Paid Marketing

What is paid search marketing and how does it work?

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Entrepreneurs try to reach their target buyers or prospects, also known as leads. Businesses strive to design different marketing strategies for potential customers to reach out to them.

What makes the customers reach out to the business? What gives them the confidence to do so? It is brand awareness, and if it is easily accessible, entrepreneurs will not have to chase leads. Brand recognition helps the website grow a lot of traffic and, hence, sales.

In this digital world, consumers use search engines at the first opportunity to look for suggestions, varieties, products, and solutions. If the company has a search engine presence, it has won its first and most important business battle. If there’s no presence in the search engine, then even if the products are good, business is still alien to people. Great SEO strategies promote businesses on search engines.

Another important component is PPC or pay-per-click. It has different terms like “paid search advertising,” “search engine marketing,” or “SEM.” Paid search gets brands higher on the search engines that drive visitors to businesses’ websites, generate leads, and increase brand awareness.

Go on Google Search and try searching for any product; you’ll see a few product websites on the top. So how did those few websites manage to make it to the top of the SERPs? Paid search marketing is the first rung on the ladder, with the top seat reserved for the marketer who pays and provides high-quality content.

People often get confused about whether an organic search is preferable to a paid search. Organic search involves SEO to increase a company’s site’s online visibility and achieve rankings without any cost. whereas paid search advertising improves website rankings at a cost.

Contribution of Paid Search Marketing to Business:

1. Paid search marketing leads to an increase in the visibility of brands in SERPs.

Paid search gets the business on the search engine’s first page.

It redirects to the business website.

Search on Google, and you will tend to click on the first three paid ads on the SERPs. This is a general tendency.

2. Paid Search is the result:

PPC ads reap instant traffic to the business website from search engines. It supports SEO efforts and contributes largely to small businesses.

PPC ads produce quick results with little effort compared to organic SEO.SEO, comparatively, takes time—generally months—to see the results.

It drives relevant traffic to the business website from the search engines with a huge ROI, so it is considered a result-oriented marketing tactic.

3. Paid Search Aids in Business Positioning:

It’s a serious business. This trust will be built if the business is on the first page of Google.

Users also understand that investments have been made to get to the top.

With good content and an online presence, the users appreciate the quality of the work.

Prospects are drawn in by the legitimacy and business style because paid search marketing adheres to search engine quality requirements. Quality score is the metric used by search engines.

The business certainly looks professional and trustworthy.

4. Paid search marketing increases sales:

If people are searching for a particular product or service, it means that they intend to buy it. Paid search ads, being at the top, are clicked by people because they are interested.

The recall value of the website is established by the users. They might buy immediately or later, but the motive of getting awareness of the brand is fulfilled.

5. Helps keep track of analytics:

Search engines provide real-time data and analytics on who clicked on the ad.

Information like the location of the people who clicked the ad, duration spent on the site, pages visited, and device used to check the ad

The results help the business understand the improvements to be made in advertising strategies, the worth of spending dollars on paid search marketing, and the demand forecast for the business.

Paid search marketing has different types. The three most known types are:

1. Paid Search Ads:

Ad formats include text ads displayed as links to web pages that are present at the top or bottom of the organic search results or shopping ads that are above the search results. They have the word “ad” in the box. Yes, the company has paid for its website or brand to be visible at the top of the list. With a Google Ads search campaign, the online presence can be increased. It charges a certain amount for every click.

2. Shopping results:

Noticeable in the SERPs’ sidebar, shopping listings display product options. The strategy is to keep searchers on the search page by providing information about the items they are looking to purchase. The number of buyers increases because they are aware of the product details already.

3. Local Services Ads

The location-based ads are sponsored listings for services available in your area. As per your location, Google shows your ads to customers in your area. You can pay for the contacts made by customers directly through the advertisement.

How does paid search marketing work?

To know how paid search marketing works, it is important to know certain terminologies, without which it would lead to misinterpretation.

  • Click: The user clicks on the ad.
  • Impressions: An ad is shown on a page.
  • Click-through rate (CTR): CTR is the percentage of times an impression leads to a click.
  • Monthly search volume: the number of searchers for a keyword per month.
  • Conversion: The users complete the desired action once they arrive at the ad’s page.
  • Conversion rate: The conversion rate is the percentage of users who visit the page and complete the desired action.

Paid searches on Google and Bing Search engines called Google Ads and Microsoft Advertising, respectively, use a systematic and analytical workflow:

  1. The advertising strategist selects a campaign type (text, shopping, etc.) in Google Ads and Microsoft Advertising. A proper framework, including location, for your campaign, is essential for ease of work.
  2. Planning the type of ad and setting up a daily budget for PPC ads are important steps.
  3. The keywords are chosen, and the bid is decided.
  4. The advertisement has been created, and you are expected to review the results.
  5. The keywords searched by users, the quality of the ad, and the bid are the criteria that Google and Bing consider to rank the website.

Paid Search Marketing: simple, but time-consuming? Weblytiks, the digital marketing company in Pune provides PPC services in Pune, outside Pune, having many clients in India and abroad. Weblytiks strategizes and designs the campaigns for your business to attain an online presence, generate leads, and drive sales.

Contact Weblytiks at +91-776 788 1377 and



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