Paid search : Everything you need to know

Through our SEA Agency Optimize 360

Referencing Paying

Search engine optimisation (SEO) is an essential element in ensuring the visibility of your website on search engines.

If natural referencing (SEO) is a well-known and widely used strategy, there is also a paid alternative to give your site more visibility: the paid referencing.

In this article, we will define this practice in detail and explain how it works.

Paid referencing

What is paid search?

Paid search, also known as Search Engine Advertising (SEA) is the purchase of advertising space on search engine results pages (SERP) to improve the position and visibility of your website.

Unlike SEO, which aims to improve positioning organically and sustainably, SEA requires financial investment and delivers results. immediate. It's all the know-how of a Paid Search Agency like Optimize 360.

How paid search works

Paid search is based on the use of sponsored links promoted by search engines such as Google or Bing. These links are accompanied by the words "Ad" or "Advertisement". They are generally displayed at the top or bottom of the organic results, as well as in the right-hand sidebar.

To set up a paid search campaign, you need to create advertisements that include specific keywords and phrases. These ads will then be displayed to Internet users searching on search engines using the same keywords.

To understand its advantages and mechanisms, find out more about paid search in 10 points below.

1. Understanding the principle of paid search

Paid search is a technique used to optimise your website's position in search engine results pages (SERPs) through targeted advertising. Unlike natural referencingwhich focuses on improving content and keywords, paid search is based on buying advertising space in search results via a platform such as Google Ads or Bing Ads.

2. Keyword-based advertising campaigns

Paid search works on the basis of a system of bids based on keywords relevant to your business. When someone performs a search using these keywords, your ad has the opportunity to appear in the first results of this search if you have bid enough to be ranked among the best.

2.1. Selecting relevant keywords

To ensure the success of your paid search campaign, it's essential to choose the keywords you want to bid on carefully. They must be relevant to your field of activity, your products or services, and the expectations of your target audience. target.

2.2 Managing your advertising budget effectively

The advantage of the bidding system is that you can control the cost of each click made by an Internet user on your ad. You determine your daily budget for each keyword and choose the amount you think is appropriate.

3. The quality of ads plays a key role

The position of your ad in the results does not depend solely on the amount of the bid. Advertising platforms also take into account the quality of your ad, its click-through rate, and the relevance between the keywords chosen and the content of your ad. website. The more relevant and effective your ad is judged to be, the more prominence it will have in the search results.

4. Immediate visibility for websites

One of the main advantages of paid search is that it works so quickly. As soon as your advertising campaign is launched and validated, your website becomes more visible to Internet users. This generates traffic qualified and increase the number of conversions from the very first days of a campaign.

5. Precise performance measurement

Paid search platforms also offer the possibility of accurately measuring the effectiveness of your campaign thanks to detailed statistics. This gives you a clear overview of the number of clicks, impressions, cost per click and conversion rate of your ads.

6. Geographic and linguistic targeting

With paid search, you can choose to display your ads only in certain geographical areas or for specific target groups. languages to reach a more precise and qualified audience according to your needs.

7. Real-time adjustment of bids and ads

To optimise the results of your paid search campaign, you canadjust in real time the amounts of your bids or modify the content of your ads according to the performance observed. This flexibility maximises the impact of your marketing strategy.

8. Combining paid search and natural search

Paid search can be used in conjunction with natural search to further increase the visibility and reputation of your website. By investing in both levers, you multiply your chances of appearing in the top positions of search results.

9. Achieve a rapid return on investment

Thanks to the immediate dissemination of your advertisements and the rapid influx of qualified visitors to your website, paid search has the advantage of offering a return on investment fast and often very satisfying for advertisers.

10. The different advertising platforms available

Although Google Ads is the most popular paid search platform, alternatives such as Bing Ads should not be overlooked, Facebook Ads or Instagram Ads that may also be relevant to your target audience and your field of activity. So don't hesitate to test several platforms to find the one that best meets your needs and marketing objectives.


Websites and tools :

blank Digital Performance Accelerator for SMEs