PPC Advertising is a dynamic marketplace, the higher you bid, the higher your advertisement will be displayed in the list. As the name suggests, you don't need to pay for listing, but only for real clicks.
The Internet has brought many unique benefits to marketing, one of which being lower costs for the distribution of information and media to a global audience. The interactive nature of Internet marketing, both in terms of providing instant response and eliciting response, is a unique quality of the medium.