What is Paid Search?

Say you type something in Google like mountain bikes and hit enter. Google then pulls up a list of results, or what digital marketers refer to as a SERP (Search Engine Results Page) which shows the organic results as well as the paid results.

There is an easy way to tell if a result is paid search: paid search ads have a green box next to the result which says “ad.” This shows that a company has paid for their advertisement to show up at the top of the search results listing. Digital marketing savy entrepreneurs will create a Google Ads Search campaign, which basically means Google charges the advertiser when someone clicks on that link. Paid search is a bit different because it works to drive search traffic to your site through relevant ads.

But you may be wondering, how do I know if I should create a Google Ads Search campaign? Ask yourself these four questions.

  1. Do you want your business to appear when users are researching and comparing different options?
  2. Do you want your business to be there at the exact moment someone is looking for the kinds of products or services you offer? 
  3. Do you want your business to show up on search results when businesses similar to yours are showing up?
  4. Do you want to learn about what users are looking for and the ads they’re engaging with so you can come to an informed decision on how to add more value to their lives?

If you answered yes to one or more of questions, then creating a Google Ads Search campaign is the right choice for you.

By picking the right keywords, this means you are targeting the right segment of people and this will result in a increased click through rate (CTR) and consistency to your website. But how do you know if you are picking the right keywords? Use Google’s Keyword Planner.

A good rule of thumb when choosing keywords is choosing words that are both relevant and highly search for. Google’s Keyword Planner helps to determine words or phrases that people are searching for around your product or service.

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