What is a Search Campaign?
Search advertising is mostly provided by Google worldwide. Pay-per-click (PPC) advertising is when businesses pay only when someone clicks on their ad in search results. Businesses can advertise on Google Ads by targeting specific search terms. The top five results in Google Search are usually sponsored entries, with some also appearing at the bottom of the page.
Search marketing is a strategy that shows advertisements in search engine results anytime a user looks for the goods or services that the marketer is offering. Because search advertising discloses each user’s search intent, it is especially effective. This gives advertisers the chance to target highly specific audience segments and bid on keywords at every point of the customer journey.
How Search Ads Work?
Since Google is the most widely used search engine, let’s use it as an example of how search ads work. Google ranks ads on search engine results pages (SERPs) and determines the price advertisers pay to be at the top using a modified second-price auction. Advertisers can bid on keywords and set a maximum budget for their entire campaign.
But the system isn’t just dependent on bidding. The search engine results page would be overrun with subpar sponsored advertisements that linked to entirely unrelated landing pages if Google only sold its ads to the highest bidders.
Following the creation of the ad and the advertiser’s bid, Google determines the ad rank—more on that later. Google looks at the ad’s quality, the click-through rate, and the landing page’s overall user experience. The advertiser with the highest ad rank then makes the necessary payment to outbid the closest competitor.
What is Ad Rank?
Ad Rank is how Google determines ad placement in sponsored search results. It’s like PageRank for ads. Google uses an algorithm that considers click-through rates, landing page quality, ad relevance, and ad formats to rank ads. High bids alone don’t guarantee a spot. Google wants to show relevant ads to users, and advertisers want users to click on their ads. Here are the key factors:
- Landing page experience: Your landing page should be clear, relevant, and have original content.
- Ad relevance: Make sure your ad matches the search query.
- Expected click-through rate: Google estimates how likely people are to click on your ad.
- Ad format: Use extensions like ratings, prices, directions, and phone numbers when appropriate.
Why use Search Ads?
Search ads offer several benefits. They can supplement organic traffic, capture high-quality leads, target local audiences, promote products with short sales cycles, and advertise urgent services. Even with a limited budget, search ads can still be successful for businesses. You can pay for each click or per 1,000 impressions when using PPC. You may reach the correct people and achieve better results by placing bids on pertinent keywords.
Paid advertising is one of the finest ways to contact your target audience and establish a connection with potential customers. Search advertising is immensely successful because it directly targets customers’ explicit demands rather than only speculating about what they might be interested in. Consequently, there is a higher chance of clicks and conversions.
