The goal of any advertising program is to cost effectively reach the largest audience possible and attract new customers—after all, no matter how good your product or service is, nobody will know about it if you don’t advertise. Although there are many forms of online advertising, some of the most effective methods are search engine ads, banner ads and social media ads. • Search engine ads appear alongside the search engine listing produced after a keyword query on Google, Bing and other properties. The inherent benefit of this type of advertising is that it’s highly targeted, plus you only pay when someone clicks on your advertisement (which is why it’s called pay-per-click). The goal of any advertising program is to cost effectively reach the largest audience possible and attract new customers—after all, no matter how good your product or service is, nobody will know about it if you don’t advertise. Although there are many forms of online advertising, some of the most effective methods are search engine ads, banner ads and social media ads. • Search engine ads appear alongside the search engine listing produced after a keyword query on Google, Bing and other properties. The inherent benefit of this type of advertising is that it’s highly targeted, plus you only pay when someone clicks on your advertisement (which is why it’s called pay-per-click).