Between a number of channels for promotion of one's product or service, it has become difficult to choose the best in terms of return on investment, withal rendering a well-presented product or service. In addition to traditional advertising channels such as radio, television and press advertising, over the last ten years Internet advertising has made a boom. It offers various segments of advertising, with tracking efficiency being its biggest advantage. The goal of this paper was to present Internet advertising on various search engines. By comparing the world's most popular search engine Google with Bing and Yahoo as well as reviewing the less known Yandex and Baidu, this paper put across the overall idea of advertising on different levels and in different systems. In order for a product to be fully and well promoted, it is essential to understand how these search engines work and how they can be used for advertising. Pay per click is the easiest and most effective form of online advertising, used not only by all search engines, but also by services such as Facebook, Twitter, etc. By choosing the appropriate form of advertising, CPC, CPI, or CPA, the advertiser can significantly improve their sales. The comparison of advertising, specific qualities and simulation of advertising on some of the search engines along with the evaluation of the results, are some of the segments this paper has defined and explained. In the future, Internet advertising will be an important item in each company's budget. With the development of modern technologies, social networks and various devices that allow everyday use of the Internet and related technologies, even the most traditional entrepreneurs will be forced to use these types of advertising and promotion.