Paid-search ads on Google are very important to understand in order to get your website out there. Paid-search ads on Google help products and services be placed into search results. People make billions of searches on Google.com daily to find the thing they are looking for. Paid-search ads help businesses get placed in front of the right audience at the right time. The two main ways a business can get out there is popping up through organic search results, or through paid advertising. Both organic search and paid play a role into getting a website out there to the right audience.

When an individual uses google they type in a set of keywords or a question in hopes of getting an answer right away. This search engine then uses the prompt typed into the search bar to crawl for a website that matches to the search. Once a prompt is typed in, and an individual hits the search button, Google then places the most relevant website in front of you for easy access. If your website pops up this means your website appears in organic results. Organic results are very important because it creates long term authority over your website page. Organic results happen because of good search engine optimization (SEO) tactics being carried out. Organic search results happen because of keyword relevance, content quality, and well structured website for easy landing page access. All these factors help Google identify your website page quality. Websites that have content that directly relates to search queries help those pages rank higher, and quicker.

Paid-search ads on Google is the platform where businesses are allowed to create advertising that pops up for specific search results. Paid-search ads use a bidding system to push out the advertisements you create, unlike organic search that can happen if you carry out good onsite and offsite SEO tactics. There are manual bidding methods, and automated bidding methods. The automated bidding methods are also known as smart bidding methods. Manual bidding includes manual cost per click (CPC). Smart bidding methods include maximize clicks, maximize conversions, target cost per acquisition (CPA), target return on ad spend (ROAS), and target impression shares. All of these bidding strategies have a different type of goal that a business needs to understand to make sure they choose the best option for them. Not every bidding strategy works for certain scenarios so it is important for a marketer to really understand what is the business google with running these paid search campaigns.

Keywords play a huge role in paid-search ads. The keywords you choose for a business should be highly relevant to the product or service you are promoting. These keywords are selected when building a paid-search campaign, and these words are selected based on a number of factors. You can choose from three different types of keyword matching to help expand or shrink where, and how often your ad is shown. The three types of keywords matching there are is board match, exact match, and phrase match. All these different keyword types will do a different job when placing business ads into search queries. It is important for a business to make sure when picking out keywords, they are picking out the right type of keyword too. Every business will have a different campaign goal, and the steps that need to be taken to achieve this have to be reviewed intensely.

Quality score is also a big component to how well your paid-search ads are placed inside the search engine. The quality score in Google looks at ad relevance, landing page experience, and expected click through rate. These three components along with the bid amount all go towards Google ranking system. If the ad is relevant to the keywords/campaign then the expected click through rate is usually high which sends a signal to Google that your website has some authority. Along with a high expected click through rate, comes a relevant landing page experience that comes with relevant content.  This gives a good view on why both SEO tactics, and paid search connect to one another because they both require the same factors of a well structured website, and relevant content.

Overall, from what I have learned about Google organic search, and paid search ads is that both of them are used together in order to help websites gain visibility online for their products or services. Organic search helps build the long term authority for incorporating good onsite and offsite SEO tactics. Paid search ads help push out immediate visibility through targeted keywords. Understanding how to use the different bidding strategies, keyword match types, and the ad quality score helps marketers make more informed decisions to help strengthen their business goals.