What is Paid Search Marketing?

Remembering my post about SEO, its now time to take a look into a little thing called  Paid Search Marketing.

Paid Search Marketing can take on many hats and has many components. For simplicity’s sake,  the type I’d like to focus on is pay-per-click (PPC).

To get a simple explanation of Paid Search Marketing,  I looked at an article by EConsultancy. This global marketing community explains Paid Search Marketing to mean “you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click – PPC) or less commonly, when your ad is displayed (cost-per-impression – CPM).”

This article gives us a better picture of what PPC is by using the example of someone searching for “chocolate fountain”. When anyone searches using a search engine, results that a company paid for are displayed at the top of search results in a cream box.

In this example, Amazon paidthe most for the search term “chocolate fountain,” so Amazon’s results appear first in the sponsored search box.


Because Amazon paid to be advertised here, it will cost the company every time their link is clicked on by engine searchers. Other companies and competitors will have paid less for this search term.

Using PPC and other Paid Search Marketing techniques can be beneficial in increasing website exposure. And the higher the exposure rate your website has, the higher the likelihood of increased profits.

EConsultancy’s article mentions Google Adwords as one of the main service providers of PPC. Google Adwords has many benefits including setting your bidding amount to manual or automatic, targeted site banners, and rich media ads.

This article also mentions that “along with access to search engine’s network sites and platforms included in its packages, and the ability to schedule ads and target them to specific locations and times, paid search is an almost essential part of your marketing strategy.”

Hobbycraft, a UK based craft store similar to Hobby Lobby, provides a great example of a business successfully using PPC.


According to the comany’s case study, Hobbycraft was able to  improve ROI, deliver large quantities of engaged traffic, and hit overall revenue targets all by hiring a PPC company to help them out.

The company’s results of using efficient PPC were outstanding. Hobbycraft saw an increase in new user of 219.98%. Below are some additional results the company saw.

  • Sessions up 238.59%
  • Conversion Rate up 53.74%
  • Number of transactions up 420.57%
  • Revenue up 491.78%

Many companies are using Paid Search Marketing to increase website exposure. It may have an overwhelming amount of components, but studying how it can help your business can provide measurable and meaningful results.



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