Paid Search

Paid search advertising is advertising that appears on search engines on a pay-pay-click (PPC) model. It works by targeting specific ‘keywords’ that you would like your advertisements to appear for, and placing a maximum cost-per-click bid to let the search engine know how much you’re willing to pay per click.

Paid Search Agency 

The position that your ad is shown in on the search engine will depend on your bid and your quality score (an estimate of the quality of your ads, keywords and landing pages).

However, paid search advertising can be much more complicated than simply choosing your keywords and pressing ‘go’. There are many more elements to paid search that will enable you to achieve the best results. Therefore, taking the time to plan a well-researched and detailed strategy is essential.

If it’s the right thing for your business, our expert team of PPC advertisers will be able to work with you to build a well-researched and detailed paid search strategy. We’ll also be able to provide regular, easy-to-understand reports that make sense to you.

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Paid Search Platforms

Google Paid Search (PPC)

It is important to understand your market and audience before implementing paid search as there are many different options now available. These options and which ones to choose to advertise will depend on your marketing objectives and business goals. Do you want to increase revenue, traffic or simply increase brand awareness?

Before implementing any digital campaigns NoVoodoo will fully research and create a marketing strategy with you to understand the target of what we want to achieve together. 

About the Google Search Network

The Google Search Network isn't just a search engine where text ads can appear. The network consists of search-related websites and apps, all of which can show your adverts to users searching for keywords related to your business. Your ads can appear on the search engine results page as search text ads, Google shopping ads and images or videos. 

Where can my adverts appear?

Your adverts can appear on either the search engine results pages or other related search pages and apps known as Google Search Partners 

  • Google search sites: Ads can appear above or below search results on Google Search. They can appear beside, above or below search results on Google Play, Google Shopping, Google Images and Google Maps - including the Maps app.
  • Google search partners: Ads might appear with search results on websites of Google search partners or as part of a related search or link unit. For text ads, search partners include hundreds of non-Google websites, as well as Google Video and other Google sites. Product Shopping ads can appear on search partner sites that display and link to products for sale. 

 

What types of adverts can I use with Google search?

  • Text ads
  • Shopping ads
  • Display ads (image and video)
  • dynamic search ads
  • call ads 

 

Paid Search Management

Why use Paid Search Advertising?

Paid search marketing is a form of digital marketing where you pay for your advertisements to be shown in the search results of the SERP (search-engine-results page). Paid search can be highly effective at driving relevant traffic to your website, increasing leads and/or revenue. Paid search advertising can also be referred to as search engine marketing (SEM), sponsored listings or search engine advertising. 

Often, the bidding strategy pay-per-click or PPC is used, where you will pay every time one of your advertisements is clicked, the amount depending on how much you have chosen to bid for each keyword. Google Ads (formerly Google AdWords) and Microsoft Advertising (formerly Bing Ads) are the most common paid search advertising platforms.

When creating a strategy for Paid Search, there are a lot of important factors to take into account. NoVoodoo has broken this down into five key areas:

 

Business goals

What are your business goals for the next 3/6/9/12 months?

Before you begin your paid search campaign, it is important to set goals and targets as this will allow you to make strategic decisions to ensure your campaign is running as successfully as it can. For example, with paid advertising, setting goals such as a target CPA (cost-per-acquisition) will give you a good indication of early campaign performance. 

 

Keyword Research

What are your customers searching for?

Conducting keyword research (as you would for SEO with organic keywords) will allow you to understand exactly what your potential customers are searching for. This can be done with software tools such as SEM Rush, Google’s keyword planner and also Google itself.  

 

Analysis

Are your competitors using paid search advertising?

Analysing your competitors paid activity on search engines will allow you to understand their strategy, find any areas that they aren’t taking advantage of and also an indication of how high you CPC (cost-per-click) might be. 

 

Audience Building

Are you utilising your paid search traffic after they’ve left?

It is unlikely that website visitors will make a purchase/make contact with you the first time they visit your site, whether that’s through paid search advertising, organic, or even social media marketing such as Facebook Ads. This is why it is so important to collect these users into audiences that you can then later use to remarket to bring them back to your site.

More information about PPC that you may find useful

Learn more about Paid Search

What are paid search engines?

Paid search engines are the search engines where your PPC ads might appear such as Google and Bing. These search engines each have their own advertising platforms, where you can set up your campaigns, ad groups and keywords.

Why should I use paid search advertising?

Paid search advertising is a fantastic way to reach your customers when they are looking for your service or product, as you can target keywords so specifically. This means that you have the ability to target potential customers who are in the final stage of the buying cycle, and you can achieve a great return from this.

Paid search is also a cost-effective way of delivering a large amount of traffic to your website, and can be an essential part of any overall marketing strategy.

Are paid search and PPC the same?

Paid search ads and PPC aren’t exactly the same - PPC stands for pay-per-click, whereas paid search ads don’t always have to be targeted on a pay-per-click bidding model, as there are alternatives available.

How much is paid search on Google?

How much you spend on paid search completely depends on your business, your budget, search volume, and what you want to achieve. Spending money on paid search is easy, so the key is understanding where to utilise your budget to get the best results.

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