Paid Search Advertising

Paid search is a type of digital marketing where search engine, for example, Google and Bing allow advertisers to show promotions on their results pages (SERPs).

Paid search takes a shot at compensation for each pay-per-click model, which means you get charged only when a visitor clicks on your promotion. This makes it a quantifiable and controllable marketing channel as compared to other traditional modes of advertising. Paid Advertisments include text ads or shopping ads, which are displayed at the top or at the bottom of the search result page.

Consistently, a huge number of individuals are looking on Google for products, services and solutions. This presents an excelllent oppertunity for a business to a relevant and engaged audience that is actively looking for purchasing products or services.

Some different types of promotions, for example, banner advertisements, are known as ‘interruption marketing’, implying that the individual who sees the advertisement may not really be in the market to purchase something at this stage. Where paid search has the edge, is that by typing something into a search page we realize that the client has the intent to research or buy.

• Click: when a visitor clicks on one of your displayed ads.

 

• Impression: when your display ads are shown. It is necessary to understand that this does not mean that visitors have seen your displayed ads. An impression is counted if your advertisement is displayed at the bottom of the search engine result page and a visitor has not even scrolled all the way down to view it.

 

• Click-through rate (CTR): it is simply the percentage of impressions your advertisement that has resulted in clicks – higher the percentage better it is.

 

• Average cost-per-click (CPC): it is quite self-explanatory it about how much an average click has costed

 

• Average position: it is an average position of the displayed advertisement on the search result page your ads have shown (position one being the highest).

 

• Cost/conversion: the amount of money that has been spent on paid search, divided by the number of conversions. The lower the better.

 

• Conversion rate: the percentage of visitors who have completed a conversion after clicking on your ad. The higher the better.