Paid search is basically an advertising platform that follows the pay per click (PPC) or cost per click (CPC) model. With PPC, you are only charged a small fee when someone clicks your link to visit your website. All over the world, paid search has always been the most used advertising method by companies of all sizes. According to a study conducted by Engine Ready Software, it makes up more than half of all the traffic that comes from search engines. From the way the paid search listings are positioned in search results (above organic listings), such dominance is not surprising at all. In fact, statistics from PWC show that in Singapore, more than 30% of online advertising revenue is spent on paid search results. Based the situation as a whole, paid search is definitely here to stay and the way to go for any digital marketer looking to achieve success in the Singapore market.