We’ve all seen those paid ads as we surf the Internet. Now it’s time to reach a better understanding of paid search, the rules of the game and how these ads work—all in the goal of building an effective winning strategy. Digital marketing strategists take you through the game plan for product listings aka shopping ads; paid search ads; those display or banner ads that seem to follow you everywhere you surf; and the video pre-roll ads you see on sites such as YouTube. Sometimes it pays to pay!