When you pay to appear in the top tiers of search engine results, you are utilizing Search Engine Marketing. If you've done a few search engine searches, then you'll have noticed the "Ad" or "Sponsored" designation that accompanies these ads. 

These are very important as research shows that one in four people click on these ads. 

There are hundreds of targeting options that allow you to show your ads only to those most likely to engage with your company. 

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