Paid search how does it work

If you need support for your Google Ads account, please fill in this form and we will do our best to get back to you within 2 working days.

Back to all resources What is paid search? Key take-aways If you are looking to take your business to the next level, then Google Ads search campaigns could be very useful to you.

What is paid search? How does Google Ads help? What is Google Ads? Try Google Ads now. Picking the right keywords will mean you are targeting the right people and will result in a high click through rate and consistent traffic to your page. What is a text ad? Keyword Planner helps you select search terms for your Ads When deciding what search terms you want to target, you should look to pick ones that are both relevant to you and highly searched for.

Control over your ad campaign set up and results monitoring You can set up your ad from start to finish, as well as monitor results, using Google Ads. What is an organic search impression or result? Summary Google Ads is all about making sure you are advertising on Google to the right people at the right time and being in the top five results make your page much more likely to be clicked through to.

Share this with your network. Do you think someone may find this useful? These are nestled together within ad groups that target shared sets of keywords and are organized by common themes. Services like Google Ads and Microsoft Ads provide features called ad extensions that enhance the appearance of ads.

Examples include sitelink extensions, which populate an ad with more links to different pages on a site, and call extensions, which add a phone number to the ad during business hours. Ad extensions are great as they increase the visibility of ads by making them more engaging to users while communicating more information. Budgets are set at the campaign level and can be exceeded daily, but will not be overspent monthly.

Budgets should be set according to the overall account strategy, but bids are a more precise way of controlling spend. Many advertisers use automated bidding strategies. These allow advertisers to set a specific goal for their campaigns and then have the advertising platform determine the most appropriate bid for each auction. Due to the RTB system, the actual amount paid by the advertiser is dependent on competitor activity and ad rank, not just the maximum bid.

Search engines look at other factors to determine which ads should be at the top and most valuable spot on the SERP. Search engines have their own particular ways of factoring in other elements to determine ad rank. Quality Score is a metric that determines ad relevance. I hope you enjoyed your first looks of the wild world of paid search marketing.

If you want to learn more, check out our other paid search articles. Let us help you put your ad in front of qualified buyers. Let us do a FREE analysis of your current paid search campaigns!

His favorite activities are cooking and making spreadsheets. View more blogs by Spencer Chang. The information on this website is for informational purposes only; it is deemed accurate but not guaranteed.

It does not constitute professional advice. All information is subject to change at any time without notice. Contact us for complete details. Marketing Services. Sign me up for the Blue Corona newsletter. Back to Posts. May 25, This method allows for engagement with consumers that have not interacted with your site directly, but their search engine behavior indicates that they may be a successful conversion.

These users would share similar interests based on keyword searches with those who have been previous customers of your services or products. They may also have had interactions with partner sites that have similar content as your website.

This strategy is excellent for businesses trying to attract new leads and drive users to their site. You may want to try a combination of ad types to determine which works best for your business goals. The most common form of PPC is search ads, displayed through search engine results.

Display ads let you place images on external websites, including media sites. You can pay a fee to have your ads displayed in the social feeds of your target audience. Remarketing is a strategy that collects the information of users who previously interacted with your website. You then send emails to them to remind them to come back to visit your site and re-engage in some way. This could be filling out forms, purchasing a product or service, or simply visiting a specific page of your website.

It takes a lot of thought and effort to build a successful PPC campaign. You have to do some keyword research and select the most relevant terms, organize those terms into ad groups and campaigns, and set up landing pages that have been optimized to result in conversions. The search engines tend to reward the advertisers that have created uniquely targeted PPC campaigns by charging less for every ad click.

If your ads and content prove to be satisfying and useful to consumers, Google charges less money per click, which leads to a higher profit for your company.

There are three types of campaigns that you can run: search network, display network, and search network with a display opt-in. This is the most popular choice for targeting. The search network features google. Microsoft uses bing. This is for the most part, keyword-based; ads are shown based on search queries. Instead, these ads focus on demographics and audiences. An example of this form of targeting would be researching marble, the material.

They have now become aware of your brand when they otherwise would not have known about your company. This combination strategy employs the use of both networks. The way this option works within Google is that you can create a search network campaign, select the display opt-in, and Google handles the rest.

Google regulates where and when your ad might perform the best, as opposed to you choosing for yourself. Within your campaign, you would want to choose subcategories that go along with your theme; these are known as ad groups. Every ad group has to contain keyword variations that match the theme. View the following example:. You must then pick a match type for a keyword.

Here are the match types that you can choose from:. In February , Google expanded phrase match to include broad match modifier traffic. Microsoft Advertising announced that they will do the same beginning in May Advertisers must be specific with showing their ads in the desired locations unless it is an online service and location has no bearing on their target audience.

Just as you can program your ads to be shown on specific devices or a particular location, you can also set your ads for certain hours and days. Weekends, for example, could generate more revenue; bids could be higher on Saturday and Sunday as a result of popularity.

Work within your daily budget. Your budget should be based on your account and performance goals. Test the waters first and see what works best for your company. You can choose to have standard or accelerated delivery when you set up your campaign. Standard delivery means that your ads will be shown throughout the day at an even pace.

This is a good choice for advertisers that have budget concerns. Accelerated delivery will ensure that your ads get shown continually until your budget has been exhausted. Ads should have the keyword theme, any intended value propositions, and finally, a call to action. Ads cannot contain excessive capitalization, punctuation, or misleading statements. Every ad group that you create should include at a minimum, two ads for purposes of testing.

Make sure that these ad copies are formatted for both mobile and desktop viewing. These are eCommerce PPC ads that contain images, product titles, and prices. These are search ads that are shown based on your website content. Google scans your website and matches closely related keyword terms to your content. At that point, the landing page and headline are dynamically generated to be matched with keywords. Find out with this ad copy length performance analysis script.

If advertisers choose Display Network campaigns, they can use image ads. These ads will be shown around and within millions of sites. Your selection can also be tailored to automatically adjust the size of your image, depending on where it gets displayed. An ad extension is an additional link that gives supplementary information regarding your business. This enhances basic forms of PPC advertising.