{"id":11691,"date":"2022-06-09T20:28:17","date_gmt":"2022-06-09T20:28:17","guid":{"rendered":"https:\/\/www.htmlgoodies.com\/?p=11691"},"modified":"2022-06-09T20:28:17","modified_gmt":"2022-06-09T20:28:17","slug":"what-is-paid-search","status":"publish","type":"post","link":"https:\/\/www.htmlgoodies.com\/seo\/what-is-paid-search\/","title":{"rendered":"What is Paid Search?"},"content":{"rendered":"

Getting prime placement in the search engine results pages (SERPs)<\/a> can bring tons of traffic to your site, expand your reach, and increase sales. Unfortunately, such placement comes with tons of work if you take the organic SEO (search engine optimization) route. What is an easier option to get eyes on your URLs and content? Paid search, and we will discuss what it is, how it differs from organic search, and how it can help you in this search engine optimization tutorial.<\/p>\n

Read:<\/b> Internet Marketing Versus Search Engine Optimization<\/a><\/p>\n

What is Paid Search?<\/h2>\n

As its name suggests, paid search is a digital marketing method where advertisers pay search engines to place their ads in the SERPs. If you have ever used Google, you probably recognize these ads, as they can sit atop a search engine results page or towards the bottom. And, while some look like your standard search results in text form, others may have images and resemble an online carousel or catalog. To help users differentiate paid search ads from standard results, Google places the word \u201cAd\u201d or \u201cSponsored\u201d at the top.<\/p>\n

\"Example<\/p>\n

Are all paid search ads created equal? No, as several factors determine their placement or ranking amongst competitors. Google uses the ad auction to determine which ads show and where. Every advertisement in the auction will be given an ad rank as calculated by Google Ads. Ad rank is critical for companies because it determines your ad\u2019s position and whether it is even eligible to be shown at all.<\/p>\n

As expected, the advertisement with the highest ad rank will reach the top position, while the one with the second-highest rank will get placed in the second position, and so on. What determines ad rank? The six factors below.<\/p>\n

The Bid<\/h3>\n

Companies bid on phrases and keywords related to their products and services in an auction format. When you place a bid, that number tells Google Ads the maximum you are willing to pay for someone to click on your ad. Since you only pay if someone clicks the ad, many refer to this marketing model as pay-per-click (PPC)<\/a>.<\/p>\n

Bids can be changed at any time, and the amount you end up paying is usually less than your bid.<\/p>\n

Ad and Landing Page Quality<\/h3>\n

You will need an advertisement and a page it links to (landing page) to run your paid search campaign. Google Ads will look at your ad and the landing page to determine how useful and relevant they are to a potential searcher. This usefulness and relevancy will be reflected in a Quality Score that you can monitor and improve via your Google Ads account to get better ad placement.<\/p>\n

Ad Rank Thresholds<\/h3>\n

Google Ads sets minimum thresholds to ensure companies produce high-quality advertisements. Your ad will have to meet those thresholds to be shown.<\/p>\n

Auction Competitiveness<\/h3>\n

There are times when two ads with similar ad ranks compete for the same position. Google Ads will give both an equal chance to win that position. If one ad starts to separate from the other and their difference in ad rank increases, the higher-ranking ad will have a better chance of winning. In exchange for that better chance of winning, the higher-ranking ad may have to pay a higher cost per click.<\/p>\n

Search Context<\/h3>\n

Context is crucial with ad auctions. Google will calculate ad rank using several signals and attributes related to the person\u2019s search, such as:<\/p>\n