“Paid search marketing affords business the opportunity to advertise within the sponsored listings of a search engine or a partner site by paying either each time their ads is clicked (pay per click) or less commonly, when their ad is displayed (CPM or cost per thousand) or when a phone contact is generated (pay per call).”
This image shows you ads that are found at the top of Google’s search results for the phrase “sell your car”. Companies used GoogleAds to bid against each other to rank first in the results.
This video does a great job of explaining what exactly paid search is and why it’s effective.
Unlike the ads on TV or in a magazine, paid search ads are tailored specifically to the search query. This means that if you search up “best pizza near me” you will only find ads that are related to pizza. Because these ads are relevant to the search query, they are more likely to be clicked on than an ad for a random product. GoogleAds allows the marketer to customize their ad copy to really tailor their ad to a customer’s need. For example, a good copy for “best pizza near me” would look something like this:
Notice how the words “best pizza” are in the ad copy. It is important to include the keywords you want in the description under your ad.
There are two different factors in determining which ad will be displayed first:
- The bid: the max amount that advertisers pay for a click on their ad. The max bid (sometimes less) is paid when a user clicks on the ad. The advertiser does not get charged if no one clicks on their ad.
- Quality: Google rewards ads the are relevant to the keyword used. Sometimes relevant ads can outrank others that bid higher.
Paid search is a form of biddable media that allows you to better reach a specific customer who has a specific question. GoogleAds gives you the ability to personalize the ad experience to your target audience. The more personalized and relevant and ad is to a user’s search query, the more likely it is to be clicked on.