Paid search marketing is one of the best digital marketing tools out there. But what exactly is it and what does it entail? At Frankel Media Group, it’s our job to understand the ins and outs of paid advertising and translate it into tools that work for your business. In this article, we’ll dive into paid search marketing so you can be informed. 

What is Paid Search Marketing? 

Also known as pay-per-click, or PPC paid search marketing lets businesses place ads on search platforms like Google. When a user searches for something, the search engine results page (SERP) provides relevant results to a user. Some of these results are ads while others are unpaid results. 

When a user clicks on an ad in the SERP, the business pays Google a small fee. Ads presented to users are relevant to their search, so if a user is searching for women’s clothing the user would be presented with ads from companies that sell women’s clothing.

How does it work?

Our paid advertising experts at Frankel Media Group use programs like Google Ads to set up paid ads. Any one account is divided into a series of campaigns, and then into specific ad groups within a campaign that each contain the individual ads and their related data, like keywords and budget. 

Each ad is created with a series of keywords that tell the search platform what parameters the ad is meant to target. The closer the ad matches a user’s search terms as well as the bid price, it will help determine where the ad will be placed, or ranked, in the search results. The goal is to have the top ad as it is consistently the most clicked and tends to produce the most conversions (for example, users buying a product on the site). 

Once the ads are running, real-time data sets the cost of these ads, where a higher priced ad for a relevant website might rank closer to the top of the search results than a lower priced ad. 

In addition to an individual ad’s budget, or bid, Google also uses a Quality Score to determine rank. A few things contribute to an ad’s Quality Score, including keyword relevancy within the ad, keyword relevancy vs. a user’s query, the quality of the page the user lands on when clicking the associated URL, and past click-through-rates (CTR). As Google puts more focus on relevancy, ads with a higher Quality Score will often win out over those with lower Quality Scores but higher budgets. 

Keywords vs. Queries

Two types of words or phrases used to place an ad or search for something are key to the whole thing: keywords and queries. Keywords are set by the advertiser to target what a user might search for within a search box. Queries are the words that the user types into their search box. To help account for inconsistencies in a user’s search, keywords must include misspellings, alternate names for things (think “scissors” vs. “cutters” or “snips”), and more. Keywords can also account for ‘negative’ keywords, meaning that if a user types in a query an ad with similar keywords associated with it, but not relevant to it, will not be shown. This is useful to weed out irrelevant searches that may use the same words but have very different meanings (think of searching for “golf clubs” and not wanting results for those products to show up alongside “jazz clubs”). 

Creating the Ads

Think of your last Google search. What did you search for? What ads did you see in the search results? Ads typically have a headline, a description, and a URL for the user to click on, and different ad copy can be tested to see which ads perform better than others. 

Sometimes an ad in the search result can be larger with more sections or links. These are known as ad extensions, and they contain more information and take up more space on the page. In turn, ad extensions tend to generate more clicks and more conversions.  

Search Result Algorithms

Google and other search engines change their algorithms somewhat regularly with the goal of continuously improving on a user’s search results. As algorithms change, so must advertisers in order to keep advertisements relevant to the way users search for them. 

For example, 10 years ago a user might have used a whole sentence to search for women’s clothing by typing in something like this: “Where can I find women’s clothing for summer?” Over the years, users became more familiar with searching, and search engines have made alterations, or changes to the algorithm, as they’ve become more familiar with how users search. Today, a user is more likely to search for “women’s summer clothes” or “women’s summer clothes near me” — and Google and other search platforms must keep up to provide relevant results. 

Frankel Media Group

When searching for paid advertising and PPC in Gainesville, Florida, turn to Frankel Media Group. We’ve got the right team and the right tools to help your business meet the goals and objectives you’ve set for it. Connect with us today. Let’s make big things happen.