PPC and Google Ads service

Paid search is a type of Search Engine Advertising that works on an auction based model. This means that advertisers bid on keywords that trigger the placement of their ads on search engine results pages as the queries relate to their business.

Based on the auction described in paid search and a number of other factors, search engines use an algorithm to decide which ads should appear and in which order. This algorithm is mostly driven by bid strategies as well as search ad copy and keyword research.

PPC, or Pay-Per-Click, is a fee structure where advertisers pay for clicks on their ad instead of impressions. PPC can refer to any ads that are bought per click, including search engine advertising, banners, video ads, mobile ads, rich media, affiliate links etc.

When it comes to advertising, paid search or SEA has one of the highest rates of return-on-investment (ROI) when measured against channels both online and offline. This is because of the relevancy associated with it. Search engines are now the directory where people go to find products and services. Since there’s an auction and advertisers compete on relevant keywords, they are able to get in front of a user who is actively searching for information on that topic. Because of this, paid search is generally referred to as a “pull” medium, helping your business behave like a magnet, as users trigger search engine ads by searching on Google, Yahoo, Bing, etc. As opposed to most other advertising such as banners, television, radio, newspapers, etc. is referred to as “push” media.

Paid search, or search engine advertising works so well because it is driven by keyword searches. The word “intent” is used to describe this valuable data passed from users to brands. Simply put, paid search shows your ads only to people whose intent matches what you are targeting them with meaning you get a select group of viewers who are actually interested in what you’re selling.