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Basics of Online Marketing

What is paid search?

20 March 2023 Article
Two women use a laptop. One, in a white top, types while the other, in a blue top, holds a smartphone and looks at the laptop screen.


Key takeaways

If you are looking to take your business to the next level, then consider Google Ads search campaigns. Search ads allow you to display your website listing at the top of the search results, and drive more traffic to your website.

What you’ll learn about

  1. Paid search ads
  2. How Google Ads help
  3. Ads set up and results monitoring

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

Paid search ads

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.

How Google Ads help

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, consider the following:

  • 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 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

  • 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.

Your Quality Score has enormous influence over the cost and effectiveness of your paid search marketing.

Ads set up and results monitoring

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, identify the search terms you want to target, create your ad, and set your daily advertising budget. That’s it – you’re done!

Remember, 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

Remember, Google Ads is completely measurable to evaluate your ad performance.


The key to running a successful Google Ads campaign lies in making sure that you’re reaching the right people, at the right time. 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.

Sign yourself up today

Create an account, set your budget, then write your first ad and decide where you want it to show up.