An advert (ad) within search engine marketing (SEM) is a sponsored result, that appears on a search engine results page (SERP). The idea of running an ad campaign, is to target the proper audience that is most likely to purchase your product or service. These ads will follow this targeted audience and appear all over their browser as they search the web. There is more than one way to showcase your ad. In search engines, you can pay for an ad to rank your site at the top of the SERP. This is not always the best option, due to majority of people scanning over the ads during their search. Which is why the ultimate goal is to rank organically. Using social media is also a very effective tactic to use for ads. For example, if you go to www.ACS-WEB.com, seeing our ad on your social media feed is not dumb luck. It is designed in our campaign, to stay relevant in our audience's eyes. A very important factor to take in, is your budget you have to spend on these ads. For example, if you have a low budget for ads, launching an ad early in the morning is probably not in your best interest. A key factor in making sure your ad campaign reaches its best possible results. Is making sure you know your target audience. Unfortunately, your campaign will not work if you simply target a plethora of people. For example, if you sell remastered video game consoles, social media is ideally the route you would want to take, due to the majority of social media users being in the age bracket of "gamers". All in all, when planned and prepared properly, ads are a key tactic in boosting your business's site traffic.