As the web continues to grow, an increasing number of websites compete for the same digital real estate on search engines and they compete using search engine marketing tactics (SEM) that can be either paid or organic. A well optimized website can help your business to rank high in organic searches and appear on the first page of search engine results, but organic search tactics are rigid and you can’t control how far or how fast your website will move up in the rankings. This is why a website can benefit immensely from paid search advertising. It is only through an effective paid search strategy using a variety of tactics, that a website can gain adequate exposure to the right people at the right time with the correct messaging. This is because with paid search you have the flexibility to pivot and make continual changes to impact search results. Read on to learn more about paid search ads and gaining exposure from active potential customers/clients searching for your business or products/services.