What Is Paid Search?

  • April 11, 2022
  • seo
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If any online marketing campaign can bring the best Return on Investment (ROI), that is paid search. And, there’s hardly any business owner who doesn’t want a high conversion rate. Right?

Although, it has not been so long since the paid search campaigns started bringing qualified leads to the businesses. Yet, it’s the most effective, controllable, and measurable way to generate more leads.

But what “Paid Search” actually is? Let’s clear the dust for you!

Paid search is an online marketing strategy that uses an advertising payment model. Businesses use this marketing tactic to rank higher on search engine results pages when consumers search for relevant and important keywords.

Another widely used term referred to as paid search is PPC or pay-per-click.

Paid search, if done right, can grow businesses exponentially

Therefore, whether you are a large or small business owner, paid search can play a significant role in the growth of your business. To help you get a better understanding, in this article, we shall explore a few related things about paid search, like:

  • How does it work?
  • Its importance.
  • Its efficiency. 
  • How is it different from Organic Search?

Let’s dive right in.

How Does Paid Search Work?

As mentioned earlier, paid search uses an advertising model. The goal of the ad is to direct the user who clicked the ad to the advertiser’s website or app. And for this purpose, most of the paid search ads work on the same model.

To define the working mechanism of paid search, we can’t use any better analogy than auction. 

Ever seen any auction in the process? It works on bidding. And the highest bidder wins the auction. 

The same applies to paid search

But, on the paid search, advertisers bid the keywords to a particular ad. Every time a user types a query in a search engine. An auction process gets started in the search engine result pages (SERPs). Multiple factors decide the winner of this auction in some nanoseconds.

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Such as:

  • Keywords that are bid on any ad by the advertisers
  • Bid amount 
  • The quality of the ad

To name a few!

The ads that win in this auction make their place at the top of search engine result pages.

Advertisers use platforms like Google Ads to set up their ad campaigns. Also, they determine when and where they want their targeted ads to appear.

Why Is Paid Search Important?

In this internet era, when there are dozens of online marketing campaigns, business owners might question the credibility of paid search. But, mind that, paid search campaigns always hit home. 

Paid search can do three things for you.

  1. It can raise your brand’s awareness. 
  2. It can generate leads.
  3. It can boost your sales.

Furthermore, paid search has the edge over other marketing campaigns online marketers might use. Because it appears to the targeted audience only, who come with the intent of buying your product or services on the search engines

Therefore, the chances of your ad getting neglected are slim.

Paid Search works on a pay-per-click model. The word pay-per-click is self-explanatory. 

It means you only pay the network showing your ad every time a user clicks your ad. However, paying only when a user clicks on the ad is not the only benefit of paid search. 

There are some more reasons to opt for paid search as well. We have listed them below:

  • You can rapidly and effectively reach your targeted audience.
  • With paid search, you can track your marketing goals.
  • In paid search, you have the room to experiment with different aspects of your marketing campaign and see what performs better.
  • Paid search allows you to excel in the competitive market.
  • You can top the pool of your competitors with paid search.

Does Paid Search Marketing Work Immediately?

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Paid search marketing is no magic that can do wonders immediately.

According to WebFx, a paid search campaign can take a turnaround time of three months to bring in the desired results. 

So, you should invest at least three months before you expect the leads to pour onto your website. You should focus on data collection from your ads during this period and then use that data to fine-tune your ad campaign

This strategy will help you get better results in a short time. 

As we are talking about paid search marketing, let us also tell you a bit about its counter term – organic search. You might be wondering what the difference between these two is. And which one is more effective?

Here’s the difference:

Organic search is the unpaid search results that appear on search engine result pages after a user inputs a query. Unlike a paid search populated through an auction system, organic search is based on the relevance of the user’s search query, SEO, links, and domain authority.

Now, if you ask which one is better? Paid search marketing is a clear winner. 

Learn SEO takes a significant amount of time to drive results. Conversely, paid search is a relatively quick, result-driven, and cost-effective method to grow your business online.


There you have it – your complete overview of paid search.

Remember, the key to benefitting from the paid search is setting clear goals for your marketing campaign, trying and testing different techniques, tracking the results, and making adjustments.

And you’ll eventually succeed in growing your business. 

Ultimately, paid search is one of the best online marketing strategies that can help you scale your business in a short time.

find here another article on Tool for conversion rate optimization

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