Paid Search and PPC Advertising
Paid search (Pay-Per-Click) places ads at the top of search results for targeted keywords. Advertisers pay only when users click. Google Ads accounts for 90%+ of paid search spend globally.
Campaign Types
- Search: text ads triggered by keyword searches. High purchase intent.
- Shopping / Performance Max: product listing ads with image, title, price
- Display: image ads across Google's Display Network. Good for remarketing.
- YouTube: video ads for awareness and discovery
Best Practices
- Logical structure: Campaign → Ad Group → Ads → Keywords
- Negative keywords: prevent showing for irrelevant searches
- Quality Score: ad relevance = lower CPC and better position
- Conversion tracking: measure actual business outcomes, not just clicks