Each time someone executes a search, they’re asking a question. They search because they want to learn about something. Or find out where something is. Or discover who has it or knows about it. They may just be curious, or the question may have been provoked by some urgent problem. The question could be simple or complex and the searcher might be sophisticated or incredibly naive. Search Engines answer questions. That’s pretty much all they do. Search results offer an ordered list of answers to the question the search engine thinks you’re asking. Paid search advertising is your chance to raise your hand and let the searcher know that you think you have the answer to their question too. In the next post we’ll discuss what it means to the organization of your campaigns to think of yourself as a professional answer provider. This post is part of a series on High Resolution PPC, a framework for understanding and managing paid search advertising.