Probably every one of you who has a business and a website have been approached through email or personal contact, and asked to spend money on paid search results (appear on the first page of search results, despite low SEO rank). What most people don’t realize is, according to recent statistics, despite top positioning, only a quarter of sites selected comes from paid search.
Thus I recommend that you stick with organic search, and use SEO to raise your ranking. Paid search engine ranking (PPC) is just buying advertising for your business. Their computers then merge your ads with search results when users search words imply an interest in your products. If you sell widgets, and a user is searching for widgets, your ad will appear on the first page.
This is NOT the same as or better than Search Engine Optimization (SEO). SEO is not placing ads, but tuning your website so that it is more highly ranked by Google, and featured in the first page of results, not in an ad beside the results. PPC is sometimes called “buying your way into search results.” Both have the same end goal of getting people to your website.
With PPC, the goal is for the search user to not only see your ad, but to click on it to get to your website (click-through), and buy your widget (conversion to sale). In this context, there are many parameters and concepts you need to understand before you buy advertising: