Paid search is a type of digital advertising where businesses pay to display their ads on search engine results pages (SERPs).

What is paid search?

The most common type of paid search advertising is pay-per-click (PPC), where advertisers pay a fee each time a user clicks on their ad. With paid search, advertisers bid on keywords and phrases that are relevant to their business. When a user searches those keywords, the business' search ads are displayed in the sponsored results section of a search engine results page (SERP). The position of the ad is determined by factors such as bid amount, ad relevance, and ad quality.

  For more information, visit our blog What is PPC: A Beginner’s Guide to PPC Marketing.

Paid search is often used by businesses to reach potential customers searching for products or services that the business offers. It's important, however, for businesses to manage their paid search campaigns well to ensure that they are getting a good return on investment and that their ads are being shown to the right audience at the right time.

What is the value of paid search insights?

By bidding on keywords related to specific products or services, businesses can effectively target desired audiences and drive more qualified traffic to their website.

There are several valuable ways to use Paid Search and PPC data to grow your business, including:

  • Keyword insights -Discover which paid keywords are driving traffic to inform search and content strategies.
  • Audience insights - Evaluate behavior and develop targeted marketing campaigns.
  • Optimize Ads - Analyze performance of ads and ad copy to see what's working.
  • Measure ROI - The goal in developing a paid search strategy is for advertisers to find a profitable cost-per click. By looking at cost-per-click and paid conversion rate, you can determine which keyword is more efficient to prioritize in your paid search strategy. 

Additional resources

Tap into Similarweb’s suite of Paid Search tools, including:

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