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Paid Search Advertising: Types, Benefits, and Why Your Business Needs It

In the highly competitive digital landscape, businesses are constantly seeking ways to gain an edge and stay ahead of their competition. Paid search advertising has emerged as a powerful tool that enables businesses to target their desired audience and generate meaningful results. This article delves into the world of paid search advertising, its types, benefits, and the reasons why businesses need to adopt this strategy.

Table of Contents

This content provides an overview of display advertising, including its definition, types, best practices, examples, and benefits.

Display advertising uses visual aids such as banners, images, and videos to promote products or services on websites, social media platforms, and mobile apps. The different types of display advertising include banner ads, pop-up ads, video ads, and native ads.

Best practices for display advertising include choosing the right platform, using eye-catching visuals, keeping it simple, including a call-to-action, and testing and optimizing.

Examples of display advertising are provided, including those used by Coca-Cola, Nike, Amazon, and Spotify. The benefits of display advertising include increased brand awareness, better targeting, higher engagement, measurable results, and cost-effectiveness.

What is Paid Search Advertising?

Paid search advertising, also known as pay-per-click (PPC) or search engine marketing (SEM), is an online marketing strategy that enables businesses to bid for ad placements on search engines like Google, Bing, and Yahoo. These ads are displayed when users search for specific keywords or phrases related to a business’s products or services. Advertisers only pay when users click on their ads, making it a cost-effective marketing method that allows businesses to control their advertising budget.

Types of Paid Search Advertising

Search Ads

Search ads are text-based advertisements that appear at the top or bottom of search engine results pages (SERPs). They are typically marked with an “Ad” label to distinguish them from organic search results. These ads are highly targeted, as they are shown to users who are actively searching for specific keywords or phrases.

Shopping Ads

Also known as product listing ads (PLAs), shopping ads display images, prices, and product information for items available for purchase. These ads are typically displayed on Google Shopping and Bing Shopping, and they appear alongside search results when users search for product-related keywords.

Display Ads

While not strictly a form of paid search advertising, display ads are often managed within the same advertising platforms as search ads. Display ads use images, videos, or rich media to advertise on third-party websites, targeting users based on their browsing behavior, demographics, or interests.

Remarketing Ads

Remarketing, also known as retargeting, is a form of paid search advertising that targets users who have previously visited a website or interacted with a brand online. These ads help businesses re-engage potential customers by reminding them of their previous interest in the brand’s products or services.

Benefits of Paid Search Advertising

  1. Immediate Visibility: Unlike organic search strategies, paid search advertising offers instant visibility on SERPs. This can help businesses quickly reach their target audience and generate immediate results.
  2. Highly Targeted Traffic: Paid search advertising allows businesses to target their ads based on specific keywords, geographic locations, and demographics. This ensures that ads are displayed only to users who are likely to be interested in the products or services being offered.
  3. Cost-Effective: With the pay-per-click model, advertisers only pay when users click on their ads. This ensures that businesses only spend their advertising budget on users who are genuinely interested in their offerings.
  4. Measurable Results: Paid search advertising platforms provide detailed analytics that enable businesses to track their campaigns’ performance. This data allows businesses to optimize their ads, improve their targeting, and maximize their return on investment (ROI).
  5. Competitive Advantage: By leveraging paid search advertising, businesses can outbid their competitors and secure prime advertising real estate on SERPs. This can help them gain a competitive edge and increase their brand visibility.

Why Businesses Need Paid Search Advertising

  1. Increase Brand Awareness: Paid search advertising can help businesses boost their brand visibility and recognition, driving more users to their website and increasing the likelihood of conversions.
  2. Generate Qualified Leads: By targeting specific keywords and demographics, businesses can attract users who are more likely to convert into customers, thereby increasing the overall effectiveness of their marketing efforts.
  3. Improve Conversion Rates: Paid search advertising often drives higher conversion rates than organic search traffic, as users who click on ads are typically further along in the buying process and more likely to make a purchase or complete a desired action.
  4. Adapt to Changing Market Conditions: Paid search advertising campaigns can be quickly adjusted to respond to changing market conditions, such as new competitors or shifting consumer preferences. This allows businesses to stay agile and maintain their competitive edge.


  5. Complement SEO Efforts: While organic search optimization (SEO) is essential for long-term success, paid search advertising can help businesses achieve short-term results and complement their overall digital marketing strategy.

Frequently Asked Questions About Paid Search Advertising

Alsett offers a comprehensive range of PPC services, including keyword research, campaign setup and management, ad copywriting, landing page optimization, bid management, and performance analysis. Our team of experts will create and manage your campaigns on platforms like Google Ads, Bing Ads, and social media channels, depending on your business’s specific needs.

Our team conducts extensive keyword research using advanced tools and industry best practices to identify relevant, high-traffic keywords with low to medium competition. We’ll also analyze your competitors’ keyword strategies to ensure that we’re targeting the most effective keywords for your business.

Yes, we can audit your existing PPC campaigns, identify areas for improvement, and implement necessary changes to optimize performance. Our goal is to help you achieve better results by refining your targeting, ad creatives, and bidding strategies.

The ideal budget depends on your business’s goals, industry, competition, and target audience. Our team will work with you to determine the most appropriate budget for your campaign and make sure you’re getting the best return on investment possible.

While PPC campaigns can deliver immediate results, it’s essential to give them time to optimize for maximum performance. You may start seeing results within a few days or weeks, but ongoing optimization will help improve the campaign’s effectiveness over time.

We use key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, cost-per-acquisition (CPA), and return on ad spend (ROAS) to evaluate the success of your campaign. Regular reports will be provided, detailing your campaign’s performance and any adjustments made to optimize it further.

Yes, every client is assigned a dedicated account manager who will be your primary point of contact throughout the campaign. Your account manager will keep you informed of your campaign’s progress, address any questions or concerns, and ensure that your goals are being met.

Absolutely! We can help you target your ads based on geographic locations, such as countries, states, cities, or even specific neighborhoods. This ensures that your ads reach the most relevant audience and deliver the best results.

We believe in maintaining open lines of communication with our clients. Your dedicated account manager will provide regular updates, detailed reports, and respond promptly to any inquiries. Additionally, we use a client portal where you can access your campaign’s performance data at any time.

Alsett has experience working with clients across various industries, including retail, healthcare, finance, technology, and more. Our team is skilled in creating tailored PPC strategies that cater to the unique needs of each industry and target audience.

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