Paid Search Basics and Why You Use It

What is Paid Search Marketing?

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If you are in a very competitive market and want to shove your website to the top of a search engine results, you can invest in whats called a “pay per click campaign” or PPC for short. PPC can put your website position at the top of a search results almost instantly without waiting on SEO.

How does it work?

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When you google “used cars” and you see at the very top an ad link for used cars, that is what is considered as a paid search ad. When you set up a PPC, it will create an ad at the top position as long as your bids are high enough to get impressions for that ad. You compete against other bidders to get the top position and pay every time someone clicks on your ad. The highest bidders have higher click volumes on their ads.

Select a PPC Medium

Many websites offer PPC platforms to use. Example being Google, Facebook, Bing and Yahoo. Google is the more popular PPC medium because it receives the highest search volume but you will have to pay more. Facebook has more precise target options and Yahoo has lower cost. All platforms have positives and negatives with their PPC but you will have to research and decide which one will benefit your company.

Conduct a Keyword Research

Having an keyword selection can help or hurt your PPC. Having precise keywords over vague general keywords will help you improve traffic and will cost you less money. Google offers a great Adwords tool to help you pick the best keywords.

Landing Pages

Make sure that your landing pages is relevant to the ad that a visitor will click on. If you are advertising a deal on used cars, then make sure that your landing page is about that deal on used cars, instead of your homepage.

Test and Optimize

You will need to constantly test and optimize your PPC to keep it running and on top. If you set it up once and never touch it again, your PPC will fall behind other bidders and will cost you more money. Continue to test out keywords, landing pages and bidding strategies to stay on top and ensure your PPC success.


Paid Search Campaigns are a great strategy if you have the time to work on it and the money to stay at the top position.

For more information about paid search campaigns, click this link by the Huffington Post

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