Paid Search Advertising

Drive more potential customers to your website by using paid search advertising to springboard your brand to the top of search engine pages.

What Is Paid Search Advertising?

Paid search advertising allows brands to pay search engines, such as Google and Bing, to place an ad on relevant search engine results pages (SERPS). Most paid search works on a pay-per-click model, meaning you only pay when someone clicks on your ad. 

These ads can be text ads shown at the bottom or top of the organic search results or can take the form of shopping ads shown above the search results. 

Paid search advertising is popular for those looking to drive sales and leads, getting brands, products or services to the forefront of audience searches right away and helping to generate immediate exposure and revenue.

paid search advertising
paid search advertising

What is the difference between organic search vs paid search?

With organic (unpaid) search, brands will use SEO to optimise their page’s visibility or rankings within the search results. Search engines rank web pages depending on the relevancy to each search and those that deliver the best content will be ranked highest. However, this process is not guaranteed and can take many months to achieve results. 

Paid search allows brands to jump to the top of the queue and bid for a visible spot in the search results. On a typical Google SERPS page, the top 3 or 4 slots will be given over to paid search results plus the bottom 2 or 3 slots. The remaining 10 positions on the page will be organic search results. Search engines have worked hard to make paid search ads look very similar to organic search results and many users won’t even be aware they are clicking on an ad. However, each paid search result does have the word ‘Ad’ in bold to the left of the website URL

Types Of Paid Search Advertising

The most popular platform for paid search advertising is Google Ads, largely because Google is the most popular search engine, with over 8.5 billion searches per day. Although some advertisers may opt for Microsoft Advertising, which means their ads are shown across Yahoo, Bing and AOL. 

Google Ads, and other search advertising networks, operate on an auction-like system where businesses bid to appear in certain search results. When and where your ad appears depends on how much you decide to pay per click, your bid amount and also your quality score – a measure of the relevance of your ads, to the keywords you are bidding on. 

All paid search advertising is based around keywords or in other words the search terms that people key into the search engine when they are looking for information or a product or service. Advertisers list the keywords they wish to target and set a daily budget to bid for their ads to appear in response to people typing in that keyword. 


paid search advertising

Using a Paid Search Advertising Agency

The Google Ads platform, when used in expert mode, is very complex and requires months of training to use proficiently. You could use Google smart mode, a simplified version of Google Ads where Google controls ad placement for you, however, this is unlikely to deliver optimum results By using a paid search agency you will be able to access the full power of Google expert mode and have your ads controlled with a high level of precision. An advertising agency will charge you a management fee for providing this service, but this should easily be recouped by the enhancement to your ROI.

Paid Search Agency Manchester 

If you’re looking for guidance on how to start using paid search advertising, or want to take your Google and Bing advertising campaigns to the next level, our team of experts can help. We will formulate a tailored paid search strategy for you and your business objectives. Whether you’re looking for leads, or want to increase sales, we can help in delivering high-quality traffic to your website, and seeking out paying customers. Get in touch today to discuss your goals, so we can help you create the perfect paid search campaign for your business.