Pay Per Click (PPC) advertising started gaining momentum in 1998 and at that time it was hard to predict if the PPC medium would succeed or not.
According to Forrester Research, by 2014, SEM will account for 21 percent of all advertising dollars spent.
Google alone has around 63 percent market share in the SEM industry.
Highly targeted approach toward marketing. Your ad is displayed to only those people who are searching for products/services which you want to market.
Conversion vs. Exposure: Advertisers have to pay only when a prospect clicks on their ads, and there is no charge for displaying your ad on a search engine. Thus, emphasis is on conversion and not exposure.
Control:Ability to measure conversions and cost per conversion, manage daily budget, and measure ad performance allows more control over your marketing efforts.
Simplicity: Do-it-yourself model allows small businesses to start marketing campaign without the huge overhead cost associated with traditional marketing campaigns.