What is Paid Search (and why is it important)?

Updated: 3 May 2024

Google Ads Google Search mockup

What is Paid Search?

Paid search, also known as pay-per-click (PPC) advertising, is a digital marketing strategy in which advertisers pay a fee each time their ad is clicked in the search results.

A highly controlable form of advertising, paid search allows businesses to bid on the keywords most relevant to the products or services, enabling potential customers to find the products and services they provide, growing sales, revenue and profit.

There has been a gradual increase in the percentage of clicks on paid search ads compared to organic results. This shift can be attributed to several factors, including the increased visibility of paid search ads in search engine results and improvements in ad targeting, delivery and relevancy.

When people talk about paid search, they are usually talking about advertising on Google, however other search engines such as Bing can also be effective in reaching certain target audiences.

Paid Search screenshot

Why is Paid Search important?

Paid search is crucial for brands as it offers enhanced visibility and exposure in search results which is especially important for brands who have low visibility in organic search results. By leveraging paid search effectively, brands can increase their visibility, attract relevant traffic and drive conversions, helping them meet their online performance objectives.

Some of the advantages of a strong paid search presence include:

Enhanced Visibility and Exposure

  • With paid search ads, brands can ensure that their products or services are prominently featured to users actively searching for related keywords. This is super important when the brand does not rank organically for a keyword.
  • Increased visibility in SERPs helps brands stand out from competitors and capture the attention of potential customers, leading to higher brand awareness and consideration.

Targeted Advertising

  • By targeting specific keywords, audience segments, and locaitons brands can ensure that their ads are displayed to the users most likely to be interested in their products or services.
  • Targeted advertising helps brands maximize their advertising budget by minimizing wasteful ad spend.

Immediate Results

  • With paid search ads, brands can start driving relevant traffic to their website or landing pages as soon as their campaigns go live, allowing for quick lead generation and sales opportunities.

Cost-Effective Advertising

  • Brands can set daily or monthly budgets and bid amounts for keywords, allowing for precise control over advertising costs and ROI.

Measurable Performance

  • Brands can track key metrics such as clicks, impressions, click-through rates (CTR), conversion rate, and return on ad spend (ROAS) to evaluate campaign effectiveness and optimize performance.

    Competitive Advantage

    • By maintaining a strong presence in paid search results, brands can establish themselves as industry leaders and stay ahead of competitors in the online marketplace.

    Brand Protection

    • By bidding on their brand terms, brands can ensure that their ads appear at the top of search results when users search for their brand name, preventing competitors from hijacking valuable traffic and potential customers.

    Summary

    Paid search plays a vital role in the digital marketing strategy of brands, offering numerous benefits that contribute to their online success:

    • Enhanced Visibility: Paid search allows brands to increase their visibility and exposure in search engine results pages (SERPs), ensuring that their products or services are prominently featured to users actively searching for relevant keywords.
    • Targeted Advertising: With precise targeting options, brands can reach their ideal audience based on demographics, location and intent. This targeted approach ensures that ads are displayed to users most likely to be interested in their offerings, maximizing the effectiveness of advertising budgets.
    • Immediate Results: Unlike organic search engine optimization (SEO), paid search provides immediate visibility and traffic to brands. Campaigns can start driving relevant traffic to websites or landing pages as soon as they go live, allowing for quick lead generation and sales opportunities.

    In essence, paid search empowers brands to achieve their marketing objectives by delivering increased visibility, reaching targeted audiences, and driving immediate results, ultimately contributing to their overall growth and success in the digital landscape.

    Work with us

    If improving your brand’s online visibility through a strong paid search presence is an area you would like to explore more closely, let’s set up a call to talk through your current performance, where you would like to be, and how you can get there.

    11 + 15 =