South Africa, May 13 -- What is paid search advertising?

Paid search, or pay-per-click (PPC), is a form of digital marketing where search engines, like Google, allow advertisers to place ads on their search engine results pages (SERPs). These are relevant to an online user's search query.

With over 15 years in the industry, Daniel Wilkinson, the chief solutions officer (paid media) at Jellyfish - a leading digital partner to both local and international brands - has plenty of experience in managing digital marketing campaigns. He offers some sage advice about how to protect your paid search activity.

Imagine you're climbing a mountain. What's the worst that could happen? Your equipment could fail, you may get lost, the weather could tu...