Paid search is a type of search engine marketing where you bid for ads placement on search engine results page. Your ads are placed atop search results, so they are more visible to engaged audiences who are actively looking to purchase your products or targeted audiences whose search queries are related to your business. Paid search usually operates on a pay-per-click model, which means that you only pay the platform (Google or Bing) showing your ad every time your ad is clicked on. This is why paid search is synonymous to as pay-per-click advertising (PPC).