Back to all resources

What is paid search?

Back to all resources

What is paid search?

Key take-aways

If you are looking to take your business to the next level, then Google Ads search campaigns could be very useful to you. Search ads allow you to display your website listing at the top of the search results, and drive more traffic to your website. Read on to learn more about paid search, and how you can run Search ads using Google Ads.

1. What is paid search?

2. How does Google Ads help?

What is Google Ads?

Google Ads, formerly known as Google AdWords, is an advertising service by Google that allows businesses to display ads on Google search results and its advertising network.

Try Google Ads now

Picking the right keywords helps you to target the right audience. This, in turn, leads to higher click-through rates.

1. What is paid search?

When you type something into Google, you're presented with a list of results on the Search Engine Results Page (SERP). Here, you see both organic results and paid results.

Paid search results appear at the top of the SERP, and they feature a little green box with the word ‘Ad’. To start running Search ads and drive traffic to your website, sign up for a Google Ads account. You'll only be charged when someone clicks on your ad, and gets redirected to your site.

2. How does Google Ads help?

Keyword Planner helps you select search terms for your ads

Within Google Ads, you can access the Google Keyword Planner, which is a tool that helps you identify the best keywords to use. When deciding what search terms you want to target, take the following factors into consideration:

  • Whether it's relevant to your audience
  • Whether it's highly searched for

Price-wise, look at the estimated search volume for your keywords, then decide how much you're willing to spend on each keyword. The lower the Google keyword search volume, the cheaper it should be to win an auction and show your ad at the top of the SERP. The exact prices are determined by how many other businesses are bidding on the same keywords.

Finally, Google's Quality Score is a metric that helps you measure the quality of your ad creative and its relevance to the keywords you're targeting. Quality Score is assigned as a number between 1–10 for every keyword, with the score being based on 3 main factors:

  • The quality of the keywords you pick
  • How relevant your keywords are to the ad creative
  • Your landing page user experience

This score has enormous influence over the cost and effectiveness of your paid search marketing. Learn how to improve your quality score with our handy guide.

What is a text ad?

A text ad is a form of marketing communication that advertisers can use to promote their product or service on the Google Network.

Learn more about Google Text Ads here.

Easily set up your ads and monitor results

Google Ads makes it easy for you to set up your ads and monitor your results. To get up and running, set up an account, then identify the search terms you want to target, create your ad, and set your daily advertising budget. That's it – you’re done!

Don't forget–Google Ads is completely measurable. To evaluate the performance of your ads, keep track of your numbers, including:

  • How many people see your ads
  • How many click through to your website
  • How much sales revenue your website is generating from your ads


The key to running a successful Google Ads campaign lies in making sure that you're reaching the right people, at the right time. At the same time, try and aim to be in the top few results, so that your ad is more visible. Finally, track your return on investment (ROI) and constantly fine-tune your ads.

Follow these steps to set up your next paid Search ad on Google Ads.

Share this with your network.

Do you think someone may find this useful? Let them know today.

Sign up for Google Ads today

  • 1. Create an account
  • 2. Set your budget
  • 3. Write your first ad and decide where it's going to appear