Paid Search Advertising is one of the advertising techniques that helps advertisers to show their advertisements on search engine results pages whenever someone searches related to the advertiser’s product, services, or offers in search engines like Google, Bing, Baidu, etc.
People use search engines to know about the services, offers, products, etc. In this smartphone world, people use search engines if they want anything from the internet, it may be an answer, Product Review, Product Rate, Location, etc. Normally, Search engines crawl every content available on the internet. So when people search their queries, search engines do a simple search on their data. The search engine shows the suitable results on its search results page.
Every day lots of new data is added to the internet. Normally, search engines have similar answers for the same question from more than 100+ websites. Search engines list out the suitable results one by one. Normally, most users click the top results and get their information. So, website owners/service providers optimize their webpage to get the top most places on the search result page.
For example, If you search “Domain Registration” in google search then Google looks at its database and shows the suitable answer from various websites one by one. Before showing the search results to the user, Google is concerned about many factors like user location, user language, user previous browsing sites, information on the website, website size, website age, website speed, backlink size, site quality score, etc. Then the search engine shows the results one by one. These are called organic search results and it’s free. So, websites are doing search engine optimization to get the top places in the organic results.
If anyone starts a new business or website then they can’t get the top places on the search results. Those who all need quick success then they can use the alternative way “Paid Search Advertising”. Advertisers need to spend a certain amount to show their advertisement on the first results page. It’s called sponsored results.
In this article, we will discuss the below topics.
- What is Paid Search Advertising?
- How does Paid Search Advertising work?
- What is Ad Rank?
- What are the top Paid Search Advertising networks?
- Difference between Display Advertising vs Paid Search Advertising?
What is Paid Search Advertising?
Paid Search Advertising is a marketing method that helps advertisers to advertise on the search results page. Advertisers need to pay a small fee whenever users click their advertisements. So, Paid Search Advertising method is also called Pay Per Click Advertising, Search Advertising, Google Search Advertising, Search Marketing”.
How does Paid Search Advertising work?
Almost all major search engines are currently supporting Paid Search Advertising and most of them follow the same process. Here we are going to see how the google paid search advertising network works?
Similar to all other internet advertising methods “Paid Search Advertising” also works by auction-based system. Advertisers need to create a campaign in the Search Network System. For example, If advertisers want to place their ad in google search results then they need to create a campaign in Google Ads. Bing does it via Bing Ads….etc.
Advertisers need to create a campaign and bid on a certain keyword along with other targetings like geography, demo, language, etc. If many advertisers bid for the same keyword then search advertising networks will show the advertisements based on Ad Rank that is similar to Page Rank.
What is Ad Rank?
The main goal of the search engine is to display the information relevant to the user’s search query. So Google uses the ad rank concept to rank the advertisements. Google calculates ad rank based on the below factors,
At a high level, think of Ad Rank as having six factors:
Your bid – When you set your bid, you’re telling Google Ads the maximum amount you’re willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.
The quality of your ads and landing page – Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who’ll see it. Our assessment of the quality of your ad is summarized in your Quality Score, which you can monitor—and work to improve—in your Google Ads account.
The Ad Rank thresholds – To help ensure high quality ads, we set minimum thresholds that an ad must achieve to show.
The competitiveness of an auction – If two ads competing for the same position have similar ad ranks, each will have a similar opportunity to win that position. As the gap in ad rank between two advertisers’ ads grows, the higher-ranking ad will be more likely to win but also may pay a higher cost per click for the benefit of the increased certainty of winning.
The context of the person’s search – With the ad auction, context matters. When calculating Ad Rank, we look at the search terms the person has entered, the person’s location at the time of the search, the type of device they’re using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.
The expected impact from your ad extensions and other ad formats – When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats you use will impact your ad’s performance.
Read More Here : https://support.google.com/google-ads/answer/1722122?hl=en
What are the top Paid Search Advertising networks?
Below are the top Paid Search Advertising Networks,
Google Ads.
Bing Ads.
Yahoo
Baidu
Ask
Google Ads: Worldwide nearly 3.5 billion searches are done on Google every day. Due to this huge volume of searches, Google has always been the top search advertising platform.
Bing Ads: Bing is a growing search engine platform and nearly 145 million searches are done on bing daily. Advertisers can import “Google Ads” campaigns here directly.
Baidu: Baidu is one of the fast-growing search engine in China. Baidu also provides services like google. Approximately it holds 8.13% of the overall search volume. Yahoo holds 5.6% and Ask holds 0.13%.
Display Advertising vs Paid Search Advertising
Using the internet advertisers can reach their potential customers in many ways. Search advertising and display advertising are the two effective advertising methods currently available. Here, we are going to discuss the difference between display advertising and search advertising.
Paid Search Advertising
In this advertising method, advertisements are placed above or bottom of the organic search results based on the user’s search keyword. Paid Search Advertising is one of the most popular PPC [Pay Per Click] models of advertising.
Basically, search ads have three main components – Headline, Display URL, and Description Text. Ad Extensions are also available here to give more features. Ads will be shown based on Ad Rank.
Display Advertising
In this advertising method, advertisements are placed on websites/apps. In search advertising, advertisements are displayed to the user based on the search keyword whereas here advertisements are displayed based on various targeting parameters – Interest, Behavioural, Contextual, Demo, Geo, etc.
Display Advertising has many pay models – CPM, CPC, CPA etc.
Potential Advertising
The big difference between these two types of ads is that display ads use a push approach, while search ads use a pull approach. People who come in search ad networks are already looking for a specific product but in display ad networks, advertisements are shown to the users by many targeting factors. So paid search advertising is more potential than display advertising.
Effectiveness
We can calculate the effectiveness of a digital campaign based on CPC and Conversion Rate. The average conversion rate across all industries is 4.40% for search campaigns, while the average for display campaigns is only 0.57%. The average Google Ads CPC is $2.41, and $0.59 for display network ads.
When do you choose search advertising or display advertising?
Both display and search advertising methods are having their own purpose.
When you choose Search Advertising,
Increase organic traffic: Today many advertisers are not happy to spend more time on SEO. Search advertising brings traffic to their sites very quickly.
Local Service: If you are providing a service like a call taxi, food delivery, etc then search advertising is the best solution to reach potential customers.
Promote emergency products: If you are providing “urgent” or “emergency” services like plumbers, locksmiths, tow trucks, emergency veterinarians, electricians, etc it’s a good idea to start with search ads.
When you choose Display Advertising,
>> Promote visually best content: In search advertising, you can’t include visual content but in display advertising, you can include images, and videos with sounds to promote your brands. So services that need visual demonstrations like new car sales, home decors can use display advertising.
>> Longer Cycle Sale: If your products aren’t typically purchased immediately and it has a longer sales cycle, then Display Advertising is the best option. If you want to target the users who have interacted with your brand in the past then display advertising is the best option.
>> Brand Awareness: Display advertising is suitable for running brand awareness campaigns. You can display the advertisements for users who meet certain targeting criteria.
Conclusion
Search Advertising is essential to promote business online. Each type of advertising has its own benefits and advantages. So, choose the right advertising platform for your business before starting to invest in advertisement.
