Online advertising can be purchased in micro-increments and you can pinpoint, with reasonable accuracy, who is viewing and reacting to your ads. In this section, we are going to discuss the two most popular forms of web advertising – search and display advertising.

Search: Buying and displaying ads next to search results is called search advertising. In this scenario, you purchase keywords and phrases that relate to your product. When a user initiates a search based on those terms, your ad is presented alongside search results. Since most search engines sell ads based on the CPC method, you only pay when a user clicks on an ad.

Display: Unlike search advertising, display advertising is shown alongside content other than search results. For display advertising, most sites use a CPM model, meaning you are charged based on the number of times your ad is displayed.