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Paid Search is a digital marketing strategy that involves displaying ads on search engine results pages (SERPs) by bidding on keywords relevant to a business’s products or services. It allows companies to reach users actively searching for related terms, increasing the chances of attracting qualified traffic. Platforms like Google Ads and Bing Ads are commonly used for paid Search, offering various ad formats like text ads, shopping ads, and more.
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Paid search advertising emerged with the rise of search engines in the late 1990s, revolutionizing how businesses reach consumers online. Google AdWords (now Google Ads) launched in 2000, offering a pay-per-click (PPC) model that allowed firms to bid on keywords and appear in top positions on search results. As competition grew, paid Search became more sophisticated, incorporating automated bidding, audience targeting, and advanced ad formats, solidifying its role as a cornerstone of digital marketing.
Paid Search:
A digital marketing strategy where businesses pay to display ads on search engine results pages (SERPs) based on keyword targeting.
Search Engine Results Page (SERP):
A search engine displays the page in response to a user’s search query, including organic results and paid ads.
Google Ads:
A popular platform for creating and managing paid search campaigns, allowing businesses to display ads on Google’s search results.
Bing Ads (Microsoft Advertising):
A platform for creating paid search ads that appear on Microsoft’s search engine, Bing, and its partner networks.
Keyword:
A word or phrase that triggers a paid search ad to appear when users enter related search queries.
Quality Score:
A metric used by Google Ads to assess the relevance of ads, keywords, and landing pages, impacting ad rank and cost-per-click.
Ad Rank:
A score that determines the position of a paid search ad on the SERP based on bid amount, ad quality, and expected click-through rate.
Click-Through Rate (CTR):
The percentage of users who click on a paid search ad after seeing it is calculated by dividing the number of clicks by the number of impressions.
Cost Per Click (CPC):
The amount paid by advertisers each time a user clicks on their ad is influenced by keyword competition and ad quality.
Conversion Rate:
The proportion of users who complete a desired action, like making a purchase, after clicking on a paid search ad.
Negative Keywords:
Keywords that prevent ads from showing in searches that are not relevant to the product or service, refining targeting.
Campaign Budget:
The maximum amount of money allocated for spending on a paid search campaign over a set period.
Broad Match:
A keyword match type that triggers ads for related searches, providing a wide reach but potentially lower relevance.
Exact Match:
A keyword match type that shows ads only when users search for the exact keyword phrase, offering more precise targeting.
Phrase Match:
A keyword match type that triggers ads for searches containing the exact phrase and close variations.
Ad Copy:
The written text in a paid search ad aims to attract users and encourage them to click.
Bid Strategy:
The approach is taken to determine how much to bid for keyword placements, such as target CPA or maximize clicks.
Conversion Tracking:
Monitoring user actions after clicking on a paid search ad to measure campaign effectiveness and optimize results.
Landing Page:
The web page a user is directed to after clicking on a paid search ad is designed to convert visitors into customers.
Dynamic Search Ads:
Ads that automatically generate headlines and landing pages based on the content of a website, covering keyword gaps.
Responsive Search Ads (RSAs):
Ads that automatically adjust their text combinations to show the best-performing version for users.
Ad Extensions:
Additional information that can be added to paid search ads, such as call buttons, site links, or location details.
Call to Action (CTA):
A prompt in an ad that encourages users to take a specific action, such as “Learn More” or “Buy Now.”
Geo-Targeting:
Displaying ads to users based on their geographic location, helping local businesses reach nearby customers.
Ad Rotation:
The process of showing different versions of ads to see which performs best and improve campaign results.
Auction Insights:
A report that provides information about how a paid search ad performs compared to competitors.
Ad Scheduling:
Setting specific times and days when ads are shown to reach users during peak hours of activity.
Bid Adjustments:
Modifying bids for specific devices, locations, or times to optimize campaign performance.
Automated Bidding:
A strategy where the ad platform adjusts bids automatically to achieve specific goals, like maximizing conversions.
Ad Position:
The placement of an ad on the search engine results page is influenced by ad rank and bidding.
Target CPA (Cost Per Acquisition):
A bidding strategy is where advertisers set a target cost for acquiring a new customer, and the platform adjusts bids accordingly.
Impression Share:
The percentage of total impressions an ad receives compared to the number of impressions it could receive for a given keyword.
Return on Ad Spend (ROAS):
A metric that measures the revenue generated for every dollar spent on paid search advertising.
Ad Preview Tool:
A tool that allows advertisers to see how their ads appear in search results without affecting performance metrics.
Click Fraud:
Competitors or bots often do the act of clicking on ads without the intention of converting to waste ad spend.
View-Through Conversion:
A conversion occurs after a user sees an ad but doesn’t click, yet later visits the website and takes action.
Search Intent:
The purpose behind a user’s search query is to help advertisers select the right keywords and craft effective ad copy.
Local Search Ads:
Ads that appear in response to location-based searches, such as “plumber near me,” help local businesses attract nearby customers.
Shopping Ads:
Ads that feature product images, prices, and links directly to product pages are often used in e-commerce.
Custom Audiences:
Segments of users created based on behaviors, demographics, or past interactions with a website are used for targeted ads.
Remarketing Lists for Search Ads (RLSA):
A strategy that allows advertisers to target past website visitors with customized search ads.
Ad Variants:
Different versions of ads are tested against each other to determine which one performs better.
Search Terms Report:
A report that shows the actual queries users entered to trigger ads, helping advertisers refine keyword targeting.
Maximize Conversions:
An automated bid strategy that adjusts bids to get as many conversions as possible within a set budget.
Ad Preview & Diagnosis Tool:
A tool in Google Ads that helps troubleshoot why an ad might not be appearing for certain searches.
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