Different search engines will charge different amounts for putting your company closer to the top of the search list. When someone types in a term -- say Distracted Driving -- ,,,whichever company pays the search engine the most money for those words, that company will show up at the top of the list.

Google, of course, is the costliest search engine to advertise with. It may cost ONCI .25 per hit whenever it's ad is 'clicked', whether they make a sale or not.

Might not seem like a lot, but back in the 1990's, my company was being billed $2,000 - $3,000 per month for this. My sales were only $5,000 - $8,000 per month. Back then, different words or phrases cost different amounts. So did different times during the day.

I quit using Google back then when they sent me a message that the SEO/PPC cost was doubling.