Why paid search

Whether the goal is to increase awareness of a new service, sell more products, or expand an email-marketing list, paid search can play an important role in accomplishing business goals. Within Google Ads, your campaign manager is able to research the terms used to find your products or services and bid on those keywords. There are also a variety of ad-targeting tools available that allow for very granular targeting, such as targeting by location, device, language, time of day, and even previous web visits.

In addition, it takes only a few hours to get an effective paid search campaign up and running in Google Ads. There are no creative assets to design or upload. Though campaigns are quick to set up, they do require long-term care. It is critical that campaigns are monitored and optimized to ensure performance long term. Another great advantage of paid search is the flexibility to make optimizations.

Perhaps all the paid search experts are advertising with Google? This model works best for companies aiming to improve brand awareness rather than generate direct sales. Pay per click, or PPC, is the most widespread paid search model and is often used to refer to paid search in general. As mentioned above, it is effectively the same as Cost Per Click CPC : the advertiser pays the search engine for every click on their ad.

Search Engine Marketing, also known as Search Marketing, is a nebulous term. With manual you choose your bid amounts, with automatic Google chooses the bid amount for you within your budget. For example, in Google rolled out Enhanced Campaigns, which allowed advertisers to target people based on time of day, location and device.

Google argued that as many users were swapping out their home PCs for tablets, the behaviour being exhibited was similar enough to group both device types into the same category, and so desktop and tablet users were treated as one and the same. Google Ads users complained bitterly, and finally in , Google announced increased control over device-level bidding in Enhanced Campaigns, which included the return of tablet bidding.

Five expert tactics to improve PPC campaign performance. The Bing Network was previously known as the Yahoo Bing Network, and — as the name suggests — also encompassed advertising on Yahoo Search, as well as syndicated partners like Facebook, Amazon and Monster. However, in Microsoft and Yahoo renegotiated the terms of a year search deal that existed between the two companies, and control of ad sales and account management was returned back to each company, where previously it had been handled jointly.

According to statistics from Bing Ads , at the time of writing the Bing Network has a The Bing Network also has a Paid search is a marketing tactic in which advertisers pay search engines for ad placement on SERPs. There are six different factors that determine the placement of these ads on Google:. The look and feel of paid search ads can vary. Some can look like regular search results at the top of a SERP:.

Search engines are fertile soil for businesses looking to expand their customer base. Google alone handles over 3. Let's go over some of the benefits of utilizing paid search ads:.

By doing a bit of keyword research, businesses can target shoppers that are most likely to be in the market for their offerings. Matching paid ads to search intent and keywords is the way to reach high-intent audiences. Since search engines operate under a bidding format, they let the market dictate the price of ads.

Most of the time, businesses pay less than the maximum bid price, and if there's an uptick in interest for a keyword by competitors, they have the option of changing their bid at any time. Not only are the prices of these ads protected by the market, but they also deliver a great return on investment ROI. Unlike other aspects of an SEO strategy, businesses can see measurable and quality results fairly quickly.

The highly-targeted nature of paid search ads as noted above , removes shoppers that would need a lot more persuading to purchase. So, businesses end up targeting shoppers that will have shorter customer journeys. Additionally, launching and setting up a campaign takes very little time and effort. Brands don't have to worry about hiring a graphic designer or copywriter since search engines don't require creative assets e.