Paid search

Paid search search

The paid advertising is an advertising within search results and paying only when an user clicks the ad.

Paid search ads appear above organic search results and are the first thing the searcher sees once Google returns its search results.




Similarities to the organic traffic are:

  • clickable headline
  • non-clickable body copy
  • clickable site links

Differences between paid and organic traffic:


Traffic is paid, that means that advertisers pay to serve ads to different user searches using keywords, ads and landing pagesTraffic is "free" (unpaid): results are optimized and based on the website content, its HTML code and links building
Traffic is faster and straightforward: clickable links on the SERPTakes long time to serve
Results either shown on the top or the bottom of the page, with a small annotation "Ad"Organic results always displayed below paid results
Ad copy fully controlled and shortNo control over organic results as they are dynamically created by search engine organic algorithm


There are some strategic considerations once choosing paid traffic: fill gaps, increase visibility, get access to market, pick a device preference.


How consumers use search engines?


  • identify a need
  • search for solutions
  • evaluate existing alternatives
  • decision of purchase
  • purchase
  • post-purchase evaluation


Why to use paid search?

  • match business objectives
  • gain quick access to market
  • gives a mobile position #1
  • has different advertising features
  • allows tracking
  • leverages buyer intent
  • allows time-sensitive promotions
  • allows organic optimization
  • competes in marketplace

Key benefits of paid search:


  • relevant
  • timely
  • provides qualified visitors
  • gives a full control
  • accountability
  • high visibility
  • precise measurability
  • mobile micro-moments


Pay-Per-Click (PPC) elements


There are 3 fundamental pieces of each PPC campaign: keywords, ad copy and landing page. All three items have to be related to each other to ensure that the campaign is relevant to searcher intent.

  • keyword list: keywords refer to the search of people and to the questions people asking Google
    Keywords are words which potential customers will write int he search engine window to find a product or service. Keyword lists are simply lists of keyword combinations to which the add will appear.
    To create a list of keywords it is necessary to search internet and figure out what information consumers are looking for (top of funnel searches), consideration (middle of sales funnel) or conversion/sales queries (bottom of the tunnel). It is important to establish a list of negative keywords to not loose money in irrelevant searches.
  • ads are items which users see when they search on search engine
    An ad copy needs to be relevant and contain keywords which users use. It has to be attractive and directional.
  • landing pages are places where users land after clicking an ad. A landing page serves as an entry point to the website. It should be linked closely to the ads and keywords and to the user intent. Important that it contains call to action that drives towards business objective.

User search journey

  • user has a need
  • user searches for solutions online
  • user clicks the ad as it is aligned with the need
  • user lands on the landing page

Conversion rate optimization


To optimize a page for conversion it is necessary always to include following elements:

  • attractive title
  • short, concise, attractive content
  • call to action button


Mobile landing page


A mobile navigation has to be simple and easy, with large CTAs and easy readable font across all sites.