This document summarizes how to effectively use paid search or pay-per-click (PPC) advertising for real estate companies. It discusses how over 50% of search engine results pages are paid ads, and how using ad extensions like sitelinks, product listings, and locations can increase visibility and performance. The document also recommends bidding on your own brand terms to prevent competitors from taking traffic and to keep marketing departments happy, and notes that PPC can complement organic search engine optimization efforts by driving additional qualified traffic.