Paid search, also known as search engine marketing (SEM), is a form of online advertising where advertisers pay to have their ads displayed alongside search engine results. Paid search ads are typically triggered by specific keywords or search queries, allowing advertisers to target users actively searching for relevant information, products, or services.
Significance and Uses Paid Search
Targeted Reach: Paid search enables advertisers to reach users who are actively searching for specific products, services, or information related to their business.
Keyword Relevance: By selecting relevant keywords, advertisers can ensure that their ads are displayed to users with high purchase intent or specific interests.
Cost Control: Paid search campaigns offer flexibility in budget allocation, as advertisers only pay when users click on their ads (pay-per-click model).
Performance Tracking: Paid search platforms provide robust analytics and tracking tools, allowing advertisers to measure and optimize the performance of their ads.
Example Paid Search
When a user searches for “best running shoes” on a search engine like Google, paid search ads related to running shoes may appear at the top or bottom of the search results page. These ads are labeled as “sponsored” and are typically tailored to the user’s search intent.