Have you ever wondered what paid search advertising is and wanted to know more about it? Then you have come to the right place! Not only will I tell you more about it, but I will also help to make it easier for you to understand so that it will become second nature to you!
Paid Search Advertising
What is paid search advertising? According to AdRoll, it is a marketing tactic in which advertisers pay search engines for ad placements on SERPs and SERP stands for Search Engine Results Pages which means anything that shows up on a web page when you are searching for something on the internet.
When it comes to figuring out where your advertisements are going to be placed on SERPs, there are 6 different things that help determine its placement.
- Bids
- Ad & Landing Page Quality
- Ad thresholds
- Popularity of Keywords
- Context of Search
- Impact of Ad Extension
Bids
For a bid, it works like an auction between businesses. Each business bids on keywords and phrases that relate to their products and services. How they work is by PPC, which stands for pay-per-click and the businesses only have to pay money when someone clicks on their advertisement.
Ad & Landing Page Quality
Ad & landing page quality. With how smart phones are a thing this day in age, the more mobile-friendly a website is, the better quality score it gets especially with how relevant and useful Google considers it to be. If you know how to create a website with HTML and CSS, then I would say you're golden!
Ad Thresholds
For ad thresholds, there is not a whole lot I'll be able to explain about it, but I'll try my best to teach you about it. The ad quality, ad position, user signals and attributes, topic and nature of a search result, and related auctions are all part of ad thresholds. I believe this is all of what makes up an advertisement and each part should be taken seriously when you are considering how your audience will see your finished advertisements on the internet because those ads will reflect how they see your company.
Popularity of Keywords
In terms of the popularity of a keyword you have added to your advertisement and website, if another advertisement has the same exact keyword, then it all comes down to who can pay more money for it because that higher bidder will win the auction at that point.
Not only does Google take into account what you are searching, but it also is considering how and where you are searching. What I mean is is that your location, time, search term, what type of device you are on, what the nature of your search is, what other advertisements are competing with you, and search results from your search are taken into account to help you get the best result they believe you were looking for.
Ad Extensions
Ad extensions are very helpful in ways that you would have not ever thought of before. There are many different extensions that do many different things. According to HubSpot, here's how they describe each extension. There's the call out extension which allows customers to highlight specific points about a person's business, products, or services that can be shown alongside the company's advertisement on a Google search. A site link extension is what appears beneath your text ads and directs users to specific pages on your website. An example of one might be a "Buy now" link to a product that shows up as a result on Google. A price extension shows prices of products or services to help make informed decisions about the product or service. This might also include showing the availability of a product currently and the rating along with how many ratings it has.
The location extension provides an extra line in your businesses advertisement and highlights where your businesses location is. Structured snippet extensions are provided by the advertiser, but show information in a structured format that they show with your advertisement. Promotion extensions are what make it easy for a business to keep up with their promotions without having to create a whole new advertisement. The good things that paid search advertising brings to fruition are that there are always high-intent audiences. In other words, no matter what keyword you might try researching on the internet, there will always be a way to reach the type of audience you desire. You save money when making your advertisements because the market is what dictates the price for ads. Lastly, you'll start seeing results right away since there's no need for you to persuade any new customers online since you'll be the one giving them a shorter path to checkout.
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