Support and frequently asked questions
The difference between Google's free, organic search results and the paid (pay-per-click - PPC) ads
The free, main search results are the most important because most users focus on this center section of the search results. People are more unsure of advertising and thus don't click the ad areas as often. But with that said many people do click on the ads and if you're interested in doing some online advertising PPC advertising is a good place to start.
When evaluating your website for search terms it's important to understand where the results are on the search page, what results cost money and what results can't be bought (the free, organic listings that treat every website the same). Use the graphic below to help understand the differences.