Sanjay Paharia is an entrepreneur from Florida who has extensive experience in internet marketing. The document discusses two types of ads used in internet marketing: search ads, which are text ads shown to users actively searching keywords, and display ads, which are shown proactively to users browsing apps and websites to introduce brands or products. While search ad viewers typically have a strong intent to purchase, display ads can be used for brand reinforcement or introducing new offerings to targeted consumers.

1. FUNCTIONS OF DISPLAY
ADS AND SEARCH ADS
IN INTERNET
MARKETING
Sanjay Paharia

2. INTRODUCTION
Sanjay Paharia is a Fort Lauderdale, Florida, entrepreneur
who guides Florida Gold Dist., providing a host of
coordinated telecom solutions. Among his areas of
experience are direct and indirect mail marketing
through retail channels. Digitally focused, Sanjay Paharia
also has extensive knowledge of Internet marketing.
Internet marketing is a broad term that encompasses
diverse aspects of brand identity, from website and
social media to search engine optimization. One internet
marketing strategy is pay-per-click marketing, which
involves the use of search ads or display ads.

3. ADS
The former are text ads displayed to Google, Bing, and
other search engine users who are actively in search of
targeted keywords. Search ad placements are important
because those who view them typically have a strong
intent of purchasing.
By contrast, display ads are proactively shown to device
users while they browse apps and the web, and can be
placed on everything from websites to the Facebook
feed. They can involve brand reinforcement, or take the
form of a “cold call” approach that introduces a new
product or service to potential consumers in a targeted
way.