What is Paid Search Marketing?

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Every Google search is an opportunity for a business or service to get noticed, thanks to paid search marketing. According to Higher Visibility, paid search results gain 150% as many conversions from clicks as organic search results. But what exactly is paid search and how does it work?

When you search something on Google, you will be given both organic and paid search results. Organic search results are those not being paid for and are usually the result of what matches the most with what you had searched. Paid search results are the ones that appear on the top of your results page and are part of an ad campaign.

The first step to creating a Google Ads campaign is setting the locations for your ads. Next you must select your keywords, these should be a mix of single words and phrases that relate to what your ad is for. There are several different types of keywords such as exact match, phrase match and broad match. While broad match is the default choice for keywords and the most straightforward, you should not rely solely on them as they can prove to be costly for your budget and allow less versatility in your search possibility. You should also establish negative keywords in your campaign, this prevents your paid ad from showing up on searches that are irrelevant to your business or service. If you are stuck or need inspiration, Google Keyword Planner can help you select custom keywords tailored to your brand.

The next step is to write the text for your ad. This will be made up of two headlines and a brief description. Your ad text should be engaging to read and contain relevant keywords.

Lastly, you must bid on the keywords you selected for your campaign. For each individual keyword, Google will suggest bids for how much you should pay in order to make sure your ad will get chosen to be shown on a Google search. Google Ads only charges when your ad is clicked. It is important to keep track of your advertising budget and be aware of when your campaign is running so you are not charged unknowingly.

When utilizing a paid search advertisement, it is essential that you track your analytics. Through Google Ads you will be able to view the results of your ad campaigns in real time and see the effectiveness of the paid ads campaign that you are running. It is also a good idea to set goals and keep track of conversion. Conversions depend on the business, for online shops a conversion means that the visitor purchased from their website, meanwhile for other businesses a conversion could mean a phone call or submission of a contact form on their website.

Creating a paid search ad campaign may seem daunting at first but with clear goals and the help of Google Ads, the process can be made simple and create a big impact for you or a client.

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Written by
at Jan 21, 2021

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