Achieving the highest position on search engine result pages (SERPs) will bring massive traffic to your site, increase your reach, and increase your sales. Unfortunately, such placement involves a lot of work when going the organic SEO (search engine optimization) route. Which option makes it easier to see URLs and content? Learn what paid search is, how it differs from organic search, and how this search engine optimization tutorial can help.
read: Internet marketing and search engine optimization
What is Paid Search?
Paid search, as the name suggests, is a digital marketing technique in which advertisers pay search engines to place their ads on SERPs. If you’ve ever used Google, you’ve probably noticed these ads appearing above or below the search engine results page. Some look like standard search results in text form, others have images and look like online carousels or catalogs. To help users distinguish paid search ads from standard search results, Google places the words “ad” or “sponsored” at the top.
Are all paid search ads created the same? No, because several factors determine placement or ranking among competitors. Google uses ad auctions to determine which ads appear where. All ads in the auction are given an ad rank calculated by Google Ads. Ad Rank is important for businesses because it determines where your ads rank and whether your ads are eligible to be shown.
As expected, the ad with the highest Ad Rank is ranked top, and the ad with the second highest rank is second. The six factors that determine Ad Rank are:
Businesses bid on terms and keywords related to their products and services in an auction format. When you place a bid, that number tells Google Ads the maximum amount a user is willing to pay to click on your ad. Many people refer to this marketing model as pay-per-click (PPC) because you only pay when someone clicks on your ad.
You can change your bid at any time, and the amount you end up paying is usually less than your bid.
Ad and landing page quality
To run a paid search campaign, you need an ad and the page it leads to (landing page). Google Ads examines your ads and landing pages to determine how useful and relevant they are to potential searchers. This usefulness and relevance is reflected in your Quality Score, which you can monitor and improve via your Google Ads account to get better ad placements.
ad rank threshold
Google Ads sets minimum standards to help businesses create high-quality ads. Ads must meet these criteria to be shown.
Two ads with similar Ad Rank may compete for the same position. Google Ads gives both of them an equal chance to get that position. As one ad starts to drift away from the other and the ad rank difference grows, the higher ranked ad is more likely to win. In exchange for a higher chance of winning, higher ranked ads may have to pay a higher CPC.
Context is important in ad auctions. Google calculates Ad Rank using several signals and attributes related to a user’s search, including:
- You have entered a search term.
- User’s location.
- Search time.
- The nature of your search term.
- The type of device being used (desktop or mobile).
- Other search results and ads on the page.
Expected impact of other ad formats and extensions
Ads can be enhanced with additional information (extensions) such as multiple links to different pages of the site or a phone number. Google Ads estimates how such extensions and other ad formats may affect ad performance and uses that as another factor in determining placement.
read: Best SEO Software and Tools (Paid and Free)
What are the benefits of Paid Search?
If you want to drive quality traffic to your site or page, search engines can provide it. How can paid search help? By offering the following benefits:
- quick results – Getting top organic placements in SERPs not only takes a lot of time and effort, but it can be expensive if you hire copywriters, designers, webmasters, etc. to implement good practices. increase. Paid search allows you to quickly set up highly targeted advertising campaigns to bring in visitors looking for exactly what you have to offer in terms of your products and services.
- easier conversion – The nature of paid search is so targeted and precise that a little bit of keyword research can attract a highly motivated audience that converts quickly with little persuasion required. If you sell out gear and target “best gym shorts” as a keyword phrase, people who search for that phrase and see your ad are very likely to buy from you.
- excellent ROI – Yes, Paid Search is not free, but it is very cost effective. According to Google, brands earn $8 for every dollar spent on the tech giant’s platform. So the results are not only fast, but also substantial. Paid search is also typically bidding, so the market determines the price of the ad. This means that you may pay less than your maximum bid unless a large number of competitors are bidding on the same keyword. You can also change your bids at any time to stay within your budget if necessary.
Paid and organic search
To get the most online traffic, you need to diversify your marketing efforts and use both paid and organic search methods. But how do they differ, and how do you know which one best suits your needs at the moment?
As mentioned above, paid search requires you to pay search engines like Google to display ads and links at the top of search results. Google puts the word “ad” next to the results, but many users don’t notice it and click anyway to get the traffic they want. The search results look so natural that you can think of them as “earned”. This is why paid search has become so popular these days as it allows you to get ranking results quickly with little effort.
What’s just below Google’s paid search ads? The “earned” or organic search results obtained using search engine optimization (SEO) tactics, such as creating relevant, high-quality content. result. Implementing SEO can take a huge amount of time and your site may not show up high in his SERPs right away, but organic search can lead to long-term rewards . Paid search is quick and easy to take advantage of, but that’s why you should use a combination of both to get the short- and long-term traffic you need rather than abandoning organic search.
Paid search costs money and many people say organic search is free, but that’s not always true as content creation and SEO practices can take a significant amount of time and financial investment. There is no limit.
Traffic types: paid, organic, referrals
When trying to drive traffic to your page, you’ll encounter three main types of traffic:
- Paid – Visitors who landed on your site by clicking on a pay-per-click ad on a search engine, social media, or website.
- organic – Traffic generated by someone clicking on your link in the SERP after entering a search term.
- inquiry – Users who came to your site via referral traffic after clicking a link on another website, such as a blog or forum.
SEO Tutorials and Further Learning
Now that you know the essence of paid search and the difference between paid, organic, and referral traffic, I recommend reading the following search engine optimization tutorials and digital marketing guides.