PPC – Paid Search For Beginners

A search strategy takes time to set up and it takes at least three months to start seeing the first results. Paid Search (also called PPC or paid referencing) is therefore very useful for generating visibility and traffic.

On the other hand, the many acronyms can confuse more than one. In this article, zoom on the CPC, CPM, SERP and other terms of the universe of Paid Search. But before that…

What is Paid Search?

On a search engine results page (SERP), it is possible to pay so that your website appears in the first search results or in specific sections. These paid ads normally appear at the top of a SERP (search results page) with an “Ad” mention (up to 4 ads possible on a SERP) or in a section called “Shopping”.

Why is Paid Search so important?

Google derives the majority of its revenue from advertising. Whether through the results of Ads on the SERPs, through the AdSense network or through its pre-roll videos on YouTube, it allows you to obtain results quickly.

If you have just launched your site and are not yet referenced in the organic results, it is interesting to look into Paid Search to gain notoriety and start generating income. No need to commit astronomical budgets if you combine keyword research with a judicious strategy!

Does your site have good authority in its field and good organic visibility? Be careful, you are not guaranteed to keep your positions in the SERPs, especially if you have positioned yourself on particularly competitive keywords. Paid Search can therefore complement your strategy on your most strategic keywords.

What is Google Ads (Adwords)?

Each search engine offers its own platform for serving advertisements. At Google, it is called Google Ads (formerly called Google Adwords). For Bing, head to Microsoft Advertising (formerly Bing Ads).

With its 94% market share, Google is the favorite search engine of the French. This is why most of our examples rely on the Alphabet subsidiary.

How does Paid Search work?

Considering the benefits of paid search, you are certainly not the only one in your industry who wants to show ads on the same queries. To decide between advertisers who wish to position themselves on the same SERP, Google relies on an auction system. There are 3 types:

CPC (Cost per Click): the amount you are willing to pay for 1 click on your ad
CPM (Cost per Thousand): the amount you are willing to pay for 1000 impressions of your ad
CPE (Cost per Engagement): the amount you are willing to pay for 1 conversion or 1 action that you have defined, following a click on your ad
However, a high bid won’t necessarily be enough to dominate a page’s ranking. Google also takes a quality score into account to generate search results.

This score is similar to a score from 1 to 10 and determines the relevance between the chosen keywords and the promise your ad must be consistent with your landing page. So choose a specific landing page that directly echoes your advertising

So, should you get into PPC?

A rigorous natural search strategy (SEO), associated with quality content and a pleasant user experience will ensure regular traffic on your site, provided you give it the necessary time. However, your position in the SERPs can never be guaranteed. Also, it will be relevant to use paid search in a clever way during a one-off event, or as a common thread on strategic terms.

So in conclusion, PPC can be seen as a quicker and more directly effective marketing channel to organic search (SEO).

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