In 2017, it was predicted that $92.4billion would be spent globally on paid searc[1]h. This figure has grown year-over-year, proving its effectiveness as a platform that advertisers are continually keen to invest in.
In this beginner’s guide to paid search we will share:
- A detailed explanation of the fundamentals of paid search
- Tactics used by some of the world’s most successful digital marketers
- The five most common pitfalls when using paid search and how you can avoid them
- How you can predict your likely results before you even spend any money.
What is paid search?
Paid search is a form of digital marketing where search engines such as Google and Bing allow advertisers to show ads on their search engine results pages (SERPs).
Paid search works on a pay-per-click model, meaning you do exactly that – until someone clicks on your ad, you don’t pay. This makes it a measurable and controllable marketing channel compared with more traditional forms of advertising.
Ad formats include text ads, which are shown at the top or bottom of the organic search results, or shopping ads shown above the search results.
A quick note on the organic search results: if your website appears here, you will not pay for a click to your website and you cannot pay to appear in the listings either.
What can paid search do for you?
Every second, tens of thousands of people are searching on Google for products, services and solutions.
This presents an incredible opportunity for you to promote your business to a relevant and engaged audience that is actively looking to research or purchase products or services.
Some other forms