Search engine advertising (also known as search advertising, Internet search advertising, or online search advertising) allows you to directly display your paid ads among the search results on various search engines, like Google, Bing, and Yahoo.
Advertisers who utilize search advertising show their ads to users who are actively searching for specific keywords, and they pay a fee every time someone click the ad. This type of PPC advertising is especially effective because people who conduct searches tend to reveal a lot about their intent with their search query.
On Bing and Yahoo, search engine ads typically appear above, below, or next to the organic search results. That is one key difference between Google and other search engines because Google only shows ads above and below search results. Regardless, search ads include the following key elements: