When you use a search engine, it takes the keywords or query you give it, and uses complex algorithms to return the most relevant results. Looking for Pad Thai in Moscow, Idaho? The Search Engine Results Pages (SERPs) will try to help you find it. The problem is, there’s usually a pretty big pile of results. As in, hundreds of millions of results.
It’s not easy to be king of that hill.
Paid search (also known as pay-per-click ads) offers a way to cut to the front of the line. By paying for ads on a specific keyword, the search engine puts your desired link up with the top results, making it much more likely that users will click through to your website rather than a competitor’s.