Paid search advertising is a type of digital marketing strategy that allows companies to pay search engines to place their ads higher on relevant search engine results pages (SERPs) . Paid search works on a pay-per-click (PPC) model, meaning that businesses only pay when ads are clicked. Here are some key features of paid search advertising:

• Ad appearance: Paid search results appear at the top of the SERP and are usually labeled with a green box that says "Ad".

• Targeting: Advertisers can target specific audiences based on demographics, interests, and behaviors. They can also bid on specific keywords or phrases that they want their ads to appear for in search engine results.

• Measurability: Paid search is a measurable and controllable marketing channel compared with more traditional forms of advertising. Advertisers can track their return on investment (ROI) and see measurable results fairly quickly.

• Benefits: Paid search advertising allows businesses to appear at the top of the search engine results page, guaranteeing visibility to potential customers. It is also highly targeted, which can lead to shorter customer journeys and more consumers who are interested in your products.

To set up a paid search campaign, businesses can sign up for a Google Ads account and create a search campaign. They can bid on keywords or phrases that indicate an interest in their product category and set a budget for their campaign. Paid search advertising is a great option for businesses of all sizes, from small businesses to worldwide corporations.