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Learn The Basics of Paid Search

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You’ll Learn:

1.  What paid search is

2.  Where paid search ads are displayed

3.  How to start a paid search campaign

4.  Who uses paid search marketing

5.  Why you should use paid search

What Is Paid Search?

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The Definition

WHAT IS PAID SEARCH?

Paid search advertising, often referred

as pay-per-click (PPC) advertising,

allows businesses to display an ad on

a search engine when people search

for a keyword related to a product or

service. The advertiser pays only when

the ad is clicked. The ad is placed

on the search engine results page

(SERP) according to the bid set by the

advertiser, along with other relevance

and performance factors determined

by the search engine.

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Where Are Paid Search Ads Displayed?

Paid search ads can be viewed above, to the right of, and beneath the organic search results on the search engine results page [SERP].

How Do I Start a Paid Search Campaign?

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How to Start a Paid Search Campaign

1.  Define the goal of your paid search campaign (e.g. drive more online sales, increase email subscriptions, etc.).

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How to Start a Paid Search Campaign

2. Set up an account on Google AdWords or BingAds.

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How to Start a Paid Search Campaign

3. Choose campaign settings, budget and key performance indicators (KPIs) you wish to track.

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How to Start a Paid Search Campaign

4. Research and build your keyword list.

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How to Start a Paid Search Campaign

5. Choose campaign settings, budget and key performance indicators (KPIs) you wish to track.

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How to Start a Paid Search Campaign

6. Create ad groups by organizing related keywords.

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How to Start a Paid Search Campaign

7. Set your maximum cost-per-click (CPC).

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How to Start a Paid Search Campaign

8. Once you’ve launched your campaign, regularly monitor your KPIs and test your campaigns to optimize your advertising efforts.

Who & Why?

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Who Uses Paid Search Marketing?

•  Small Medium-Sized Businesses

•  Enterprise Level Teams & Agencies

•  National & International Brands and Corporations

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Why Should I Use Paid Search?

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•  Reach more customers searching for a specific item.

•  Increase brand awareness.

•  Increase online conversions.

•  Promote new products, seasonal events, and sales.

•  Gain insights into target market through ad testing.

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