Paid search, also known as pay-per-click (PPC) advertising, is a form of online marketing where advertisers pay a fee each time their ad is clicked on by a potential customer. This type of advertising allows businesses to bid on keywords related to their products or services, and have their ads appear at the top of search engine results pages. Paid search is a highly targeted and measurable form of advertising, as advertisers can choose specific demographics, locations, and interests to target their ads to. It is an effective way for businesses to increase their online visibility and drive traffic to their website, ultimately leading to potential sales and conversions.