What is paid search?
When you type something into Google, you are presented with a list of results; the SERP (the search engine results page). This page shows organic results and paid results.
The results that have been paid for have a little green box with the word “ad” before the listing; this is where a company, like yours, has paid to have their page show up at the top of the list. This can be done through Google Ads search campaign, which charges you a small amount of money for every person who clicks on that link. Paid search works to drive traffic to your page through relevant ads.
How does Google Ads help?
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. Keywords Planner is a great tool which you can use to do keyword research. It will help you determine what sort of words or phrases people are already searching for around your product or service.
You will also be able to see the estimated search volume for the keywords; then it is down to you to decide how much you are willing to spend. The lower the Google keyword search volume, the cheaper it should be to buy a listing at the top of that SERP but the prices can also be determined by how many other people want to buy a specific word or phrase so it is important to pick carefully. Google’s Quality Score takes all this into account and is a way of rating the quality of the keywords you pick; and their relevance to the ad and landing pages you link them too. Quality Score is important as it has enormous influence over the cost and effectiveness of your paid search marketing. Read more about how to improve your quality score, with our handy guide.
Picking the right keywords will mean you are reaching the right people and will result in a high click through rate and consistent traffic to your page. With the ad, you have full control over what it looks like and you are able to choose exact keywords.
You can set up your ad from start to finish, as well as monitor results, using Google Ads. Once you have set up an account, simply start by creating your ad, telling people what you offer along with your chosen keyword (or search term) and daily budget – then you’re done! Your business can be instantly more visible, whether you are wanting to find potential customers or grow sales online.
Google Ads is completely measurable – you can see how many people see your ads and how many are actually clicking through to your website. Remember though, that you only pay the current cost-per-click from your budget when a user clicks on your ad. You can even see the sales your website is generating, thanks to your ad.
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. You are able to easily track the ROI (return on investment) with paid search as you can watch each of your adverts and how much you spend on them – whether you are showing ads globally or just in your local area.