paid search

How paid search works.

People search to find relevant information that solves a problem or answers a question. As a paid search advertiser, you benefit from the ability to craft announcements, announce new product or services, generate leads, and communicate to searchers with relevance to what they are looking for. You can find qualified contacts because your ad is relevant to what they are looking for. Paid search also provides a tremendous amount of market research for you so you can learn more about how to support your current and potential customers.

Pay per click (PPC) search advertising can be placed on web sites, ad networks, and search engines.
Advertisers pay when a person clicks on their ad. Most PPC programs let you track impressions, clicks, and conversions To track conversions, simply embed their tracking codes on your site.
PPC ad programs allow you to set your budget, and bid for ad placement on keywords.
PPC is also called CPC (cost per click), paid search, and search engine advertising.

Marketing Objectives
Here are several marketing objectives for PPC advertising programs:

  • Build a brand online
  • Position a company, product, or service in the marketplace
  • Educate customers
  • Launch a new product or service
  • Build an opt-in customer database
  • Drive registrations for an event
  • Drive information or application downloads
  • Help people find a store, dealer, or reseller
  • Generate leads
  • Increase sales

Types of Engines to Consider
There are three engine types to consider when placing paid search ads.
Tier I search engines are the most popular search resources on the Internet. They offer flexible advertising and tracking options. Google and Bing! are examples.
Tier II engines are less popular but potentially more targeted options.  Ask.com and Business.com are two examples. Tier II engines can be very effective, depending on your audience and their online behavior. Representatives from these engines or your marketing consultant can help you understand the best opportunities.
Vertical search engines, like Lawyers.com, local engines, like Google Maps, or shopping engines, like shopping.com. Social media is another source, like Facebook.
I recommend that you start simple, pick one, like Google, and expand after you learn more about what is successful.

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How paid and organic search relate

Great story on some considerations regarding the balance between paid and organic search. I am often asked this question in my workshops and this story restates my answer.

Story posted: July 15, 2009 – 2:27 pm EDT, by Chris Dawkins in B2B Online.

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