Search engine marketing (or SERPs) is the practice of marketing your business with paid advertisements. Advertisers can bid on keywords that users of search engines such as Google or Bing may enter to find certain products or services. This allows them to have their ads appear alongside the results for those searches.

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These ads, also known as pay-per-click ads, are available in many formats. Some of these ads are text-based, while others, such a product listing ads (PLAs), also called Shopping ads, are more visual and product-based advertisements. They allow customers to quickly see key information, such as price, and reviews.