When you use a paid search method, your ads will be listed at the top of the search engine results pages (SERPs) like Google and Bing, making it more visible to online users. These paid search ads for a non-product search usually appear in a box that says “Ad.” For a product search or product listing ads (PLAs), they appear in a carousel at the top, marked with “sponsored.”
Paid search ads often work on a paid-per-click (PPC) basis. Meaning, advertisers pay the host every time someone clicks on your advertisement.
For your ads to rank at the top, you need more than just paying the highest bid price. You’ll need to optimize it by using relevant keywords to help match your ads with search queries. Search engines such as Google has a tool called the Keyword Planner to help you discover words that people are using to find similar products or services you offer.