Most search results on Google are a blend of natural results and paid results. The paid results, the ones including a small green square with the word “Ad” in them, are created using the Google Adwords platform.

The advertising model Google uses for these adverts is Pay Per Click. In other words, advertisers only pay a fee to Google when someone clicks their advert. Bing works the same way.

Google constantly changes the look and feel of the paid search results. They used to be clearly differentiated from the natural results but now look much the same. This means they are now being clicked more and have become more powerful.

Facebook and other social media channels also provide the option of PPC advertising on their sites. Facebook Ads give you the opportunity to target users very precisely based on a large number of demographic and personal characteristics.