The paid search refers to the display of ad banners at the top of search engine results lists. Keywords are used to adapt these advertising banners to the search terms entered by users and invoiced through different models. On most search engines, paid search results are highlighted in color to distinguish them from organic search. Search engine operators offer these advertising spaces through Google AdWords.
Paid search is a very important search engine marketing method. An advertiser can occupy certain keywords in ad campaigns and have the ads, which redirect users to their respective offer, show for these keywords. He / she can determine a determined budget It must be paid based on the click-through rate, the number of times the page is visited, or purchases (see payment methods in affiliate marketing).
The objectives of paid search are to increase traffic and improve the conversion rate, that is, to achieve the higher viable ROI per click. One special aspect is that user activities can be measured using paid search. This allows you to determine a specific advertising budget for a specific keyword in connection with the posts sold, that is, with the sales. To control this figure, keywords in Google paid search are assigned certain quality factors.
User behavior in normal search results is very different from paid search. This is mainly due to the way an Internet page is perceived. Google conducted an eye-tracking study to find out how users see SERPs. This revealed that users start at the top of the SERPs, then go to the right, and then to the bottom section. In a second search, users often see the sections that were not targeted during the first search. Thus, this explains why ads in paid search they are shown in the upper and upper right sections.
Importance for SEO
Paid search, which is a search engine marketing medium (SEM), is irrelevant to search engine optimization. SEOs focus more on organic search, while SEMs deal with paid search. Regardless, a detailed look at both fields can provide important clues for both SEMs and SEOs: What keywords do well in both areas? Where can ideas from one field be beneficial to the other? This requires communication between expert groups.