Learning about paid search marketing can be overwhelming, especially for those who may not have prior knowledge about how ads work, SEO, or digital marketing. 

Paid search marketing is a growing business, and it’s reportedly one of Google’s (Alphabet Inc)’s main income-generating tool. In 2019, Google earned $134 billion just through its Google Adsense platform.

Whether you want to try PPC marketing or just curious about how you can use it for your business, you’ve come to the right place. In this article, you’ll learn more about paid search marketing and how it works. 

How It Works 

Search engines are the most common ways people look for products and services. This is why advertising on search engines is a great opportunity to gain new customers and make sales. This is where PPC and Paid Search Marketing comes in. PPC can help you reach customers who search for your products or services. 

Paid search is a form of digital marketing where search engines like Google show ads on their results page. Paid search works on a pay-per-click model where advertisers pay fees each time someone clicks on your ad. If you look at it, PPC is a way of “buying visitors” to your site instead of earning them organically. 

Unlike other forms of traditional marketing, PPC is measurable and controllable, therefore easier to implement. However, to compete effectively and have a successful campaign, you need to have the knowledge and experience. It’s so easy to lose all your money if you don’t know what you’re doing. That’s why it’s highly recommended to hire a PPC expert if you want to start a campaign. 

One of the main advantages of PPC is its ability to target people who would most likely be your consumer. This is a great feature that traditional advertising can’t offer. Many new businesses use PPC ads to target customers near their location. This is very helpful for restaurant websites, retail stores, or local services.

Also, paid search marketing is a broad category. It involves a wide variety of platforms. However, the most common PPC ad campaigns are done through Google Ads and Social Media Advertising. 

How Beneficial is Paid Search Marketing Today?

Search marketing is incredibly important today more than ever. Every single day, billions of people go on the Internet to search. Whether they’re searching for a new restaurant, looking for games to play, or product to purchase. 

As a business, it’s important that you appear in search results when your potential customers are searching for businesses like yours on the Internet. Search marketing is incredibly helpful for businesses that want to increase profits and grow.  

The truth is, it doesn’t matter how amazing your business is, or how optimized your site is. If you aren’t a big corporation like Amazon or Nike, you’re probably going to never show up on the first page of the search engine results. This is especially true if your customers are looking for specific products online. 

So, if you want a slice of the cake—that exposure SERPS can give you, starting a PPC campaign is the solution. Think of PPC marketing as an investment for your business. Your competitors are probably already doing it, and missing out on this form of marketing can affect your business in many ways. 

What is Google Ads?

Google Ads is currently the most popular PPC advertising system. It helps businesses create targeted ads that appear on Google and other Google properties such as Gmail, Youtube, or Google Finance. Google Ads have a pay-per-click model that allows users to bid on keywords and pay for each click on their ads.

What’s the role of keywords in paid search marketing? 

Keywords are one of the most important elements in PPC. Basically, keywords are the bridge that connects advertisers to their potential customers through their search queries.

Queries are those words, phrases, or sentences we type on the search engine to find something we’re looking for. Keywords are what marketers use to target customers. They match keywords from the most common search queries about the product. 

What’s the difference between paid search and organic listings?

So how do you know if a Google result is a paid advertisement or not? Well, it’s pretty easy. If you look at every search engine results page, the top results are often the paid ads. There’s also a label on it that says “Ad”. Sometimes, it’s too small that you may not even realize that you’re already clicking on an ad!

When you pay for an ad on search engines, you are actually paying for your web page to be put on the top of the right of the first page of organic search listings. 

Also, one of the biggest differences between organic and paid search listing is the speed of results. PPC ads deliver faster results than organic search engine optimization efforts. 

Organic search engine optimization efforts usually take a long time. Despite creating optimized content, you won’t see results right away. But with PPC ads, you can immediately bring traffic to your site with the help of search engines. This is a great strategy to combine with your SEO efforts.

How Long Do PPC Advertising Campaigns Usually Last? 

There is no exact answer to this. But, typically, PPC campaigns often lasts for several months. (typically three to nine months depending on your business). Although you can begin seeing results as soon as your ads go live, it’s not right to assume the overall success of the campaign just after a few days or weeks. Most PPC campaigns require months of careful management. 

Organic search is great but it will only take you so far. If you want to grow and boost your sales in a short amount of time, invest in paid search. Paid search marketing is a great way to boost your online presence and get you the customers you need for your business.