Search Advertising: A Beginner’s Guide

Search advertising is a form of digital advertising that allows businesses to place ads on search engine results pages (SERPs). These ads appear when users search for specific keywords related to the business’s products or services. The two main types of search advertising are pay-per-click (PPC) and cost-per-impression (CPI).

Pay-per-click ads are the most common type of search advertising. With PPC, businesses only pay when a user clicks on their ad. This makes it a cost-effective way to drive targeted traffic to a website. Businesses can set a daily budget and bid on keywords that they want their ad to appear for. The higher the bid, the more likely the ad will appear in a higher position on the SERP.

Cost-per-impression ads are less common and are typically used by larger businesses with larger advertising budgets. With CPI, businesses pay for every 1,000 impressions (or views) of their ad. These ads appear on the SERP, but they are not necessarily in the top positions like PPC ads.

To get started with search advertising, businesses need to create an account with a search engine advertising platform, such as Google Ads or Bing Ads. From there, they can create their ad and set their budget. It is important to research keywords, create compelling ad copy, and track and analyze performance to optimize the campaign.

Search advertising can be a powerful tool for businesses to drive targeted traffic to their website and increase sales. However, it is important to have a clear strategy and budget in place, as well as to continually monitor and optimize the campaign for the best results.