When someone searches on Google for something, ads will show up in their search results. Search is the quickest way to get onto search engines, as you can pay to be on there. Keywords are the building blocks of ads. When building out keywords, think about the keyword intentions that will address different parts of the marketing funnel. Search is most often thought of as the bottom of the funnel, but if you think about it, people are using different types of keywords in order to answer questions based on where they are in their funnels. So, when building campaigns and different ad groups, factor in keyword intention.
Search is also an excellent way to get ranking fast especially if you’re losing patience with SEO. Pay-per-click can help. If you have no website traffic, pay-per-click is a good option to start with.