- Paid search is a form of digital marketing where search engines such as Google and Bing allow advertisers to show ads on their search engine results pages (SERPs).
- Paid Search Works on a pay-per-click model, meaning you do exactly that-until someone clicks on your ads, you don't pay. This makes it a measurable and controllable marketing channel compared with more traditional forms of advertising.
- Ad formats include text ads, which are shown at the top or bottom of the organic search results, or shopping ads shown above the search results.
1. PPC Boosts Traffic To Your Website
2. PPC Increases Sales
3. PPC Helps You Control Advertising Costs
4. PPC Allows You To Analyze Ad Performance In Real Time
5. PPC Can Increase Brand Recognition With Re-marketing
6. PPC Advertising Is Not Difficult To Produce
In the first step, we choose the location like country, cities, zip codes where you want to show your ads.
After the selection of the location, our second step is to select the keywords on which you want your ads to appear. Keywords are search terms that people type into search engines such as Google, for example, “women shoes", “tv repair shop near me" or “best Chinese restaurant". etc.
In paid search, there are four different keyword match types that impact when your ads are shown.
- Exact match– where keywords are represented like this: [women's shoes]. By using exact match keywords, your ads will only be shown when someone searches for that exact term. It will also pick up plurals and spelling mistakes, so [women's shoes] would also show ads for [women shoes]
- Phrase match– where keywords are represented like this: “women's shoes”. This keyword would trigger your ads if a user searched for the exact phrase, but with words before and after (e.g. ‘red women's shoes’ or ‘women's shoe stores’)
- Broad match– where keywords are represented like this: women's shoes. This keyword would trigger your ads if a user searched for this phrase in any order, and with synonyms too (e.g. ‘cheap women shoes’, ‘women's blue shoes’ or ‘ladies shoes’)
- Modified broad – where keywords are represented like this: +womens +shoes. This keyword would trigger your ads if a user searched for this phrase in any order, without synonyms (e.g. ‘women training shoes’ or ‘shoes for women running’).
There is also a fifth keyword match type: negative keywords. Negative keywords can be added into your campaigns to stop your ads from running on searches that are not relevant to your business.
You will create ads to show when a user searches for one of your keywords.
Text ads have three primary elements:
- Headline 1, 30 characters
- Headline 2, 30 characters
- Description, 80 characters.
However, there are a number of things your ads cannot contain, including but not limited to:
- All caps (e.g. FREE DELIVERY)
- Symbols to draw attention to your ads (e.g. ***Free Delivery***)
- Additional spacing (e.g. F r e e D e l I v e r y)
- Trademarked terms
- Exclamation marks in the headlines.
What makes a good ad?
Ads should engage your audience, guiding them to choose you over the other ads or organic listings on the page. A good ad will contain:
- Words and phrases that are relevant to your keywords
- Unique selling points
- Calls to action.
You set how much you want to pay for a click on one of the ads showing for your keywords. This is called a ‘Bid’ or ‘Max. CPC’. Every keyword can have a different bid.
Paid search platforms give you a guide on how much you should bid, but ultimately it’s down to you. If Google is recommending a bid of $2.50 but you only want to bid $2.00, that’s fine – it may just mean your ads show lower down the page or less frequently.
How do search engines decide where your ad appears?
When someone searches for one of your keywords, your ads are entered into an auction. There are two factors that are taken into account and define where your ad appears on the page. These two factors are combined to give you an ‘ad rank’. The advertiser with the highest ad rank in the auction will appear in the first result. These two factors are bid and quality score.
Quality Score is the score from 1–10 that paid search platforms assign every keyword in your account, 10 being the highest. This is calculated based on three factors: expected click-through rate; ad relevance to your keywords; andlanding page experience.
The quality score was introduced to stop advertisers from simply paying the most to appear at the top on search terms that their website isn’t relevant to. Now paid search platforms to reward higher quality advertisers – and not just those with the deepest pockets.
Ad extensions are additional pieces of information about your business you can show alongside your ads. In addition to providing a better user experience, they can also increase the quality score of your ads and help your ads take up more space on the results page.
Some of the ad extensions available are:
- Sitelinks – links to additional pages on your website
- Callouts – additional text about your business
- Location – show your business address
- Call – show your phone number. This also gives users on mobile the option to click-to-call
- Price – show different services or products along with the costs
- Seller ratings – these are automated snippets that may show if your business has reviews on sites like Google My Business or TrustPilot. This does not work with all review platforms so be sure to check first.
Typically your ads will start showing within a few hours and you can see the results in your paid search accounts. You can pause your campaigns at any time.