When a visitor to Google enters a word into the search box a number of different results appear. There are organic results and PPC results listed. The organic search listings are the list of websites in search engines that are organized naturally due to their relevance to search terms. The PPC results are paid advertisements that appear in search engines.
The picture below outlines the amount of visitors that click on organic search listings and PPC (Paid advertisements). There is a huge difference in the numbers. There are a number of theories why people generally ignore PPC listings. Suggested theories include; the way the page is constructed a visitors eye will follow a pattern that will overlook the PPC positions. People do not fully trust sites in PPC locations because their positioning is not guided by search engines alone, but by the buyer who tells search engines where he/she wants to be found.
The organic search listings are where most websites want to be found. But there are occasions where a PPC campaign couple is useful for a business. A new website that has been optimized correctly will take awhile to achieve high positions in search engines. In this case it would be useful to implement a PPC campaign while you are waiting to get listing at the top of search engines. It will create awareness about your website in preparation for your website appearing in natural search listings.