If you have created or started a new website recently then chances are high that you are quite interested to gain visibility on the Internet. One of the top most ways to accomplish this goal is through right Search Engine Marketing. While there are several kinds of SEM practices including the much-hyped SEO, paid search, local search etc, today we are going to focus on the basics of Paid Search Advertisement.
What is paid search?
Paid search refers to the ability or practice of bidding on certain keywords located on the top search engined like Bing, Yahoo, and Google. When you stand amongst the highest bidders for certain keywords, your advertisement tends to show on the top of the SERPs- Search Engine Result Pages. For example, if you are selling shoes online and keen to run paid search campaign on Google then you can use the Google Adwords to reap the benefits of paid search campaigns.
As soon as your campaign becomes live, your advertisements will start to show up in the search results pages of Google. Since that you have paid for placement, Google tends to enlist the advertisements either on the top of paid results ads or on the side bars of the search pages. The ranking of your advertisement will depend on being the highest bidder.
How does paid search work?
In order to run and maintain a paid search campaign, you are required to create a Google Adwords Account through Email address. The account can be opened for free. On you are into your Adwords account, the process becomes intuitive and the Adwords navigation bars will guide you through the entire process.
Firstly, you need to research the keywords that relate to your website. For example, if you sell online clothes then people would research terms like Online clothes, buy clothes online etc.
Once you have selected and researched the keywords, comes the phase of setting your bid amount. The amount of bids prices varies, depending upon how much competitive a keyword is. Every keyword has its worth that depends on varying level of competition into the Google Keyword Planner.
As soon as you are done with the selection of your bid amount, you can finish up the paid search campaign following the steps as outlined in the Google Adwords. The process includes selecting the keywords groupings, setting up campaigns, writing your copy, setting up the bids, selecting budget and choosing where the ads will run?
Why should I run a paid search campaign?
Since paid search advertisement is a legitimate and effective way to drive traffic towards a website, it is cost effective too. It might sound like a big investment initially, as you are paying for clicks, the ROI are worth it. When you run a paid search campaign, you:
- Bring visibility to your website
- Increase your website click-through rates
- Guarantee your placement in the search results
- Increase the probability of conversion
