Paid Search

Increase your targeted traffic coming from search engines by adding paid search to the mix. Search engines ranks the most relevant sites for users` search queries, the output are the organic search results. Though you can influence it indirectly, it is a longer process to achieve good ranking at Google, Yahoo and other search engines.

Paid search gives you control in many ways:

• Pay-Per-Click – performance-based pricing allows you to maximize the efficiency of your search engine marketing efforts. Cost-per-action pricing (i.e. you only pay if the visitor, after clicking on your ad, initiates a transaction on your sites) gives you even more control and allows you to see more directly the campaign`s return on investment
• Targeting options – you have a wide range of targeting options at your disposal. You can target geographically, you can choose the exact date and time of you campaign, etc.
• Budget control – you can control your costs by setting bids on every keyword, you can decide how much you want to spend on a daily basis.

Search engines want to keep their users satisfied therefore relevancy is key in paid search. Relevant ads get higher rankings and/or lower costs. Google created Ad Rank which helps to determine the ranking. It takes into consideration two factors: Quality Score (i.e. how relevant your ad is) and your bid. The system awards good and relevant ads hence the better your ads are, the less you have to pay.

The ad text is always short and concise and you need to adhere to strict guidelines. The ads consist of four visible lines:

• Headline – max. 25 characters
• Text line – max. 35 characters
• Text line – max. 35 characters
• Display URL – max. 25 characters
• Destination URL – up to 1024 characters. This line does not appear in the ad, but when the user clicks on the ad, this brings the visitor to the destination. The destination URL can differ from the display URL but it cannot be confusing and cannot take the visitor landing page under a different domain.