In online marketing, search advertising or paid search advertising is a method of placing online advertisements on sites that show results from program queries. Search advertisements are targeted to match key search terms (called keywords) entered on search engines. It naturally increases the conversion rate. Whenever you look for a product or service online, Google or any other search-engine provider displays a results page consisting of both organic and sponsored results. The ads can be displayed in many ways, but search engines typically indicate which results are sponsored and which are not.