Paid Search Is An Instant Billboard
Paid Search is like a renting a billboard for your business. In a small town where there are few competitors, you can probably rent the Main Street billboard for a reasonable price and drive traffic to your business. However, trying to outrank competitors in a wider field of competitive keywords is like trying to purchase a billboard in Times Square. You can rent those, but they require a large investment with the promise of reaching masses of people you wouldn’t otherwise reach. The basis for success in paid search is careful, qualified keyword research and comes down to the amount you are willing to spend to rank above your competitors.