Glossary

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Paid Search

Paid search is a form of digital advertising in which advertisers pay to appear in search engine results.

This is usually done through bidding systems, where advertisers pay each time a user clicks on their ad (pay-per-click model).

Paid search ads usually appear at the top of search engine results, above organic or natural results, but increasingly they are also found at the bottom of SERPs; they are often tied to specific keywords, which means they are displayed when a user searches for specific terms. This allows advertisers to reach a highly targeted audience that is actively searching for products or services similar to those they offer.

Google Ads is the most popular paid search platform, but there are also other platforms such as Bing Ads and Yahoo Search Ads.

Paid Search is one of the main channels of SEM. From a strategic point of view, it is an effective and quick way to increase online visibility, generate traffic to the website, and ultimately increase conversions and sales; however, it requires careful management and a well-planned strategy to ensure a good return on investment, and its effects end when the campaigns run out, unlike SEO.

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