Pay per click marketing has five major advantages that set it apart from other forms of advertising. These are immediacy, flexibility, transparency, portability, and scalability. Each of these advantages is discussed in more detail below.

Immediacy. With paid search, once you identify keywords for which you would like your site to be listed in a search engine results page, or a relevant non-search site for which you would like your ad to appear, you can have your ad appearing in a matter of hours, if not minutes. To get your site listed as a natural result on a search results page will likely require months of time and a considerable amount of work.

If you are like me and you make a decent portion of your monthly income from Google’s Adsense program, then you want to make sure that you are making as much money as possible with every single click. The funny thing is, many Adsense publishers are leaving alot of moey on the table because their account is suffering from something called a smartpricing penalty.

So what is smartpricing, and why does it exist in this pay-per-click system in the first place? In order to understand what smartpricing is and why it exists, think back why a search engine would offer sponsored links in the first place.