Search engine advertising and traditional advertising differ in the way they target their audiences and the channels they use. Traditional advertising uses mediums such as television, radio, billboards, and print media to reach a broader audience. Search engine advertising, on the other hand, targets specific audiences using search engines like Google and Bing. This allows advertisers to reach users actively searching for specific products or services. Additionally, search engine advertising is typically more cost-effective and measurable than traditional advertising methods.