Pay per click search engines have many advantages over their regular brethren. Here are just a few:

Instant Traffic - Pay per click search engines can provide instant traffic to your web site. After you set up your account, and your bidding request is approved, you see the results immediately. Moreover, if you are willing to outbid your competitors, you are guaranteed a top position. With regular search engines, nothing is guaranteed. It may take months for your site to get listed in the search engines, and even if it does get listed, it may be buried so far down in the search result pages that nobody will ever find it. Achieving a top ranking in regular search engines takes time and patience -- so much so that companies must devote considerable staff time to it, and small webmasters, inordinate amounts of their personal time.

Targeted Traffic - Traffic generated by pay per click engines is usually more targeted than from other engines because webmasters can control the keywords that they are found under.

Control & Flexibility - Pay per click search engines offer you greater control and flexibility than regular search engines. As an advertiser, you have complete control over how much you are willing to pay for increased traffic. You can place bids based on your marketing goals and your budget. Moreover, since many bidding mechanisms are live and update your web site's ranking immediately, you also have flexibility. For example, if you currently hold the #5 spot in a pay per click search engine, and notice that on Mondays and Tuesdays your stream of visitors slows to trickle, you can increase your bid on those slow days to get a higher ranking and consequently more hits. The possibilities are endless.