What is Paid Search?

What is Paid Search?
  • October 31, 2023

 

 

What is Paid Search?

Paid search is a digital marketing tactic where advertisers pay search engines like Google for placing ads on search engine results pages (SERPs). Paid Search ads enables you (advertisers) to display your website or landing page listing at the top of search results.

This will drive more traffic to your website. Search engines like google use the pay per click advertising model. You only pay when your target audience clicks on your ad and views your web page or landing page. This blog explains ‘What is paid search?’.

 

Table of Contents

1. What is the importance of paid search?

2. How does paid search work?

3. How to implement paid search?

4. How to evaluate your paid search ads?

5. Case Study on how to increase search engine visibility and generate quality leads

 

1. What is the importance of paid search?

It is estimated that Google handles approximately 8.5 billion searches per day.

Paid search is a source of traffic acquisition for your business. Other traffic acquisition sources include organic search and social media marketing.

Paid search can help your business acquire quality leads and sales. Paid search helps drive revenue for your business. The goal of paid search or pay per click (PPC) professionals is to bring quality web traffic to your website. Web traffic that is aligned to your buyer persona will have a higher conversion rate.

With keyword research, your business can target buyers that are most likely in the market for offerings similar to yours.

Unlike SEO, your business can see immediate results with paid search ad campaigns. Your paid search ads target buyers with high intent.

SEO and paid search are digital marketing tactics that your business needs to consider in their digital marketing strategy. Understanding the differences between SEO and paid search will help you decide when to use them. 

Search engines operate using a bidding approach, where they bid for keywords. The price for keywords are dictated by the market. People are 4 times likely to click on a paid search ad on google than on other search engines. Business typically make an average of $2 revenue for every dollar spent on google paid search ads.

 

2. How does paid search work?

When deciding what search terms you would like to target, consider if the keywords that you choose are relevant to your target audience and are highly searched in google. Then decide how much are you willing to spent on your chosen keywords. The lower the search volume, the cheaper it would be to win a bid.

Google also uses a measure know as quality score. This measures the quality of your ad and the relevance of keywords that you are targeting. The quality score is calculated based on three factors:

  1. Expected click through rate - The likelihood that your ad will be clicked when shown.

  2. Ad relevance - How closely the ad matches the intent behind a user’s search?

  3. Your landing page user experience - How relevant and useful your landing page is to users who click your ad?

Google assigns a score on a scale of 1 to 10. This score influences the cost of your keywords and the effectiveness of your paid search campaign.

 

3. How to implement paid search?

Setup an account in google ads. You run campaigns with specific objectives from within your google ads account. Each campaign may have multiple ad groups with different themes.

Each ad group may have multiple keywords. Create specific ads for the keywords that you are targeting. Ads are what your target audience will see if the auction is won.

Set your daily advertising budget. You may occasionally exceed your daily advertising budget, but your google ads campaign will not go beyond your monthly budget.

 

 

4. How to evaluate your paid search ads?

You can evaluate the performance of your paid search campaigns by

  1. How many people saw your ads?

  2. How many people clicked to visit your website or landing page?

  3. How many leads are your web pages or landing pages generating from your ads?

  4. How much sales are your web pages or landing pages generating from your ads?

 

Conclusion

Paid search is important for your web content to be found in search results. It enables website owners to generate high quality traffic by targeting buyers that are most likely in the market for offerings similar to yours.
 
Google’s quality score influences the cost of your keywords and the effectiveness of your paid search campaign. The goal of paid search or pay per click (PPC) professionals is to bring in qualified web traffic. Qualified web traffic will have higher conversion rates.
 
This will lead to an increase in qualified leads or sales for your business. Paid search campaign performance can be evaluated by using metrics like impressions, leads or sales. Paid search is a digital marketing tactic that helps drive revenue growth for your business. 
 

Watch an example to learn how a B2B company generated quality leads by increasing average daily impressions in search by 200%

 

Webinar - Case Study - Increase search engine visibility. Generate quality leads.- INNMCO (1200 × 400 px)

 

Contact our team

Grow your business with inbound marketing. Are you looking to build trust by addressing buyer needs at different stages in the buyer’s journey, raise brand awareness and generate quality leads by improving website visibility in search, attract buyers to your website and convert quality leads into customers? 
 
We are an inbound digital marketing agency, search engine marketing agency and content marketing agency based in Sydney, Australia. We are innovators and marketers with expertise in:
 

1. Content Marketing.

We use a human centred design approach to understand your target audience. Analyse how your product or service is perceived by your target audience. Find out what message resonates with them. Learn how to position your product with your target audience. We create content to address buyer needs at different stages of the buyer journey and marketing funnel.

2. Search Engine Optimisation.

We craft digital marketing strategies to generate an inbound interest for your business, product or service. Create search engine optimisation campaigns to raise brand awareness and generate leads for your business. Our search engine optimisation services include Organic Search Audit and Search Engine Optimisation services.

3. Paid Search.

We craft digital marketing strategies to generate an inbound interest for your business, product or service. Create paid search campaigns to raise brand awareness and generate leads for your business. Our google ads management services include Paid Search Audit and Paid Search (Google Ads - formerly Google AdWords).

4. Website Design and Development

Attract buyers by creating valuable content and experiences tailored for them. We design and build websites with HubSpot CMS hub. We use website themes and templates from the HubSpot themes and templates marketplace. This speeds up website build for your business. We help businesses implement blogs, live chat, landing pages and forms which are the foundation of an inbound marketing approach.

 

Book a digital marketing audit

Anees Misbahudeen | Digital Marketing Director & Founder at INNMCO

  

Share

Related Blogs

Have a look at other interesting blogs!

What is Search Engine Optimisation?

October 18, 2023
What is Search Engine Optimisation? Search engine optimisation (SEO) is a set of activities that enables you to...

What is SEO Content Writing?

October 22, 2023
What is SEO Content Writing? SEO content writing is the process of writing content with the goal of ranking higher on...

Why B2B SEO?

October 25, 2023
Why B2B SEO? B2B search engine optimisation (SEO) is a digital marketing strategy used to acquire organic traffic for...