Data and Audience
Paid search is a type of digital marketing where search engines such as Google sell advertising space on search results pages. Unlike organic results, which show up based on relevance of search terms and a website’s content, paid search is an ad that appears as if it’s an organic search result, but is marked as an ad. For example, if someone were to search “Best red wine from California” odds are the top 3-4 search results would be from California-based wine companies who want you to click on their link first – even though it wasn’t necessarily the top organic result. For an advertiser, this is a very targeted method of advertising because potential customers will see a certain company’s ads only when they’re searching for precisely the products or services that company offers.