What is Paid Search Marketing?
When you use a search engine, it takes the keywords or query you give it, and uses complex algorithms to return the most relevant results. Looking for Pad Thai in Moscow, Idaho? The Search Engine Results Pages (SERPs) will try to help you find it. The problem is, there’s usually a pretty big pile of results. As in, hundreds of millions of results.
It’s not easy to be king of that hill.
Paid search (also known as pay-per-click ads) offers a way to cut to the front of the line. By paying for ads on a specific keyword, the search engine puts your desired link up with the top results, making it much more likely that users will click through to your website rather than a competitor’s.
Why Use Pay-Per-Click Ads?
We can get you there
What Set Fire has to offer
Before you start thinking that “if it’s that easy, then I’ll just do it myself,” you need to know that (much like any advertising) paid search and PPC ads require a great deal of finesse. Knowing what keywords to target, how much money to throw at them, and which pages to link to is practically an art (though you won’t see it in any gallery).
Just as importantly, effective campaigns require near-constant monitoring and slight tweaks to ensure their continued success. Odds are you don’t have time for that kind of tedium, and you’ve got more pressing things on your plate.
As mentioned above, Google owns the lion’s share of the search engine market. As such, using Google Ads is critical for any digital marketing strategy. If you don’t have much marketing money to throw around, then put all your money on black (read: Google Ads).
Of the remaining search engine market, Yahoo and Bing users make up the most of it. Ads on these search engines are still effective, and there are enough users that, if you have the budget, you don’t want to miss advertising to them.