Print advertising was the only mode of advertisement in early times. It used to be very simple as you paid a certain amount of money for a certain amount of space in a print publication and wait for your sales to multiply.

The trend changed, and it moved towards online advertising, part of digital marketing. Here, you have an abundance of options like paid social media marketing, paid search marketing services, display advertising, paid videos, and much more. Here, we will be discussing Paid search engine marketing and how it is beneficial for a business.

What is Paid search marketing?

Paid search marketing, better known as Pay-per-click (PPC) advertising, is a type of marketing that helps you create and display ads in search results. These ads usually appear right at the top of the page, even above the organic search results, and run via Google Ads.

Each display ad of yours helps users to go to the landing page where they are pushed to become leads or convert. The number suggests that 46% of page clicks go right at the top three PPC ads in search results. Yes, a PPC campaign needs a significant amount to run. However, you only have to pay for an ad when it gets clicked on, and this process is known as PPC i.e. pay-per-click.

But, how does Google Ads work in this case? The process is, you bid on specific keywords- terms people search for in Google- that you want to target. When people search for those keywords, Google will display the ads of the bidders who:

  • Possess the highest bids
  • Have the best quality scores (The google assessment of your ads’ quality)

How Paid Search Marketing Works

Businesses bid on certain keywords for which they want their advertisements to show up. Paid search is more of a science now. You only have to figure out now that the more closely the keywords you choose to match a user’s query, the better is the possibility for your ad to rank higher.

paid search marketing

One of the best things about Paid search ads is that it appears based on an auction.- This determines which ads get to show as well as where they will be shown. However, there are several other factors as well that determine where your ad will rank from the landing page.

Also, Read – How To Keep A Track On Google Algorithm Updates

How to start a paid advertising campaign?

Now, when you have understood the concept of PPC marketing, the next question here is how you should begin your first PPC content. PPC is a vast field, the deeper you go into it, the more complex it gets. Here are three steps you should be following to start your PPC advertising.

advertising campaign

#1. Find a bid on relevant keywords

Keywords are perhaps the most vital aspect of paid search marketing strategy. When you hire a digital marketing company to keep a check on your PPC, it targets your ads towards specific keywords so that you could reach a relevant set of audience.

Once you have created your Google ads account, you should look forward to developing a list of keywords to target in your campaign.- This could be done by brainstorming a few terms that are relevant to your business. After the brainstorming process, use a keyword building tool like KeywordFX to build a list of related keywords.

#2. Ad creation and building landing pages

When the keyword selection is done, the next step is to create ads. Ad creation also means creating the landing pages where these ads will be linking. While doing this, make sure you fulfill the user search intent i.e. why users will search for your chosen keywords. Your ads should be capable enough to give users what they are seeking on search. For this, each keyword should have a custom ad crafted tailor-made for it.

Talking about the landing page, it should be kept simple and sober. Use minimal text, and everything should be centered around a single call to action (CTA) for a better possibility of users to convert.

#3. Monitor Results

If you think your PPC marketing is all done and dusted after creating ads and landing pages, I am afraid you are wrong. Creating ads and landing page is only the beginning of your PPC marketing, but monitoring your ads’ results to see what is working and what isn’t is essential. By gaining this idea, you can respond accordingly. To achieve this by diving into various metrics in Google Ads, for example, click-through-rate (CTR) and conversion rate.

Time to wrap up: This post is all about Paid search engine marketing and how it works. However, this is just an introduction to the world of paid search, as there is much more to be learned and tested. When executed properly, PPC can help your business gain immaculate heights. Therefore, go through this post and avoid the pitfalls to get your business up and running in a far better manner.

Akansha Pandey

She loves to write about what she has learned in all these years in the industry. She thinks that knowledge should be shared with everyone.

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