Scenario $14-1$

When the social networking$/$gaming website PlayWithMe, was launched, it was only accessible to residents in the U$.$S$.$ One year later, an updated version of the service allowed check$-$ins from locations all over the world, and now the site has over sixty million users internationally. The site, which allows registered users to connect with friends and update their location receives over fifty million check$-$ins per month. When users visit a particular store their profile is automatically updated, and they can share their feelings about their experiences. The site now holds partnerships with over $800$ establishments worldwide, and high$-$profile partnerships with a popular cable and streaming television network has greatly increased the site's popularity.

$($Scenario $14-1)$ After it launched, PlayWithMe contracted with three major search engines to shav its advertisements any time a user searched for certain terms that were closely identified with the brand. PlayWithMe was using what technique to drive traffic to its site?

a$.$ Paid search

b$.$ Banner ads

c$.$ Interstitial ads

d$.$ Search engine optimization