Paid search is broadcast term which includes any search process made in lieu of payment. It’s the sponsored results which appear basically at the top or bottom of the search engine results page (SERP). The payment can be made on the basis of the pay-per-click (PPC) or pay-per-impression, in the first case you pay only when the ad is clicked however in later case, you pay for every 1000 times appearance of your ad on SERP.
Paid search or PCP can be tailored according to the need of the owner. It has features like flexibility and visibility which can be different from organization to organization. It works on the basis of the keyword searching so ads can be created by the targeting audiences.