What is ‘Paid Search’?
Simply put, ‘Paid search’ marketing means you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click – PPC) or less commonly, when your ad is displayed (cost-per-impression – CPM).
When you first search for something in a search engine, the Paid Search Ads are the ones which are in the top 1 – 4 positions and usually have a small box with a green border and green text stating ‘Ad’ next to them.
The most common platforms are Google Adwords (Google’s own advertising product. It offers PPC and CPM advertising as well as site targeted banner, text and rich media ads) and Bing Ads.
AdWords is also Google’s main source of revenue and if you use its service you will be able show your ads on one or both of Google’s advertising networks which are the Google Search Network, featuring the standard Google Search, Google Shopping, Maps and its various search partners. And also Google Display Network, which is any website that partners with Google, and other Google sites such as Gmail, YouTube and Blogger.
Do I really need to use it?
No not really is a simple answer, but, if you really want to achieve coverage on Page 1 of Google then running a PPC campaign will help you achieve that.
As mentioned, page positions 1 – 4 can only be achieved by PPC Paid Search, and it’s those positions which are at eye level when you look at search results. It’s also important to remember that positions 5 onwards on Page 1 are competitive to be found on, although that’s not to say that Paid Search is an easy task either.
For further information and discuss how Paid Search can benefit you, please contact us.