Also referred to as paid placement, pay per click, and sometimes search engine marketing, paid search marketing allows advertisers to pay to be listed within the search engine results pages for specific keywords or phrases. Paid placement listings can be purchased from a portal or a search network. Search networks are often set up in an auction environment where keywords and phrases are often associated with a cost-per-click (CPC) fee. Google Ads and Bing Ads are the two major players, but other sites also sell paid placement listings directly as well. A good search engine marketing company offering paid search will select an exhaustive set of industry-related search terms, set up your accounts, write advertising copy, create landing pages, control your bidding (how much you’re willing to pay per search term click) and budgeting, and test and refine your advertising for effectiveness.