Once a website is ranked on a top position of a major search engine for a popular keyword, there is no doubt that it would be receiving an enormous amount of traffic. This is a very good thing for the webmaster or advertisers, since they would be getting many clicks for just no cost. In very extreme cases, and quite usual today on cost per click advertising the webmaster whose website appears on the left side of the screen could be paying as much as $25 for a single click while the rivalry website appearing on the right side is getting those same clinks for absolutely no cost. That is the power of Search Engine optimization (SEO).

At times it astonishes me that the world could be this tough on some people. But that is how it is, and we have to deal with it. The only advice I can give is this: If you can't rank high in the natural search results, go ahead and pay for your clicks, provided you are getting a return on your investment. Remember: advertising becomes very cheap when it is profitable. Just work hard to make sure your cost per click campaigned is well optimized so you get very cheap clicks from Google.