While there are other search engines, Google dominates the marketing world with Google Ads (formerly known as Google AdWords). And it makes sense since most users go to Google to, you know, Google something.
Paid search advertising (also known as sponsored ads, search marketing, search engine marketing, pay-per-click marketing, and cost-per-click marketing) is a technique that displays ads in search engine results pages (SERPs) whenever someone searches for relevant keywords. This way, the audience that sees your ad is perfectly matched for each result. Since paid search ads are based on the explicit need of the users, rather than on implicit information and behaviors, search ads target lower funnel audiences and can increase click and conversion rates.
Search advertising (also known as paid search advertising or pay-per-click advertising) is a marketing technique that involves placing ads on search engine results pages. Brands that place ads in the search results pay a small fee every time a user clicks on the ad.
Search advertising is very effective; it is based on the explicit need of the users, rather than just on implicit information about what they might be after. This, naturally, increases the likelihood of clicks and conversion.