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Search advertising is also known as pay-per-click (PPC) advertising. It is a way to advertise your blog, organization, or product through the search engine results pages. You only pay for each click on each advert. This type of advertisement is prevalent in the online world, and when you use it the right way, it can be very powerful. This tactic is always evolving. At the very beginning you could only find text adverts, today it has evolved to include images, rich media banners, video, and a wide array of extras that make search advertising a dynamic and interactive way to make your offers known.

Keyword Based

On search engines, search advertising is keyword-based. Keywords are topics and ideas that your content deals with. Your content could be a landing page, a blog post, a home page, etc. Keywords are wording the user inputs into search engines. They are also known as search queries. The intent is crucial to understand keywords because some users are seeking to understand a topic, some others are deciding between options, and some other are looking to buy right now. When you align your campaigns with your visitor’s intent, you can capture lots of value almost immediately.

Google is the main player

In 2020 Google’s revenue was 181.69 billion dollars. Much of this revenue came from advertising (146.9 billion dollars) A reason is that advertising on search engines, today means advertising on Google. With a virtual monopoly on search advertising, the search engine giant doesn’t seem to slow down, and I predict no serious competitor or disruption will change the status quo in the foreseeable time. You can also try other sources of paid traffic, and you can make it work for yourself. You can advertise con Yahoo!, Bing, or Baidu. You’ll find that prices can be more suitable for your project.

What is the conversion rate?

You can measure almost everything at a granular level on the internet, and search advertising is no exception. The conversion rate boils down to a simple formula. You take the number of conversions, then you divide that number by the number of total advertisement interactions. As an example of this, if you had 100 conversions from 2,000 interactions, your conversion rate would be 5%, since 100 / 2,000 = 5%. You can always improve your conversion rate, and you have many ways to do so. The important element to consider is that you can always measure how your campaigns are performing.

What is Cost Per Click?

Cost Per Click, abbreviated as CPC, is a revenue model used in the world of online advertising where a business bills advertisers with how many times visitors click on an ad adhered to their websites. It’s the main alternative to CPM, or cost per thousand, where a company charges by the number of advert impressions. Cost Per Click is usually used by publicists who dispose of a daily budget to run their campaigns. So, how much do you pay for a click? There are common formulas, and you’ll also find some other companies make use of a bidding process.

Search Engine Results Page (SERP)

So, you visit a search engine, and you write your keywords, maybe you conduct a voice search through your smartphone. The result will be the Search Engine Results Page. This list of websites is ranked from top to bottom. The web pages at the top are more likely to fulfill your quest to find information. When you post your ads on a search engine, your adverts will usually appear on top. This makes it very likely for the user to click them. You have direct, and almost instant communication with your target audience.

See also  Digital Marketing Strategy

Google AdWords

Would you like your ads to be shown at the very top of the SERP (Search Engine Result Page) in Google? Then you can advertise in the Google search engine through Google AdWords. It is a Pay Per Click platform where you can advertise. You choose the keywords you want to target, and then you pay to get them ranked. Your adverts can also appear on partner sites. This means that as your audience browse the web, they will receive targeted ads in the form of text or an image.

Since most ads are relevant, then your user will be more likely to click on the advert.

What is an organic result?

When you publish an ad, there is an indicator showing it’s an ad. Organic results appear on a Search Engine Results Page not because of search engine marketing, they appear because they are relevant to the search term, and sometimes they carry Search Engine Optimization (SEO) efforts with them. These “natural” search results closely match the user’s query, and they are positioned where they appear due to the search engine’s algorithm. Many times, when this result ranks high organically, it can be attributed to proper Search Engine Optimization efforts. These organic results are not influenced by paid advertising.

Return on Investment

Return on Investment (ROI) is a measure based on performance that qualifies how profitable an investment is. It’s easy to calculate, you take the benefit on investment and divide it by how much the investment costs. There are many ways to measure ROI on a search advertising campaign, and you should use the one most aligned with your goals. You’ll find that ROAS (Return on Ad Spend) measures how much revenue your blog or business earns per dollar invested on advertising.

You’ll be glad to know that the average ROAS for Google Ads is 200%. That means you earn $2 for each $1 invested. This also means you can earn much more than this average if you know what you’re doing.

A possible approach for using Pay Per Click Ads

Maybe you’re doing content marketing and you want to understand you can benefit from search advertising. You can make use of it at the beginning of your efforts to get traction. Content marketing usually takes time to see results, but you can jumpstart this process by investing in ads when you’re beginning to work in your blog or business. Your results will be almost immediate. When you create a new sales funnel, you may want to test if it’s working seamlessly. This means you can tackle problems before they arise, and you can plan and choose your best course of action.