Paid search advertising, also known as pay-per-click (PPC) advertising, is a form of digital advertising in which businesses pay to display their ads on search engine results pages.

When a user searches for a keyword that is relevant to the business’s products or services, the business’s ad will appear at the top or bottom of the search results page. If the user clicks on the ad, the business will be charged a fee. The fee is determined by the business’s bid on the keyword, as well as the quality of the ad and the relevance of the keyword to the user’s search query. Paid search advertising allows businesses to target their ads to users who are actively searching for their products or services, which can improve the effectiveness of their advertising efforts.

The most commonly used search engines that allow for paid search advertising are Google and Bing. These search engines offer paid search advertising platforms, such as Google AdWords and Bing Ads, that allow businesses to create and manage their paid search campaigns. Other search engines, such as Yahoo and DuckDuckGo, also offer paid search advertising platforms, although they are not as widely used as Google and Bing.