Introduction to Paid Search

Ok, so everybody on earth has used Google or Yahoo or some kind of search engine. So chances are, you have come across paid search campaigns before! Did you recognize the ads as paid?.. Chances are if you have been around the internet for long enough you would be used to these ads and they probably blend into your everyday searching without causing a stir.

Did you know that quite often people are paying $1,5 or even $50 per click to get traffic via these paid links??! You may think, why the hell would somebody pay $50 per click? Well the truth is, that if you were making $100 per click, paying $50 isnt that bad! – It’s sort of like poker, you are never going to be 100% sure that spending $50 on a click is going to pay off every time, but by making the educated decision and the “right play” more often than not that click is going to deliver a good return on investment!

Paid search is a science and the basics premise behind it is to buy clicks that are valuable to your website and get a good ROI from the campaign as a whole. Lots of individual elements come together across the whole campaign to deliver the end results. Paid search combines elements of marketing, advertising, copywriting, analytics, accounting and many other smaller elements together.

The main differences between paid search and organic search is that paid search can deliver instant traffic on demand which is highly accountable and can be constantly optimised towards many different end goals including a lower cost per click, higher traffic volumes, more conversions or any other metric which you desire.

Paid search isnt going to do everything for your business, it wont make your site convert better if it sucks. It wont do the ironing for you or cook you dinner :) It CAN however deliver real value to your business by getting your brand in front of consumers when they are in the right frame of mind to purchase your products or become a loyal follower of your message. The difference between an average search marketing campaign and a good one can be the difference between buying a ferrari or a fiat!!

I haven’t gone into too much detail in thos post about the inner workings of SEM but stay tuned for some far more detailed insights into the world of paid search!

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