All Blogs,Digital Marketing, - October 14, 2021

What is Paid Search?

Expert Tips For What is Paid Search?

If you are new to the world of paid search, you may feel a little bit overwhelmed by all of the available information. It can feel impossible to know what paid search entails and whether or not this will be a wise advertisement strategy for your business. There is no need to panic, though, as below, we will explain exactly what paid search is so that you can get a better understanding.

What is paid search?

Paid search represents a type of digital marketing where search engines like Bing and Google enable advertisers to display adverts on the search engine result pages (SERPs). Paid search works on a model known as pay-per-click, and so you do exactly what it says on the tin; you only pay when they click on your advert. The aim here is to make sure that the money you spend on marketing is controllable and measurable, which was not always the case with conventional forms of marketing.

Paid ad formats include shopping ads displayed above the search results and text ads, which you can see at the bottom or top of the organic search results. Most businesses will use a mixture of PPC and SEO (aimed at building organic search results) to give their business the best chance of success online.

Understanding what paid search can do for your business.

Now that you know what paid search is and how it works, it is important to understand why it matters! Why should you care? Well, if you think about it, every second, there are thousands and thousands of people typing into that famed Google search bar, looking for different answers, solutions, products, and services.

As a business, this gives you an outstanding opportunity to promote your company to an engaged and relevant audience, i.e., people actively searching for information relating to the sort of products and services you provide.

Some of the other types of advertisement that are available to you are deemed interruption marketing. Banner ads are a good example of this. This means that any person who views the ad may not actually be ready to purchase something at that moment. This is where paid search has an edge. This is because, with paid search, you know that the user has typed something into the search bar that has an intent relating to the sort of service your business provides.

Creating a well-paid search ad

Of course, your paid search efforts are only going to be as good as your ads are. You need to create adverts that engage your audience, guiding them to select your advert over the other ads that you compete with on the page.

There are several different elements you need to make sure your ad has. Unique selling points are critical; they will set your business apart, after all! It would help if you also had phrases and words that are relevant to your keywords, as well as a compelling call to action.

It will help if you track your ROI when implementing paid search.

There are clearly several different benefits that are associated with paid search. However, for paid search to succeed, you need to make sure that you track your ROI, otherwise known as return on investment. This is where a lot of businesses tend to go wrong.

Not only can you see the number of people who have clicked on your adverts when tracking, but you will be able to get important data on how many conversions you have, how much it has cost you, and so on. This helps you refine your campaign to keep on making improvements and extract the maximum benefit from PPC.

Don’t stick with the default broad match keywords.

This is another common error when it comes to those that are new to the realm of paid search. Not only is this is a mistake, but it can be quite a costly one. The default match type of keywords are broad match keywords, so many advertisers and business owners will end up just going with this.

However, if you do that, you will end up being in thousands of variations for the keyword, and so you can end up blowing your budget on keywords you do not really want to be targeting. This is why you really need to refine your strategy to hone in on those keywords you want to target.

Add ad extensions alongside your paid search advert.

In addition to the tips we have mentioned so far, it is also critical to put ad extensions onto your adverts. For those unaware, ad extensions offer extra information snippets about your company, and they can go alongside your adverts. They are beneficial for several reasons.

Firstly, they ensure an improved user experience. Moreover, they help your ad take up more space on the result page and boost your quality score. There are a lot of different ad extensions for you to select from, including seller ratings, price, call, location, callouts, and site links.

Seller ratings are good, as they link to your review score on the likes of TrustPilot and Google My Business, helping to build up a trusted brand image for your business.

Final words on paid search

So there you have it: everything that you need to know about paid search. We hope that this helps you better understand paid search and what it means for your business. Paid search is a vital advertisement medium, but it needs to be used correctly. If you would like to discover more and benefit from the assistance of an experienced and reputable marketing team, please do not hesitate to get in touch with us today for more information.