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What is Paid Search?

Paid search is another term for SEM or search engine marketing. You may also hear it called
“search advertising,” but make no mistake, it all means the same thing.

Paid search is a subset of PPC or pay-per-click advertising. Other forms of advertising that make up
PPC are display advertising, social advertising, and retargeting. If the naming and acronyms alone
are confusing, wait till you dive into the intricacies of a paid search campaign.

Promote Your Business

Paid search is a form of paid media to promote your business’s product or service in someone’s search engine results page.

What separates paid search from other forms of paid media is the level of targeting you’re afforded. As an advertiser, you have complete control of showing your ad to the people that matter most to your business.

What're The Top Platforms For Paid Search?

Google Ads and Microsoft Advertising (formerly Bing Ads) are the one-two punch when it comes to paid search. Combined, they own 98 percent of search engine market share in the United States. While most advertisers put all of their paid search budget towards Google, adding Microsoft into the marketing mix will increase the overall brand awareness.

Google Ads

Paid search is an everchanging field, and usually it’s all thanks to Google.
The search engine giant is notorious for rolling out algorithms and updates
that can make strategies from yesteryear obsolete.

Because of this, constant tweaks to Google Ad campaigns are necessary to not only remain competitive, but to also avoid burning an ad budget. Here is a list of targeting options Google offers to allow you to show your ads to the right people at the right time:

Audience Targeting

  • Demographics
  • Custom intent
  • Affinity
  • Similar audiences
  • In-market
  • Remarketing (retargeting)

Content Targeting

  • Topics
  • Content Keywords
  • Placements
  • Display expansion for search

Microsoft Advertising

No paid search strategy is complete without Microsoft’s Bing. Even though the majority of people use Google, nearly a third of searches done on PC are done through Bing.

Surprised? Well, you shouldn’t be because Bing is the default search engine on Windows operated devices, and there’s a lot of them out there. The following are different targeting options you can set through Bing:

  • Geographic Location
  • Gender and age
  • Day of the week
  • Device

Why Should

Work with ARYU

Paid search is constantly changing. Small business owners don’t have the time to keep up with these changes or else they would be marketing specialists instead. ARYU has a deep understanding of paid search and is ready to deploy its strategies to help grow your business.

Let's do this

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