If your products are time sensitive (particularly products with a life span of less than one month), and you rely on your website to generate sales, then you can enter into a business relationship with the search engines themselves. You can submit your pages to search engines for a fee for expedited review and listing, or you can pay for advertisement on the search engines.
Paying for inclusion will guarantee that your pages are spidered quickly and included in the search engines, but won't guarantee any specific placement in the search engine results. You cannot pay for inclusion in Google. Buying advertisements (Bing Pay-Per-Click listings and Google AdWords listings) will ensure your site a spot in the sponsored results of the major search engines.
Paying for inclusion and properly optimizing your website is the best way to go in this situation. Your pages will end up in the regular search results immediately, which will lead to a much higher rate of traffic than if they were just listed in the sponsored results.
Sponsored listings receive a much lower level of traffic than do the normal search results listings. If you use pay for inclusion and your site is optimized, the pages will be ranked in the top of the normal search results.
However, buying advertisements in the form of sponsored search results is also a good option, especially considering the fact that you cannot pay Google to quickly index your site. Products which are very time-sensitive tend to be unique to the web at any given time. The click-through rates for unique products in the sponsored results are higher than normal click-through rates.
We recommend that you optimize your website, pay for immediate inclusion in the search results, and buy AdWords from Google for the best ROI for products which are very time-sensitive. You can engage a search engine optimization firm to work on your site each time you add time-sensitive products, and then you can pay the search engines to quickly (within 24-48 hours usually) add the new optimized pages to their indices.
Hi CJ, I do not necessarily agree with the following statement in your reply:
"Sponsored listings receive a much lower level of traffic than do the normal search results listings. If you use pay for inclusion and your site is optimized, the pages will be ranked in the top of the normal search results."
Even if you pay for inclusion and your site is fairly optimized it doesn't guarantee you top ranking in organic results. It will depend on the type of product you are selling and how competitive that keyword segment is.
Just as an example, if you are a new site that is selling laptops there is little to no chance that you will be ranked in the top of the first SERP or even the first page at all considering the number and authority of competitors (companies and sites like Amazon, Ebay, Bestbuy, NewEgg, HP, Dell and so on) competing for listings (both paid and organic) on laptop related search terms (at least the core ones for sure).
Not saying that you should not be optimizing the site and paying for inclusion. It just doesn't guarantee that you will get top organic ranking and can very much depend on the competitive landscape for the type of product and related keywords segments.