Paid search marketing is going to be an expensive unless optimized well for better ROI. Paid search is scalable form of web marketing designed to connect your ads with searchers actively seeking for what they need. The smartest paid search marketing campaigns are pay-per-click, or PPC campaigns where you bid for ad placement in a search engine’s sponsored links for keywords related to your business, then you pay the search engine a small fee for each click.

Paying for every click may sound like you’ll end up paying a lot, but in a well-designed and optimized campaign can get you ROI. Because your potential customers will see your ads only when they’re searching for precisely the products or services you offer, they’re far more likely than a casual browser to be at the point of purchase. And so, with the right research and a little tinkering, the paid search ads you place will actually end up earning you far more than it costs to place them.