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What is Paid Search?

Paid search, also known as search engine marketing (SEM) and search engine advertising (SEA), is a form of digital marketing where brands show ads on the search engine results pages (SERPs) of Google, Bing and others.


A brand selects the keywords that are relevant to its business and writes ads to be displayed when someone searches for any of those terms in a search engine. For each keyword, the brand sets the maximum bid it is prepared to pay when someone clicks on its ad. Paid search works on a pay-per-click (PPC) model meaning that the brand only pays the search engine when someone clicks on its ad. The bid that the brand sets for each of its keywords is one factor that determines the rank or position that the brand’s ads will be displayed in, on the SERP.


Each paid search platform also considers the quality score of ads in rank and position. Quality score is a rating of the relevance between a brand’s keyword, ad and landing page. A combination of keyword bid and quality score determines the rank that ads appear in. A brand’s ad with a high quality score will pay less for clicks and appear higher in the search results than a competing brand’s ad with a low quality score.

Paid Search Agency Tampa

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What are the Benefits of Paid Search for Brands?

Every second, millions of people are searching on Google and other search engines for products and services. This presents a great opportunity for brands to connect with an engaged audience that is actively looking to research or purchase relevant products or services.

Paid search campaigns can be set up and live on the search engines within a day. This gives brands immediate access to prospective customers that are actively identifying themselves by searching.


How does Precision Deliver Paid Search Excellence?

Precision works to an extensive and detailed list of best practices to select the most relevant keywords, to drive the highest quality score and to set bids to meet targets. We research and select the keywords that engaged prospective customers are typing into the search engines. We match those keywords with highly relevant, tailored ads and ad extensions to maximize quality score. In real time, we monitor how many customers each keyword is delivering and then work back to set efficient keyword bids to meet clients’ performance targets.

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