Paid search advertising is a powerful form of online marketing and can be an excellent opportunity for small businesses. Paid search advertising helps companies convert prospects into customers.

Getting started with paid search advertising can seem daunting if you don’t know where to start, but this post will walk through what paid search is and how someone can get started!

What is paid search advertising?

paid search advertising

Paid search advertising is a type of paid marketing where companies bid on keywords to show up on ads when someone searches for the keywords.

For example, if you were selling shoes and wanted people to find your company when they searched “buy running shoes,” you would want to bid on that keyword to appear whenever people are searching online.

How does it work?

paid search advertising

Companies pay to bid on keywords so that their ads are shown every time someone searches for them. When a paid search ad is clicked, the company pays an amount of money based on how much they bid and which keyword was clicked. This helps companies to get in front of more potential customers who might not have found out about them otherwise.

Why should you get started now?

paid search advertising

There are many benefits to paid search advertising. You can get your company out there and in front of customers who might not have found you otherwise, increase the odds that visitors will click on your ads with a well-crafted strategy for keywords and ad copy, and earn more money from those clicks.

The differences between Google and Facebook ads

paid search advertising

Both Google and Facebook allow advertisements to function on a pay-per-click basis. In the case of paid search, advertisements are ranked based on targeted keywords. Over here, the audience of specific interest is not required. With that, adjustment of paid search campaigns is feasible to target location other factor-based users.

Here are the areas Google Ads allow you to advertise on:

  • ➜Google Search
  • ➜YouTube ads
  • ➜Google Display Network
  • ➜Google Play

Compared to paid search, Facebook ads are all about paid social marketing. Since Facebook’s algorithm changed, brands find it difficult to reach potential customers organically. With paid social advertising from Facebook Ads, you pay to get in front of the new customer base. You can do this on social networks and not across your brand naturally via news feeds anymore.

Keep keywords research in mind before starting your campaign

Keep keywords research in mind before starting your campaign

The fundamental step in any search marketing campaign is to conduct keyword research. Searching on the wrong keywords is like throwing your advertising budget out of a window for paid search. That’s why specialized keyword tools are so useful. Here are some things you should keep in mind when building up your list:

  • The advantage of using negative keywords: Negative keywords enable you to filter out irrelevant search terms. Consequently, your ads won’t show up for those irrelevant searches. This can save you a lot of money in wasteful clicks.
  • Don’t go too broad: It’s also worth paying special attention to the long tail of the search. The longer, less frequent keyword phrases add up to a greater volume of visits than most common keywords. Long-tail keywords tend to show a high degree of intent and are excellent candidates for your paid search campaigns.
  • Try to stay relevant: Make sure the keywords in your landing pages match up with the words on your ads. Google is always watching for this kind of accuracy. It will deny those who are not honest about their business practices from earning links.

Tips for a successful campaign

Prepare a destination for your paid search campaign.

Which actions would you like your visitors to take once they arrive on-site? Do you have any conversion points, such as a contact form or newsletter signup page? One of the best ways to deliver an optimal experience from ads is by using dedicated landing pages. Ideally, these will be highly specific and relevant for your keywords and ad copy. Landing pages do not distract potential customers with unnecessary information. Instead, they retain user attention long enough to convert into leads if not become paying clients.

How will you measure success?

There are many different ways to track conversion for your paid search campaign. The type you choose will depend on how your website is set up, what you value as an important action or goal. You can use AdWords, Google Analytics, Tag Manager, or even marketing automation software to do this job.


Now, you have a deeper understanding of the benefits that come with using paid search ads to promote your products or services. If you’re thinking about starting a new campaign, then don’t hesitate to reach out. Out Origin has years of experience helping businesses grow their online presence through digital marketing strategies like SEO, PPC, social media management, and more.