Paid Search Advertising

Paid search advertising is an umbrella term for a digital marketing strategy revolving around ads. As your potential or existing clients browse through a search engine, paid advertising can bump your business to the top by targeting and bidding on relevant search engine results pages (SERPs). The most common form of paid search advertising is pay-per-click (PPC) advertising.

It’s often used alongside more organic methods of marketing, such as search engine optimisation (SEO) and copywriting. That said, it can be used as an entry-level or stand-alone approach to digital marketing. How and why paid search advertising is used depends on the nature of your organisation, budget, proposed timeframe and desired results. At WebSavvy, we’ll help you answer all of these questions and more.

Your ads are designed to pop up when customers search keywords linked to your business. Google generally flags them as ‘sponsored’ when they appear. Thanks to our handy team of experts, the keywords related to your business are found through in-depth analytics. Several factors, such as the quality of the ad, bid amount and user relevance, will determine whether it shows up based on particular keywords.

This goes beyond SEM – you can also find paid search advertising on social media, such as Linkedin, Instagram or Facebook, where your ad on these platforms targets specific audiences. When a user clicks on your ad, a fixed price is paid.

In a nutshell, paid search campaigns can deliver faster results – it’s more bang for your buck in some ways. All forms of paid search usually deliver results more quickly than organic marketing, but they are also useful because they:

• Are easy to track and measure;

• Can be relatively easy to monitor and improve using the Google Ads platform and Google Analytics 4;

• Syngerise with other SEM strategies (i.e. inbound search);

• Synergise with other digital marketing platforms, including social media (i.e. outbound search);

• Can be simple to set up and run with the help of experts in the field.

WebSavvy is good at doing this because we understand that paid advertising is a form of responsive marketing that gives people what they want. A well-written ad appearing when a client is searching for a term related to your business may be the first thing they see, allowing you to add value to their search through the extra information in your ad. Paid ads can include salient information, such as pricing or site details, that prompts them to click.

If you’ve already set up Google or Meta ads, WebSavvy can audit them for you and discover how to improve or rework your existing structure. We excel at this, helping you to better your results through relevance and personalisation. We’re against the cookie-cutter approach for a reason – businesses are unique, and we go the extra mile to show that.

There are a number of factors that go into how search engines determine paid ad rankings. These factors, such as bid amount, auction time, ad quality and more, are part of an algorithm used by each search engine, designed to measure different facets of SEM and their credibility.

Bid Amount

The bid is determined by the amount each advertiser is willing to pay for each ad click. While higher amounts may improve the ranking of the ad, it’s not the main or only thing that matters.

Quality Score

Many search engines have quality scores, which calculate both the relevance and quality of your ad and landing page. Different search engines will evaluate differently, but shared metrics can include click-through rates (CTR), ad quality and more.

Ad Rank

Most search engines use this formula to decide where ads will rank on respective pages. The bid amount is multiplied by the quality score. This way, your quality score can still make you stand out even if your bid could have been higher.

There are many other cogs in the machine of paid search advertising that decide the ranking of an ad, including:

• The format of your ad,

• The target demographic of each ad, such as location,

• The devices that each ad is tailored for,

• The position of your ad on the page,

• Tools that heighten the visibility of an ad (such as ad extensions),

• The overall usefulness and relevance of each ad,

• The history of your previous ads and their performance,

• Your daily or monthly budget.

At WebSavvy, we know that paid ads are all about the details. Technical expertise impacts the return on investment (ROI) – but so does regular upkeep, stellar copy and ongoing optimisation. We’re the leaders when it comes to making sure your paid ads can help you grow your business in all the best ways.

Organic SEM can be time-consuming, and it may take a long time to see the results. Paid search advertising, on the other hand, can guarantee your results faster when properly managed and maintained by the specialists at WebSavvy.

As the most popular search engine, Google sees an average of 8.5 billion searches per day. That’s nearly 100,000 queries running through Google every second. How much of that could be relevant to your business?

Local and small businesses can thrive using paid search advertising because 46% of these searches are looking for local information, and 97% of consumers are more interested in local businesses than not. Knowing this, it shouldn’t surprise you that 88% of searches for a local business lead to a visit or call within 24 hours.

When it comes to mobile-related SEM, 61% of users are more likely to contact a business with a mobile-friendly site. At WebSavvy, we can optimise your paid ads to help your business further. 67% of users are very clear that they want ads customised to their location. If done well, local search results end up in a purchase 28% of the time.

And how are these stats related to your business? WebSavvy knows how to capitalise on all of these factors through paid ads. From targeting local demographics to sourcing keywords or phrases most relevant to your clients, your business can blossom with us through SEM – we understand what you and your customers need the most. It’s not just about creating a good ad but about creating one tailored to perfection through statistics, analysis and in-depth knowledge. That’s where WebSavvy shines.