Which position you take in a search query via a search engine is not a random product. Rankings are subject to a constant SEO development.
When you look at the first results page of a Google search, you see two fundamentally different types of entries. In the first two or three positions you will be offered suitable results, which are marked as display. For these absolute top positions, website operators pay cash money, whereby a bidding system is used to determine the position according to the search term.
These advertisements over Google AdWords represent the most important form of the search machine advertisement (SEA). Together with SEO, SEA is the second pillar to operate effective marketing via Google and to bring your website into a top position with search queries.