Know Paid search with its types: Google guide

Safalta Expert Published by: Vanshika Jakhar Updated Sat, 19 Nov 2022 04:50 PM IST

When you enter a query into Google, a list of results, or SERP (the search engine results page), that includes both organic and paid results, is displayed. A small green box with the word "Ad" appears before the listing in paid search results; this indicates that a business has paid to have its page appear at the top of the list. You can accomplish this by using a Google Ads search campaign, which will cost you a small fee for each person who clicks on the link. The paid search uses pertinent ads to direct visitors to your website.

Table of Content 
How do Google Ads work?
How can Google Ads be useful?
Different Google Ads


How do Google Ads work?

Google Ads uses a pay-per-click (PPC) business model. This means that advertisers use Google to target a particular keyword and place bids against other advertisers who are using the same keyword. Your bids are "maximum bids," or the highest amount you're willing to spend on an advertisement. A maximum budget can be set for the advertisement. You'll never spend more than a predetermined amount per day on that advertisement, which will help you determine the appropriate budget for your digital advertising campaign.

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For their bids, marketers have three choices:

Cost-per-click (CPC)- the amount you are charged when a user clicks on your advertisement.
Cost-per-mile (CPM)- the price of per 1000 ads.
Cost-per-engagement (CPE)- How much do you pay when a user responds to your advertisement in a certain way?
The bid amount is then combined by Google with a rating for your ad known as a Quality Score. Google says: Your ads, keywords, and landing page quality are estimated by your quality score. Lower prices and better ad positions can result from higher-quality advertisements. The better you score and the less money you spend on conversions, the better your score is. Your Ad Rank determines where your ad appears on the search results page. Additionally, the advertiser receives a small payment when a user sees the advertisement and clicks on it. 

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How can Google Ads be useful?

You can choose search terms for your ads using the keyword planner. Choose search terms that are both relevant to you and frequently searched for when choosing the keywords you want to use. You can do keyword research using the excellent tool known as Keywords Planner. You can use it to find out what keywords or phrases people are already using to search for things similar to your goods or services. It is up to you to decide how much money you are willing to spend after seeing the estimated search volume for the keywords. The cost to win an auction and have your ad appear at the top of a search engine results page should decrease as the volume of Google searches for a given keyword decrease. It is crucial to carefully choose keywords because the prices are based on how many other businesses are using the same keywords. The quality of your ad and its significance to the keywords the ad is linked to can both be evaluated using Google's Quality Score, which is an essential metric. When users search for your keyword, Quality Score evaluates the overall quality of the user experience your ads and landing pages deliver (s). The quality of the keywords you choose, their relevance to the ad creative, and the user experience on the landing page all play a part in the Quality Score, which is assigned as a number between 1 and 10 for every keyword. Quality Score is crucial because it greatly affects the price and efficiency of your paid search marketing.

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Different Google Ads:

You can use a variety of Google's campaign types, including:
Video campaign- These are pre-roll advertisements that appear at the beginning of YouTube videos.
App campaign- App ads are part of the Display Network just like video ads, but they can be used in targeted advertising campaigns.
Display campaign- The Display Network makes use of Google's numerous website partners to display your advertisement on numerous websites across the Internet.
Search campaign- Search campaign advertisements show up as text ads on the keyword results page.
Shopping campaign- You can advertise your products more visually with a shopping campaign.


What other names are given to paid search?

The most popular paid search model is pay per click, or PPC, which is frequently used to refer to paid search as a whole.


A paid search is SEO?

SEO has no monetary outlay. Search engines offer placement in organic results for free, making it a much more cost-effective strategy in the long run. Of course, indirect costs apply to both SEO and PPC.

What elements should I search for in paid search?

Nearly every component of a paid search text ad, including the headline, ad description, display URL, and landing page, can be tested with this kind of paid search testing.

What distinguishes Google Ads from paid search?

While display ads are paid placements that appear based on various targeting criteria, search ads are only shown to users who have already searched for your product or service.

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