# Paid Search Marketing

### What is paid search Marketing

![paid search marketing](https://clickdimensions.com/files/2019/03/How-to-Monitor-the-Effectiveness-of-Paid-Search-with-a-Search-Marketing-Dashboard.jpg)

Paid search marketing, also known as pay-per-click (PPC) advertising, is a form of online advertising in which businesses pay a fee each time one of their ads is clicked. The most common form of paid search marketing is through the use of search engine advertising platforms such as Google Ads, Bing Ads, and Yahoo Gemini.

In paid search marketing, businesses create ads that are targeted to specific keywords or phrases. These ads are then displayed in the sponsored results section of a search engine results page when a user searches for one of the targeted keywords or phrases. The ads are usually displayed at the top or bottom of the page, and are clearly labeled as "Sponsored".

### Difference between paid search and organic search

![paid search and organic search](https://www.rakacreative.com/wp-content/uploads/2020/06/how-to-use-paid-search-tactics-to-improve-organic-results.png)

Paid search and organic search are two different methods of appearing in search engine results.

`Paid search`, also known as pay-per-click (PPC) advertising, is a form of online advertising in which businesses pay a fee each time one of their ads is clicked. Businesses create ads that are targeted to specific keywords or phrases, and these ads are then displayed in the sponsored results section of a search engine results page. The ads are usually displayed at the top or bottom of the page, and are clearly labeled as "Sponsored."

`Organic search`, on the other hand, refers to the natural or unpaid search results that appear in a search engine's results page. These results are determined by the search engine's algorithm, which takes into account various factors such as relevance, authority, and user engagement. The main goal of organic search is to improve the website's relevance and popularity to search engines, by utilizing various techniques such as keyword research, content optimization, and backlinking.

### What is Pay-Per-Click

![Pay-Per-Click](https://www.floortrendsmag.com/ext/resources/Issues/2019/01-January/0119_ft_TalkFloor_img1.jpg?1547148495)

Pay-per-click (PPC), also known as cost-per-click (CPC), is a model of online advertising in which businesses pay a fee each time one of their ads is clicked. The most common form of PPC advertising is through the use of search engine advertising platforms such as Google Ads, Bing Ads, and Yahoo Gemini.

In PPC, businesses create ads that are targeted to specific keywords or phrases. These ads are then displayed in the sponsored results section of a search engine results page when a user searches for one of the targeted keywords or phrases. The ads are usually displayed at the top or bottom of the page, and are clearly labeled as "Sponsored."

PPC allows businesses to reach potential customers at the exact moment they are searching for products or services that are relevant to the business. Businesses only pay when a user clicks on their ad, making it a cost-effective way to generate leads and drive sales. PPC also allows businesses to measure the performance of their ads in real-time and adjust their campaigns accordingly.

### Why paid search marketing?

* PPC ads produce fast results.
* Paid search ads help you generate more qualified leads.
* PPC ads provide measurable results.
* Paid search advertising improves brand recognition.
* It’s great for local search.
* PPC ads are budget-friendly.

### PPC terminologies

PPC terminologies are terms used to describe various aspects of a pay-per-click (PPC) advertising campaign.

* `Click`: A click is the action of a user clicking on an ad. It is a measure of how many times an ad has been clicked.
* `Impression`: An impression is the number of times an ad has been shown to a user. It is a measure of the ad's visibility.
* `Click-through rate (CTR)`: The click-through rate (CTR) is the ratio of clicks to impressions. It is a measure of the ad's effectiveness and is calculated by dividing the number of clicks by the number of impressions and multiplying by 100.
* `Average cost-per-click (CPC)`: The average cost-per-click (CPC) is the average amount that a business pays for each click on their ad. It is calculated by dividing the total cost of the campaign by the number of clicks.
* `Average position`: The average position is the average position of an ad in the search engine results page.
* `Conversion`: A conversion is an action that a user takes on a website after clicking on an ad, such as making a purchase or filling out a contact form.
* `Cost per conversion`: The cost per conversion is the cost of a campaign divided by the number of conversions.
* `Conversion rate`: The conversion rate is the number of conversions divided by the number of clicks.

### What is GoogleAdWords?

Google AdWords is a platform provided by Google that allows businesses to create and run pay-per-click (PPC) advertising campaigns. It is one of the most popular platforms for PPC advertising and allows businesses to reach potential customers at the exact moment they are searching for products or services that are relevant to the business.

### How does paid search work

* `Research and select keywords`: The first step in a paid search campaign is to research and select the keywords and phrases that are relevant to your business and that potential customers are likely to use when searching for your products or services.
* `Create ads`: Once you have selected your keywords, you will create ads that are targeted to those keywords. These ads will typically include a headline, a description, and a destination URL.
* `Set a budget`: You will then set a budget for your campaign. This will determine how much you are willing to pay for each click on your ads.
* `Choose targeting options`: You will then choose targeting options for your campaign, such as geographic location, language, and device type.
* `Launch the campaign`: Once your ads, budget, and targeting options have been set, you will launch the campaign. Your ads will begin appearing in the sponsored results section of the search engine results page when a user searches for one of your targeted keywords.
* `Monitor and adjust`: After your campaign is launched, you will need to monitor its performance and make adjustments as necessary. This might include changing your budget, targeting options, or ad copy to improve the performance of your ads.
* `Track the conversion`: you can track how many people are clicking on your ads, visiting your website and converting into leads or customers.
* `Optimize and repeat`: Based on the data and insights you have, you can optimize your campaign by modifying the ad copy, targeting options, bid prices and budget to improve the performance of your ads. Rinse and repeat the process to achieve the desired result.

### Benefits of PPC(Pay-per-click) advertising.

PPC advertising, also known as pay-per-click advertising, offers several benefits to businesses, including:

* `Quick results`: PPC advertising can generate leads and sales quickly, making it an effective way to drive short-term results.
* `Targeted audience`: PPC advertising allows businesses to target their ads to specific keywords and demographics, making it an effective way to reach a highly-qualified audience.
* `Measurable results`: PPC advertising provides detailed analytics and reporting, which allows businesses to track and measure the performance of their ads in real-time and make informed decisions about the campaign's targeting, budget, and ad copy.
* `Cost-effective`: PPC advertising is a cost-effective way to generate leads and drive sales, as businesses only pay when a user clicks on their ad.
* `Flexibility`: PPC advertising allows businesses to adjust their targeting, budget, and ad copy as needed, making it an adaptable and flexible marketing strategy.
* `Increased brand awareness`: PPC advertising can help to increase brand awareness by making a business's products or services more visible on search engine results pages.
