paid search Campaigns

The idea is that you can target very specific traffic through a series of targeting parameters and present these users with various ad types. These paid search campaigns and ad types can be in different formats and can be included in different campaign types. Some of the Ad formats include text, imagery and video and can be seen across both search engines as well as the native platforms, depending on which ads platform you're using. 

Once an Ad is displayed, you will then be charged based on a user clicking your ad and being directed to your website or landing page. Most if not all paid search campaign advertising platforms use an auction model for the display of the ad, whereby customers (by which I mean the person holding the ad account) bid against other competitors based on certain quality metrics and budget amongst other factors. This will determine the success of your paid search campaigns and if your ad is seen on a regular basis and where on the internet or native platform. This is somewhat an oversimplification as there are many many factors that go into how, when and why your ads are displayed, but this is the basic premise.

Planning your strategy
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People often use a paid search campaign model amongst other digital marketing channels as a reliable way to generate quality traffic, although it can be an expensive way too. The best way to approach Google Ads or any paid advertising campaign is to have in your mind an ideal cost per lead metric, that means if achieved whatever you're selling whether a product or service, if the lead converts on your website at a high rate, the process is still profitable.

People often forget this fact and throw good money after bad wondering why they are not making any money through there paid search campaigns and advertising platforms.

If you approach a paid search campaign in this manner it ultimately becomes scalable as long as you can maintain the cost per lead threshold. If it's maintained then no matter how much money you put into the Ad spend then you will be able to reliably grow the volume of leads, enquiries or online exposure of your business. These ad platforms work very well for high margin products and services, where there is room to manoeuvre and optimise campaigns over time to be as profitable as possible.