What Is Paid Search?
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.
Why Should You Use Paid Search?
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.
How Does Paid Search Work?
Most paid search campaigns begin in the same way. Follow these initial steps to begin your paid search campaign:
1. Select Location Settings
You can opt to show your ads in certain countries, cities, regions and postcodes.
2. Choose Your Keywords
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.
3. Select the Right Match Types
When it comes to paid search keywords, there are four different match types:
- Exact match - your ad will only be shown when someone searches for the exact term.
- Broad match - ads are shown when keywords or phrases are ordered differently.
- Phrase match - keywords with words before or after would trigger your ad to appear.
- Modified broad - keywords in any order without synonyms cause your ad to show up.
4. Include Negative Keywords
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.
Paid Search Tools
Keyword Research & Competitor Analysis
Ad Management Tools
Landing Page Building Tools
How Can We Help?
Struggling to know where to begin with paid search? Get in touch and we’ll give you a free strategy session.
If you like what you see, we’ll put you with a stellar marketing team and they’ll implement everything you require plus more.
If you prefer to get started on a marketing strategy yourself, try some of our training courses to get the latest lessons in digital marketing.