Paid Advertisements Paid ads appear before the organic search results and sometimes they appear after them as well. They are the type of search results that have been paid to be displayed there, by the advertisers. The paid ads work on a pay-per-click basis, which means that the advertisers bid on that keyword and pay Google for every click. The advertiser who bids higher on a keyword is preferred by Google and is ranked on the highest position in the SERPs. However, Google also takes other factors into accounts such as the relevance of paid ads or CTR Usually, both types of results are indistinguishable and the main difference between paid ads and organic search results is the tag 'Ad' mentioned on the paid ads block in SERPs. In the old times, the paid ads just contained textual content but with advancements, they now consist of a wide range of formats of content display.
Organic Results Organic search results are the pages that have been indexed by the search engines based on various ranking factors. The pages with the most relevant and high-quality content end up ranking higher in the SERP rankings. So, to rank at a higher place, you need to create the most relevant content regarding your target keyword.
SERP Features SERP features are the nontraditional results that can be paid, organic, or extracted from the google knowledge graph. The main aim of the SERP features is to provide the user with instant information without needing to click it. And the other purpose of the SERP features is to directly generate revenue for Google. Well, there are various SERP features such as: Featured snippets, Knowledge card, Knowledge Panel, Image Pack, Top stories, People Also Ask (PAA), Shopping results, Tweets boxes, Sitelinks, and Videos