The definition of paid search advertising is paying a search engine (like Google or Bing) to show users an ad for your product or service when they search those keywords online. Whenever someone clicks on your ad, that’s when you owe the search engine money. This is called the pay-per-click (PPC) or cost-per-click (CCP) model, and it’s the most common payment model for paid search advertising services.
Google Ads and Bings Ads are specific types of paid search marketing that allow you to market to those networks in particular; for example, if you are using Google Ads, you will appear in searches related both to Google’s Search Network (search queries on Google Search, Google Shopping, Google Maps, etc.) and Google’s Display Network, which includes partner sites like Gmail and YouTube. There are other payment models for paid searches, which include cost-per-mille (CPM) or cost per thousand impressions. This means you have to pay every time one thousand people view, not click on, your ad. It’s a better model for companies who want to raise brand awareness rather than revenue.
You may be asking why you need paid search management services if you can simply outbid your competition for the top spot in the Google Product Listing Ads lineup. But the highest-ranking doesn’t simply go to the highest bidder. That’s why our paid search marketing services work with you to perfect the quality of your ads so that they are prioritized not just on their bidding price but on their merit too, as Google and Bing both take ad quality and search context into account when ranking listings.
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