Pay-per-click advertising (also known as PPC advertising or paid search) happens when advertisers bid to have their ads appear in search results for certain keywords.
When you look up something on a search engine like Google or Bing, you’ll usually see a few sponsored ads at the top of the Search Engine Results Page (SERP). These are the paid results.
Paid traffic comes from users clicking on these paid results, in contrast to organic traffic, which is the traffic from the organic results that you aren’t paying to show. The goal of PPC ad management is to optimize your advertising strategy and get your content in front of the right people at the right times.
PPC advertising allows businesses to create targeted ads that appear when a potential customer searches for a certain query. Advertisers bid on certain keywords, and pay when the user clicks on the ad (hence the name).
A huge benefit of PPC advertising is that you can target who sees your paid content using a variety of different criteria.
You can target the people who see your ads in a number of ways, including:
When a user submits a search query, an auction immediately takes place between all the ads that could appear for that search; this is determined by the keywords on which the advertiser is bidding. Additional ads are filtered out if they are ineligible to run in a certain country, or if they violate a policy. Finally, the auction takes place between the remaining ads.
Whether or not your ad wins the auction is dependent on its quality, the context of the search, and your bid, among other factors. Paid search specialists work to improve ads’ quality so that they can rank well in these auctions and appear in the search results.
Unlike organic results, where rankings are exclusively determined by the search engine, paid search gives you a much greater say in where you want your information to appear. Because you can target demographics and interests and include or exclude certain keywords, you’re able to create ads that are tailored to specific audiences, which could lead to more qualified leads.
15% of all search traffic comes from paid search; that’s a lot of people seeing your content via PPC advertising who may not otherwise.
SEO is important, but it can take time for your organic rankings to improve on search engines. Paid search, in contrast, is a much quicker process. Once your ads are set up, they can start getting shown to people almost immediately. It’s a great tactic to find interested customers in a timely manner.
Relevance Advisors provides a variety of Paid Search services, including:
Google Search Ads
Google has over 90% of the search engine market share worldwide, making it an incredibly valuable paid search channel. Relevance Advisors is a Google Premier Partner, meaning we have a proven, in-depth understanding of Google Ads and its paid search platform. We work to create, run, and optimize your search ads to get the results you’re after.
Relevance Advisors helps you run and optimize ads using Microsoft Advertising. We help you craft keywords, maintain your budget, and meet your key business goals.
We use conversion tracking to determine when paid ads lead to inbound phone calls to your business.
Product Listing Ads
Relevance Advisors helps your business serve shopping ads that pull from your product data feed.
We create and implement ad extensions in order to provide additional information in your paid ads.
Education & Training
As industry experts and a Google Premier Partner, we have to know-how to take your business’s paid advertising efforts to the next level.
Paid Search is just one part of your digital marketing strategy. Learn more about our other services.