Paid search is a type of online marketing which search engines like Google leverage to show ads on their SERPs.
Paid search ads work on a PPC (pay-per-click) model meaning that businesses don’t pay anything until someone clicks on their ad.
As the most widely used search engine, Google presents marketers with a unique opportunity to promote businesses to a relevant target audience that is engaged with your service or product.
Unlike banner ads or social media advertising that don’t target a specific audience which is actively searching for your item/service, paid search marketing has a unique edge in that users have typed in a search query related to your ad.
Users are actively researching your product or service or related areas before encountering your ad which gives them a high chance of strong CTRs and ultimately, conversions.
Most paid search campaigns begin in the same way. Follow these initial steps to begin your paid search campaign:
You can opt to show your ads in certain countries, cities, regions and postcodes.
Going for highly relevant keywords that your target audience is typing into search queries is the key to a successful paid search campaign.
A free Google SEO tool, Google Keyword Planner, is a great place to start for uncovering which words users are tapping into search engines to find products and services similar to yours.
Find out the search volume, how much competition there is and the likely cost-per-click.
When it comes to paid search keywords, there are four different match types:
Any words that are part of the keyword or phrase that don’t actively result in CTRs should be added to your negative keyword list to keep CPC rates lower and conversions higher.
Struggling to know where to begin with paid search? Get in touch and we’ll give you a free strategy session.
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