Paid search is a form of digital marketing where search engines allow advertisers to show ads on their search engine result page. This gives an opportunity for you to show your product or services while searching for a particular product or service. It helps you promote your business and engage an audience.
When any company pays to have their page or product or services shown at the top of any search engine result page, it is called paid search. However, the company will only be charged according to the clicks on the result on the page.
The paid search comes under Seach Engine Marketing (SEM), and it helps to drive traffic to your site.
WHY PAID SEARCH MARKETING?
Whenever any user searches for any particular keyword, two types of results are displayed, organic results and paid results. Now the question that strikes our minds is, why to pay for the result when it can be displayed via organic results because organic search results take a lot of time and effort to secure a place on the search engine results page.
The newly established and less popular sites take even longer to target and gain an audience with organic results.
HOW PAID SEARCH MARKETING WORKS?
Every time a spot for an ad is available on the search engine result page, an auction occurs. Various advertisers bid on the keywords on the auction.
However, a lot of factors are considered before announcing the winner, like the bid amount and the quality and relevance of the ad.
Then the ad that wins the auction appears on the search engine results page.
WHAT IS PPC?
Pay-per-click (PPC) is a Search engine marketing (SEM) technique where the advertiser places its ad on a search engine results page, and it pays the host only when its ad is clicked on.
Pay-per-click, its name suggests it’s functioning pretty well, that the advertiser will pay only when is ad gets clicked.
HOW DOES PAY-PER-CLICK ADVERTISING WORK?
You cannot just simply pay more for your ad to appear before your competitor’s ad on the search engine results page. Instead, all the search engines conduct an auction wherein they check the quality and relevance of your ad in order to display it on their results page.
In the bidding auction, the advertisers must bid on the terms or words that are most relevant to their content. These terms are known as keywords.
PPC is all about relevance; hundreds and thousands of people are searching for one thing or another at any given time. It gives the advertisers a chance to display their products and services according to the needs and wants of the consumer. They can simply target their audience by bidding on the most relevant keyword.
PPC helps to grow your brand’s presence online and increase traffic and sales to your site and is also a great way to reach new customers.
Some of the PPC platforms help you by targeting only those consumers who are likely to fit your consumer demographics.
Reading all this is easy. Practising and mastering it can get difficult. Here is a useful reference for you if you wish to deal with it more easily, even after reading the article.
PPC BEST PRACTICES FOR 2021
CUSTOMISE ADS FOR MOBILE
If your ad is not mobile-friendly, it is a huge drawback as mobile devices drive the most traffic.
TARGET YOUR AUDIENCE
A lot of tools help you target audiences who are more likely to be interested in the product or services your company offers.
USE RELEVANT PICTURES
Don’t forget to use relevant pictures as it attracts audience’s attention easily.
REVIEW YOUR BUDGET
Before using any PPC campaign, check your budget if you have to increase or decrease or change it.
INCORPORATE DYNAMIC KEYWORD INSERTION
With this feature, you can customise your keywords according to the terms the users are searching for. This makes it more relevant for your target audience.