How does paid search advertising work?

Paid search advertising is a type of digital marketing strategy that allows companies to pay search engines to place their ads higher on relevant search engine results pages (SERPs) in order to attract traffic to their site. A pertinent goal of any form of digital marketing is to achieve a high ranking for a specific keyword (target). This classification can be carried out in several ways. Search engine marketing (SEM) is paid or unpaid digital marketing on any search engine such as Google, Bing or Yahoo.

This form of advertising is common and more closely related to Google, although you can also see PPC ads on Facebook, Bing, and elsewhere. So why do you need PPC ads? There are a lot of benefits of paid search advertising for small businesses like yours. In the end, Google rewards advertisers who create relevant PPC ads that are strategically aimed at the right customers. We'll also dive into the basics of paid search advertising and explain how a PPC ad agency can help improve your campaign performance.

Because of the complexity of PPC ads, many small businesses choose to partner with a digital marketing agency that specializes in paid search advertising. Advertising services, such as Google Ads and Microsoft Ads, work with real-time bids (RTB), where advertising inventory is sold in a private automated auction with real-time data. If you're a small business owner looking to delve into the world of digital marketing, a person looking to expand your knowledge of paid advertising, or even a newbie to the industry trying to explore new areas of marketing, you'll want to know what PPC is. One of the benefits of ppc advertising is that it helps small businesses attract more potential customers to their website.

If there are advertisers interested in showing ads related to a user's search query, an auction is triggered based on the keywords advertisers bid on. These allow advertisers to set a specific objective for their campaigns and then have the advertising platform determine the most appropriate offer for each auction. The beauty of PPC is that advertisers can show a targeted ad the exact moment someone searches for a term.