Google processes nearly 100 billion searches per month (On Bing, there are additional 12 billion queries.) Every one of those results pages contains space for paid search advertising placements. Unlike casual social media users, those who seek a product or service online are generally eager to buy soon or right now. As a result, paid search, often known as search engine advertising, is an essential aspect of any company’s online marketing strategy. In this article, we will read about all aspects related to paid search services.
What is Paid Search?
The purchase and placement of advertising on search engines such as Google, Bing, and Yahoo are referred to as “paid search.” Keywords, ads, and landing sites are the three basic components of paid search. You choose a set of keywords related to what you’re selling, and your ads will appear when people search for those terms. Searchers are directed to your landing sites when they click on your adverts.
As you begin your paid search advertising journey, here are a few crucial terms to consider.
- Your ads will appear on the SERP or search engine results page.
- PPC, or pay-per-click marketing, is a type of advertising in which you only pay when someone clicks on your ad.
- CPC (cost-per-click) is a metric used in pay-per-click advertising.
- CPM stands for cost-per-thousand impressions and refers to the amount you spend when 1000 individuals see your ad.
- SEM or search engine marketing refers to all of the different search engine marketing types, including sponsored and organic search results.
- The method of boosting your organic search ranks is known as SEO, or search engine optimization (in order to attract more website traffic without paid ads)
- Google AdWords was previously known as “Google Ads.”
Is Paid Search Services Worth Investing?
Because your customers use search engines to find you and your items, paid search is a worthwhile investment in terms of both money and time. While most searchers (70 percent) prefer organic results, the 30% who do click on ads are frequently high-quality conversion prospects because they’re looking for exactly what you’re offering.
An effective paid search campaign can be simple: undertake “keyword research” to locate the correct keywords to advertise on. Also, right ad content to engage your potential customers and persuade them to click. However, you’ll quickly discover that there’s a lot more to it than that — negative keywords, phrase matching, ad rank, quality score, and other factors all play a role in paid search marketing campaigns.
Make sure your keywords, ad copy, and website content are closely related (as this will enhance your ad quality score). This is to ensure that Google and other search engines display your ads for the least amount of money feasible, and your investment will pay off.
What are the advantages of using paid search?
- Obtains paid search traffic that can be retargeted later
- There are just a few metrics to track and measure effectively. Thus conversions are the main focus.
- Tight and even granular budget control
- Smart bidding, responsive ads, and dynamic personalization are examples of dynamic personalization.
- For best results, combine retargeting and organic SEM methods.
- Because the technology is comparable, you should be able to pick up Bing ads, Yahoo ads, and so on if you master Google ads.
What are Examples of paid search?
Text ads and shopping or product listing ads are paid search engine advertising examples. There is also a range of ad alternatives on partner and affiliate websites, which do not strictly search engine advertising but are controlled through the same account and use some of the same assets and processes.
Search engine results pages (SERPs) with text Ads
These are the foundation of paid search ads, and they’re free and simple to use. These products or service ads may display above, below, or in addition to organic search results. Typically, you’ll be charged when consumers interact with phone numbers by clicking on them, seeing them, or dialing them. They work on a bidding system, similar to social media adverts, where you bid for higher spots on the website.
You can use targeting choices like geolocation, which is beneficial for small local businesses. Also, you have various tools for testing and improving your advertising, much like on social media.
Shopping Ads (PLAs/Product Listing Ads) appear on SERPs.
Shopping ads incorporate visuals, making them ideal for product sales. They function on the same principles as text ads, but they take up a lot of screen space and generally have lower Cost-per-Conversion (CPC) rates than conventional text advertising – it costs less to make a sale!
However, just like putting up a shop page linked to your company’s Facebook or Instagram, you must follow Google Shopping’s tight regulations and protocols for your sales inventory.
Ads on partner websites
Search engines provide partner and affiliate websites networks where you may manage your advertising through your search engine advertising account, which is similar to your Google Business account. These can be ‘display’ advertisements.
You design text, image, or video ads to be displayed on these partner websites, or responsive ‘native’ ads, in which they blend into the web site’s content and change themselves automatically to fit the surrounding ad space. You may also encourage consumers to download apps on their mobile devices by linking straight to app download pages.
How can you use paid search to your advantage?
The quantity of clicks and conversions determines performance in this sector. Therefore you want more of those for less money to be successful. In terms of match types, we propose measuring and adjusting your existing ads and organizing certain keywords in ad groups and campaigns. You can also benefit from Google’s advances in machine learning and artificial intelligence.
It’s also worth noting that, similar to how paid and organic social media operate best together, paid and organic search work best together to assist your company. Search engine marketing (SEM) doesn’t have to be either sponsored or organic, and it shouldn’t be either.
If your website isn’t ranking highly organically, good-bought ads can help you reach potential clients on page one. In a nutshell, using a paid search advertising campaign helps you connect with people who are looking for your products or services right away. Using a combination of paid search and SEO, Digital Drew can help you target your customers. Get in touch with Digital Drew and let us provide your business with the best and effective paid search services.