Search engines use complicated algorithms to ensure the most relevant results are returned for each search, including location and other available information.

In paid search advertising, sponsored ads appear at the top of and on the side of search engine results pages to gain more visibility and prominence than the organic results.

Let’s say that you are a customer looking for a product or service online. You go to a search engine and type in your search terms (also known as keywords).

In your search results page, you will come across various company ads whose keywords match the keywords in your search.

These ads appear in prominent locations on the page – along with the other search listings that match your keywords. The paid listings are highly relevant to your specific search, making it likely that you will click on them.