![]() ![]() “Paid search marketing affords businesses the opportunity to advertise within the sponsored listings of a search engine or a partner site by paying either each time their ad is clicked (pay per click) or less commonly, when their ad is displayed (CPM or cost per thousand) or when a phone contact is generated, which is ‘pay per call’.” Paid Search: Best Practice Guide The basicsĪccording to Econsultancy’s own Paid Search Best Practice Guide: ![]() This guide is aimed pretty squarely at beginners, so if you consider yourself an expert in paid search, it might not be for you – but please leave any tips or advice you have in the comments! In this article, we’ll give you a basic overview of what paid search consists of and what it looks like, explain the different abbreviations and ad types you’ll come across, and examine the benefits and drawbacks of investing in paid search. And that’s before you start to involve the names of specific advertising programmes and ad types, such as Google Ads (formerly Google AdWords), Google Product Listing Ads, Google Shopping Ads, and Bing Ads.īut never fear: Econsultancy is here to demystify everything. Search engine marketing (SEM, which can include SEO), pay-per-click (PPC), search engine advertising, sponsored listings… the list goes on. Paid search marketing is known in the marketing and advertising industry by many different names (and abbreviations).
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