The marketing technique in which a business through paid means gets displayed on search engine results pages(SERPs) is known as social media optimization (or SERPs).
Advertisers make use of the keywords that users of search engines like Google and Bing might type in while searching for a specific item or service, allowing them to have their adverts displayed alongside the results for those queries.
These ads are also known as pay-per-click ads, and are easily available in various formats. Another example of this is the Product listing advertisements such as shopping ads which are more visual, allowing users to see the important information at a glance, such as pricing and reviews.