Paid search campaigns allow your web presence to be advertised on major search engines, partner search engines, and content-targeted web sites. Advertising is paid for either in terms of a cost per click (CPC), cost per million (CPM) or for a period of time.
Search engine advertising offers quick scalability in terms of budget and customer reach. This allows the ability to respond to the demand for customer leads. Also, campaigns can be manipulated and quickly show results, unlike search engine optimization initiatives. Lastly, using web analytics tools, conversions from paid search can be tracked by individual campaign.
With paid campaigns it is possible to quickly appear among the top rankings for major search engines - makring them an excellent way to get noticed quickly.