Simply put, paid search marketing means you advertise within the sponsored listings of a search engine or a partner site. There are two different types:
- Pay-per-click (PPC): you pay each time your ad is clicked
- Cost-per-impression (CPM): you pay when your ad is displayed
PPC is the most common of the two.
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. They usually have a small box with a green border and green text stating ‘Ad’ next to them.
Paid search platforms
Google Adwords is one of the most common paid search platforms. It’s Google’s own advertising product and offers PPC and CPM advertising as well as site targeted banner, text and rich media ads. Bing Ads is another common platform.
Google AdWords is Google’s main source of revenue. If you use its service, you’ll be able to show your ads on one or both of Google’s advertising networks:
- Google Search Network (featuring the standard Google Search, Google Shopping, Maps and its various search partners)
- Google Display Network (any website that partners with Google or other Google sites such as Gmail, YouTube and Blogger)
Do I really need to use paid search?
It’s not essential. However, if you want to achieve coverage on Page 1 of Google, running a PPC campaign will help you achieve that.
As mentioned, page positions 1 – 4 can only be achieved by PPC. It’s these 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.
Whilst we don’t provide paid search services ourselves, we’re happy to work alongside your paid search agency or recommend a partner.