Search Advertising is a great option for site owners who wish to build visibility rapidly. There are a number of strategies by Google, Yahoo & Microsoft designed for website owners looking to target audience and increase traffic.
Search engine sites like Google, Yahoo & Microsoft sell sponsored listings which appear higher or in a more emphasized area than the other search results. They allow site owners to "bid" on the keywords they want to appear for. Site owners agree to pay a certain amount every time somebody clicks on their listing. This is why sponsored listings are referred to as "pay-per-click" (PPC) or "cost-per-click" (CPC) advertising. Moreover, you can monitor and track the performance of your ads by checking the number of clicks, effective of keyword and much more information that will help you improve your ad performance.

• Low initial investment - The search engines don't charge a fee to place or run your ad. You have the option to bid and only pay based on the number of clicks.
• Quick results - It takes only a few hours to a few days to set up pay-per-click campaigns, as opposed to natural search engine rankings which require weeks or months to gain desired rankings. Pay-per-click campaigns generate immediate results: the day your ad is placed – the clicks to your website begin!
• Real-time tracking - Metrics such as: effectiveness of terms and keywords, traffic generated, per ad conversions, and many more measurements provide campaign managers with the information to modify campaigns almost in real-time. This allows you to respond very quickly to either good or bad performing ads. And unlike a printed piece or mailer, the lag time to judging ad effectiveness is hours not days. Modifying an ad is simple and can be done anytime.
• Targeted traffic - These campaigns utilize strategies such as geo-targeting and demographic site selection allowing you to target people that will more likely to be interested in your service/business.
• Professionalism - Top placement on Google, Yahoo or MSN has proven to be a very effective branding method. Visitors learn that you take your business seriously and spend money on advertising. This creates and positive and professional image in the minds of your customers.