What is Paid Search?
Paid Search or paid placement of an advertisement is a form of advertising where advertisers bid on specific keywords so their ads appear on the Search Engine Results Pages (SERP). Google Ads and Microsoft Advertisements provide services for real-time bidding, where they consider the bid amount and the ad quality score to decide the order in which ads will be shown. By using particular ad copy and match types and adding extensions, marketers can drive traffic instantly and in a qualified manner. Essential metrics like Click-through Rate, cost per click, and conversion rate measure performance, which helps make alterations and decide the budget.
Some examples of paid search are initiating campaigns for “digital marketing agency” on Google Ads, Bing ads remarketing for cart abandoners, and the use of site link extensions to service offerings.
Related terms: SEM, CPC, Quality Score, ad extensions