Search advertising is a powerful digital marketing technique that displays targeted ads to users based on their search queries. This method allows advertisers to place their ads at the top of search engine results pages (SERPs) for specific keywords related to their products or services. Advertisers bid on these keywords through an auction-based system, paying only when a user clicks on their ad (pay-per-click or PPC model).

The effectiveness of search advertising lies in its ability to reach users with high intent, as they are actively searching for relevant information, products, or services. Google Ads is the dominant platform for search advertising, given Google’s massive market share in the search engine industry.