Paid search, also known as search engine marketing (SEM) or pay-per-click (PPC) advertising, is a digital marketing strategy in which advertisers bid on keywords or phrases relevant to their products or services to display ads on search engine results pages (SERPs). These ads typically appear at the top or bottom of the SERP and are labeled as “sponsored” or “ad.” Paid search campaigns operate on a pay-per-click (PPC) model, meaning advertisers only pay when a user clicks on their ad. Paid search offers businesses the opportunity to target specific keywords, demographics, and geographic locations, allowing them to reach potential customers at the moment they are actively searching for products or services related to their business.
Implementing a successful paid search campaign involves thorough keyword research, strategic bidding, and compelling ad copy creation. Advertisers must identify relevant keywords with high search volume and commercial intent to target users who are likely to convert. Additionally, optimizing landing pages for conversion and tracking and analyzing campaign performance using analytics tools are crucial for maximizing the return on investment (ROI) of paid search campaigns. By continuously monitoring and optimizing paid search campaigns, businesses can increase website traffic, generate leads, and drive sales effectively.
Also see: SERP (Search Engine Results Page), Backlinks, Anchor text, Meta tags, Title tags, Meta descriptions, Keywords, Long-tail keywords, Keyword density, Keyword stuffing, Link building, Internal linking, External linking, Domain authority, Page authority, Organic traffic
