Paid advertising is any kind of advertising that you have to pay for, versus owned or earned advertising.With paid advertising, marketers pay the owner of ad space in exchange for use of that space. The price paid for the ad space is often settled through a bidding process between marketers and the ad space owner.
Paid search advertising can be a valuable digital marketing tactic for small businesses. It helps drive more traffic to your site from the search engines and helps ensure that this traffic is relevant.
Paid search advertising involves placing PPC ads on search engines like Google. With paid search ads, businesses bid on ad placement to appear as a sponsored link on the search engine results page. When search engine users search for relevant keywords related to the business, the PPC ad will appear at the top of the page in their search query.