Google Ads and Microsoft Ads are the two primary SEM platforms where businesses bid to place their advertisements on search engine results pages. Google Ads, formerly known as AdWords, is Google’s advertising system, offering extensive reach due to Google’s dominant position in the search market. Microsoft Ads, previously Bing Ads, is Microsoft’s advertising platform, allowing ads to appear on Bing, Yahoo, and AOL search networks, catering to a significant, albeit smaller, user base than Google.