Get Found on Search Engines With Paid Search Strategies

Paid search, a form of pay-per-click advertising, involves search engine results where you pay every time someone clicks on your link. You start by bidding on specific keywords related to your business or product (Google also offers tools like the Keyword Planner to find good keywords). Then, your ads will be displayed at the top of the search results when someone types in those keywords. Although these top results are technically ads, Google makes sure that only relevant ads are matched to keywords, so users are still recommended something helpful.

Paid search is one of the best ways to drive targeted traffic to your website. Being at the top of SERPs means your products or services are in front of people actively searching for them. Naturally, these consumers will be more likely to purchase your product than just any old consumer. Plus, with paid search, you can control your budget and track your results to see what’s working and what’s not. A good paid search strategy pairs best with quality SEO.

Although other search engines offer ads, it’s no surprise that Google dominates paid search. With a search engine market share of over 90%, it’s best to consider Google first for all your advertising needs. Google Ads allows you to bid on specific keywords to show your ads at the top of those search results. This is perfect for businesses that want to increase their visibility and drive more traffic to their website. Google Ads also lets you target specific audiences, set your own budget, and track your results. Your business only has to pay when someone clicks on your ad, so you’ll get guaranteed results.

Google Local Services Ads allows service-based businesses to show their ads at the top of Google search results for local queries. These ads appear above organic search results and include information like your business name, service area, and reviews. These ads are great for businesses like plumbers, hairdressers, and childcare, as they connect you with potential customers actively searching for services in your area. Your business may even be eligible for one of three badges that show users you’re verified by Google. Best of all, you only pay when a customer contacts you through the platform.

Previously called Bing Ads, Microsoft Ads is an excellent addition to online advertising strategy. Although Google Ads reign supreme by a long shot, Microsoft Ads follow in second with over one billion unique monthly visitors. Microsoft Ads claims a few benefits that give it a slight upper hand over Google: it’s Microsoft’s default search engine, potentially higher quality traffic, and much less competition than Google Ads. Microsoft Ads operates with the same pay-per-click model as Google does.