Paid search advertising, also called pay-per-click (PPC) advertising, allows businesses to display ads on search engines like Google and Bing. When users search for keywords related to a product or service, the business's ad appears on the search results page. The business only pays if the ad is clicked. To start a paid search campaign, businesses set up accounts on Google AdWords or BingAds, choose keywords and ads, set a budget and monitor results. Both small and large businesses use paid search marketing to reach customers searching online and increase sales and brand awareness.

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Learn The Basics
of Paid Search

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You’ll Learn:
1. What paid search is
2. Where paid search ads are displayed
3. How to start a paid search campaign
4. Who uses paid search marketing
5. Why you should use paid search

3. What Is Paid
Search?

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The Definition
WHAT IS PAID SEARCH?
Paid search advertising, often referred
as pay-per-click (PPC) advertising,
allows businesses to display an ad on
a search engine when people search
for a keyword related to a product or
service. The advertiser pays only when
the ad is clicked. The ad is placed
on the search engine results page
(SERP) according to the bid set by the
advertiser, along with other relevance
and performance factors determined
by the search engine.

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Where Are Paid Search Ads Displayed?
Paid search ads can be viewed above, to the right of, and
beneath the organic search results on the search engine
results page [SERP].

6. How Do I Start a
Paid Search
Campaign?

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How to Start a Paid Search Campaign
1. Define the goal of your paid search campaign (e.g. drive
more online sales, increase email subscriptions, etc.).

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How to Start a Paid Search Campaign
2. Set up an account on Google AdWords or BingAds.

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How to Start a Paid Search Campaign
3. Choose campaign settings, budget and key performance
indicators (KPIs) you wish to track.

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How to Start a Paid Search Campaign
4. Research and build your keyword list.

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How to Start a Paid Search Campaign
5. Choose campaign settings, budget and key performance
indicators (KPIs) you wish to track.

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How to Start a Paid Search Campaign
6. Create ad groups by organizing related keywords.

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How to Start a Paid Search Campaign
7. Set your maximum cost-per-click (CPC).

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How to Start a Paid Search Campaign
8. Once you’ve launched your campaign, regularly monitor your
KPIs and test your campaigns to optimize your advertising
efforts.

15. Who & Why?

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Who Uses Paid Search Marketing?
• Small Medium-Sized Businesses
• Enterprise Level Teams & Agencies
• National & International Brands and Corporations

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Why Should I Use Paid Search?
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• Reach more customers searching for a specific item.
• Increase brand awareness.
• Increase online conversions.
• Promote new products, seasonal events, and sales.
• Gain insights into target market through ad testing.

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