付費排序廣告具有成本低廉、能精準鎖定客戶及廣告效果容易衡量等特性，近年來，許多廣告主皆利用這樣的網路廣告型態來接觸主要顧客群，使得付費排序廣告成為搜尋引擎主要的獲利來源之一。但在學術上，卻欠缺探討付費排序廣告的廣告量、版面配置與搜尋引擎關係之研究，因此本研究利用實驗設計的方式，以Yahoo!奇摩與Google兩大搜尋引擎為實驗媒介，用『不同的廣告量』、『使用者是否知曉該廣告型態』來做為研究中的自變數，找出付費排序廣告的廣告數量及呈現方式，對使用者的搜尋引擎滿意度之影響。
研究結果發現，不同的付費排序廣告量，會對Yahoo!奇摩使用者的搜尋引擎滿意度造成影響；對Google使用者的搜尋引擎滿意度未造成影響。使用者對付費排序廣告之知曉與否，會對Yahoo!奇摩使用者的搜尋引擎滿意度造成影響；對Google使用者的搜尋引擎滿意度未造成影響。
研究結果建議，雖不同性質的搜尋引擎利用付費排序廣告來做為獲利來源，對其使用者的搜尋引擎滿意度影響程度也不盡相同。付費排序廣告的呈現方式，必須以不干擾使用者使用搜尋結果正文為前提來使用，並且不該以大量的廣告造成使用者的廣告壅塞知覺大幅提升，影響了使用者的搜尋引擎滿意度。再者，必須明確標示其為廣告，才能進一步的利用這樣的廣告模式，幫助廣告主找到潛在客戶，使搜尋引擎業者賺取豐厚的利益，達到雙贏的局面。

Pay-per-click advertisement have cost to be cheap, can perfect to lock customer and advertising result apt characteristic of weighing etc. In recent years, a lot of ad owners use of such a advertising attitude of network to contact main customer group, make it become one of the profit-making sources with main Search engine. But in academia which deficient the study of the volume of PPC, the layout and search engine. So this research use the experimental design way and the two media (Yahoo! And Google) with " different advertisement volume ", " whether the user knew this advertising attitude " done for the independent variable while studying, find out and PPC quantity which arranges in an order the advertisement and the way appears, the impact on the user satisfaction of the Search engine.
The research find, different of the volume of PPC, have the impact on the user satisfaction of the Yahoo! search engine; and haven’t on the user satisfaction of the Google. User knew the advertisement or not, have the impact on the user satisfaction of the Yahoo! search engine; and haven’t on the user satisfaction of the Google.
The research propose that though of different nature the Search engine to utilize and pay the advertisement of arranging in an order to do for the profit-making source, the influence degree of the satisfaction to its user's Search engine is not the same. Is it arrange in an order to appear way is must in order to interfere user is it is it fruit text is it use to come for prerequisite to search to use advertisement to pay, and the jammed consciousness of advertisement that should not cause the user with a large number of advertisements improves by a wide margin , have influenced the user's Search engine satisfaction. Moreover, it is an advertisement that must label it clearly , the such an advertising way of use that could be further, helping the ad owner to find the potential customer, the person who makes Search engine industry earns generous interests, reach the situation of win-win.

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