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Search engine advertising is more than just a buzzword. It’s a powerful way to drive traffic to your business. However, there’s a bit of a learning curve that keeps many businesses away from this area of online advertising.
What exactly is Search Engine Advertising? Also commonly referred to as paid search, this is how websites get their ads to appear on the search engine results pages (SERPs). Any time you search for something online, you’re engaging with search engine advertising. It’s a highly effective way of getting your content in front of the right eyes. In this guide, we’ll take a closer look at how search engine advertising works and how you can use it yourself.
How Does Paid Search Work?
First, let’s define how paid search works. It’s a type of digital marketing allowed by engines like Google and Bing in which advertisers display ads in search engine results. These work on a pay-per-click (PPC) model. That means you pay only when someone actually clicks on your ad. This makes it an affordable option for growing businesses compared to other forms of advertising.
Paid search includes different formats like text ads or shopping ads. They’re either shown at the top or the bottom of search engine results. People are constantly searching on search engines for new products, services, and businesses. Appearing on the top of these listings organically isn’t always possible, so paid search is a way to guarantee visibility. In 2017 alone, $92 billion was spent on paid search and this number is only growing.
There are some terms that go along with paid search that you should… Read More
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