Paid search can include pay-per-click campaigns, text ads, banner ads, or any other type of paid ad that appears as a search engine result. Look at the search returns below for “Corvette.” The top three are paid search results. Google uses a beige background to draw attention to paid search returns, which always are at the top of the page. (Note: The fourth search return in the list is an organic, non-paid search result. On the right-hand side you’ll see the results of a Google Adwords advertisement.)

Paid search will give you high returns as long as there is money to pay for it. The search position is lost once the dollars dry up. While paid search has its place, depending on your business model, we encourage you to first focus on organic search engine optimization for long-lasting results.