Paid Search Advertising
Paid Search Advertising is a digital marketing strategy where businesses pay to display ads on search engine results pages (SERPs) and other platforms, targeting users actively searching for their offerings to drive clicks and conversions.
Platforms:
Google Ads: Dominant platform for search, display, and YouTube ads, using an auction system based on bids, keyword relevance, and ad quality.
Bing Ads (Microsoft Advertising): Places ads on Bing, Yahoo!, and Microsoft's network, also operating on a PPC model considering bids and CTR.
YouTube Pre-Roll: Skippable, non-skippable, or bumper video ads played before YouTube content, managed via Google Ads for targeted reach.
Key Activities:
Keyword & Audience Research: Identifying target search terms and demographics.
Ad Copy + Extension Testing: Optimizing ad text and additional information for performance.
Bid Management & Budget Optimization: Strategically setting bids and managing spend for ROI.
Landing Page Alignment & Conversion Tracking: Ensuring relevant landing pages and measuring campaign effectiveness.
Why It Matters:
Connects with customers at their highest intent, increasing conversion likelihood.
Ensures ads reach users specifically seeking what you offer.
Typical Performance Targets:
20–30% lower CPC vs. DIY.
4x+ ROAS in mature programs.
10–15% improvement in conversion rate quarter-over-quarter.
Industry Pricing Benchmarks (WebFX):
Typical Range: $100–$10,000/month.
Smaller Setups: Around $1,000/month.
Larger Accounts: $3,000–$10,000/month plus ad spend.
Cost Factors: Ad spend, services included, agency expertise, number of ad networks, and industry competitiveness.