Paid search is the term used for advertising on a website that requires advertisers to pay in order to see their ad. Some examples of paid search include Google AdWords, Linked In’s InMail Ads, and Facebook. This advertising can take many forms: text ads, banners, and even video ads. The term “ organic search ” is used to describe the search results on a specific website that are not paid for by advertisers. In many cases, Google ranks organic search results based solely on the quantity of incoming searches. Paid search can be much more expensive than organic search. It’s not uncommon for firms in the paid search industry to spend upwards of 3 to 5 times what companies that use organic search do. Even if a firm uses both paid and organic search together, some firms may see decreases in their revenue as a result of how much they spend on paid search. Many firms think paid means better. While the fact is that paid search can provide cost-effective results, the quality of these results ca