The Beginner’s Guide To Paid Search Advertising

By December 1, 2017March 17th, 2021Blog

Paid search advertising allows you to be seen by people at the very moment that they’re searching on the web for products and services you offer. The best part—you only pay when they click to visit your website or call. Put simply, paid search advertising is the placement of ads on web pages displaying search results. This includes search engines such as Google and Bing that have two of the most well-known paid search platforms: Google AdWords and Bing Ads.

Why Pay For Search Advertising?
Your current customers know your business and can find you in search results. But there are customers you’ve yet to reach, and who might be using keywords that are not necessarily relevant to your business. What happens then is that your business’ name doesn’t appear in those search results. Paid search advertising with Bing or Google places your business front and center with potential customers you otherwise may not be able to reach.

The best part—every type of business finds value and success with paid search ads. Whether you’re interested in foot traffic in your stores, in calls, or in driving traffic to your website or blog, search ads offer you a plethora of solutions.

How Does The Process Of Search Advertising Work?
When customers search for products and services they enter keywords into search engines like Bing. If the keywords in your business’ ad match a customer’s search, your ad will appear next to or above those search results. Search ads can be configured in such a way so that people can visit your website, stop by your store or office, or call you.

Building a search ad, in fact, takes just a few minutes. You’ll also need to choose keywords that potential customers may search for on the web to find your product or business. Set a daily budget for your ad, and you’re ready to go live. With Bing Ads, for example, you can even target your search ads to different geographic regions, days or times of the week and demographics.

Pay-Per-Click Advertising 101
In a pay-per-click advertising model, an advertiser bids based on how much he/she is willing to pay for each time someone clicks on his/her ad. Web pages have a limited number of places to display ads which is which these limited spaces are auctioned. To get the space you want, you need to bid against other advertisers. Your ad position depends on several factors:

  • How your bid compares to other bids in an auction
  • How closely your business’ ad and website fits with the terms people are searching for i.e. relevancy of your ad
  • How often your ad is being clicked on and its performance in the past

An Opportunity To Reach New Customers
Every single day people are searching for products and services they want on their PCs, smartphones and tablets; and your ad can appear above these search results. You only pay when people click—either to visit your website or to call your business. Millions of searches occur per day on Google and Bing; with paid search advertising you can ensure customers notice your brand, consider your offerings, and take the desired action.