Paid search - PPC
Google AdWords explained
Paid search often referred to as pay-per-click (PPC) serves up advertising messages when people explore the Internet using a browser such as Chrome, Safari or Firefox. Probably the most popular paid search platform is Google AdWords, although there are alternatives such as Bing Ads and various social advertising options. Typically ads appear at the top and right of a results page based on the keywords used by the searcher. The stuff in the centre of the page are organic or natural search results. Companies advertising using Google AdWords, for example, only pay when someone actually clicks on one of their ads. Companies compete on price or bid against one another to ensure their ads get displayed rather than the competitions. However, to balance the playing field and ensure the quality and relevance of search results Google also uses something called a Quality Score.
A good Quality Score can significantly reduce the cost-per-click (CPC) of your advertising. Google lets you do all sorts of whizzy things to refine audience targeting and so avoid wasting money. You can target groups by geographic location, language, season, time of day and filter out certain users by building lists of negative keywords.
Remarketing lets you show ads to users who've previously visited your website as they browse the web. It can feel a bit creepy but remarketing is particularly good at encouraging retail customers over the line. Finally, Ad Extensions provide other ways for users to interact with your ads based on their intent. You might send them to a unique landing page; download a mobile app, case study or eBook. They can even call you directly from the ad. Ad Extensions give you the flexibility to move prospects along the path to purchase at the pace that suits them best.
Has paid search got you scratching your head? Contact me now to learn more.