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Search-advertising

What is Search Advertising? How it Works + Top Strategies [2023]

Learn what search ads are, how search advertising campaigns work, how to improve your ad rank, find the right keywords and target the right audience to scale.

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Ever find yourself feeling like an idiot searching for something on Google? “Hello Alexa? Paper towels near me?” 🤦‍♂️ Search engines are changing the way we communicate.

And they are dragging the rest of us into their non-grammatical existence. Marketers and digital marketing agencies have built their businesses around search engines through search ads.

Search ads were created in 2005 and they are still popular today. And by popular we mean cost-effective and incredibly powerful. The catch is - you have to know how to use them.

In this post, we break down what search advertising is, how it works, and top tips to help you optimize and create winning ads.

Let’s dive in.

What are search ads?

Search advertising (also known as paid search advertising or pay-per-click advertising) is a marketing technique that involves placing ads on search engine results pages. Brands that place ads in the search results pay a small fee every time a user clicks on the ad.

Search advertising is particularly powerful because reveals the search intent of each user. And that provides an opportunity for advertisers to bid on specific keywords and target very specific audience segments, at every stage of the customer journey.

[Banner][Looking for a Top-Notch Search Ads Expert?][Find Them on Mayple. Hand-picked vetted experts, hire in 72 hours.][Get Started][https://www.mayple.com/welcome-v4/?utm_content=blog-banner-search-advertising][blue]

The most common advertising platforms for search campaigns are Google Ads, Bing Ads, and Amazon Ads. Google is the most popular search engine with over 91.88% market share so we are going to focus the article on Google Ads but just know that there are other types of search ads you can use for your business.

So how do these ads work? Let's talk about that.

How search ads work

Google uses an auction system and ranks ads that appear in its search results. An advertiser can bid on each keyword and set a maximum budget for each keyword or the search campaign as a whole.

Once the ad is created and the advertiser sets the bid then Google goes in and calculates what's known as ad rank (more on that later). Google takes into consideration the quality of the ad, click-through rate, and overall user experience of the ad's landing page. Then, the advertiser with the highest ad rank pays the amount needed to beat the nearest competitor.

So what is this mysterious ad rank? Let's talk about it.

What is Ad Rank?

Ad Rank is an algorithm that determines how highly an ad ranks in the sponsored results and how much the advertiser has to pay when a user clicks on the ad. It's the PageRank equivalent for search ads in Google.

Source: WordStream

Unlike the obscurity that covers all things related to organic search and Google's ranking factors, the search engine is pretty upfront about what affects your campaign's ad rank. Here are the elements that comprise the ad rank formula:

  • Landing page experience - your landing page needs to provide a good experience for the user. It needs to be clear, relevant to the search intent, and have original content that's optimized with related keywords
  • Ad format - Google takes into consideration the format of your ad so it's important to use various extensions like ratings, prices, directions, and phone numbers whenever applicable
  • Ad relevance - Google ensures that your ad is relevant to the search query. Don't advertise mangos when the search engine user was looking for a milkshake machine.
  • Expected click-through rate - Google estimates how likely it is that your ad will be clicked.

These features make sure that advertising budgets are being spent on the right keywords and the right audience. But that's just how Google is set up, there are a ton of strategies you could use to improve your search ads.

Tips to make search advertising work for you

Here are a few top tips to improve your return on investment from your ads campaigns.

Create the right account structure

The first step in any advertising is structuring your account correctly. Under each campaign, you need to have an ad group, and the ad group should contain specific keyword lists, negative keywords, and individual ads. That way you can optimize each ad and ad set separately.

Keyword research

The next thing to do is perform some keyword research. You want to find out which words people are searching for in order to create more effective ads. This means finding long-tail keywords that aren't already saturated by other advertisers.

Source: Ahrefs

You also want to identify terms that are less competitive but still drive traffic to your site. These are called low-competition keywords. Use Google's Keyword Planner or paid tools like Ahrefs and Semrush to help you find the most relevant keywords for your audience.

Optimize your landing pages

Once you've identified your target keywords, it's time to start optimizing your landing pages. Make sure that every page provides a good experience for the user, matches their search intent, and has the various elements that the user could expect.

Change the format of your landing page in accordance with the other ads that show up for your keywords. And play around with it. You may find that blog posts do better as landing pages for certain keywords.

Relevancy

This is one of the most important aspects of search marketing. It's easy to get caught up in all the fancy tools and tricks, but without good relevancy, none of those things matter. So, make sure that you create ads that are relevant to your audience. Have your ideal customer persona in mind when you're creating them and make sure to include your value proposition.

ad-relevance
Source: Instapage

Ad copy

Another aspect of search marketing is writing compelling ad copy. Your ads need to be interesting enough to grab the user's attention. If you are struggling with this bit check out our guide to copywriting.

Targeting strategies

In order to make the most of your marketing budget you need to nail your targeting. Make sure you're targeting the right audience and use techniques like geotargeting (showing search ads only in specific locations) and retargeting (showing ads to consumers that have visited your site but haven't checked out)

Ongoing optimization

Search engine optimization isn't an overnight process. You'll constantly be tweaking your strategy based on user behavior. For example, if you notice that certain keywords aren't bringing in any traffic, try changing your ad copy or adding new landing pages. Constantly A/B test your ad copy, creative, and targeting to maximize your ROI.

Leverage the power of search ads

Paid advertising is a super effective way to reach your target audience and engage with potential customers. But you have to know how to use it. Feeling stuck with your campaigns? Work with one of our top Google Ads experts.

We have 600+ vetted, hand-picked experts and can match you with one that has proven success in your niche. And the best part - you don’t need to look for one. Let our AI engine do all the work. Get started today!

[Banner][Looking for a Top-Notch Search Ads Expert?][Find Them on Mayple. Hand-picked vetted experts, hire in 72 hours.][Get Started][https://www.mayple.com/welcome-v4/?utm_content=blog-banner-search-advertising][orange]

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FAQs

What are the benefits of search advertising? 

The main benefit is that you anticipate what people want to know or buy and you can get them to click on your ad as soon as they see it. You can display a variety of information in your ad and really entice the user with good copywriting practices and research. 

Search advertising campaigns are one of the most powerful types of Google Ads in that they give you access to your target audience, have advanced targeting and optimization features, and are highly customizable to your budget and overall advertising goals.

What are the types of search ads? 

There are several types of Google ads including: 

  • Responsive search ads
  • Dynamic search ads
  • Display ads
  • Shopping ads
  • App promotion ads (built for mobile devices)
  • Local ads
  • Cal-only ads
  • Local service ads
What are the 3 main elements of a search ad? 

The three main components of an ad are - the headline, display URL, and description text. All of them work to convince the user to click and can all be A/B tested and optimized for each search ad campaign.

What are the 4 types of search? 

There are generally four types of search (or search intent) which are - information intent, navigational intent, transactional intent, and commercial intent.

What is an example of search marketing? 

Search marketing is an umbrella term for all paid and unpaid techniques that businesses and retailers use to increase their visibility across the internet and various search engines. These include search advertising campaigns, pay-per-click, and SEO.

What is the role of search marketing?

Search engine marketing refers to a variety of strategies and tactics that brands use to generate traffic from search engine results pages. It can be through paid advertising, contextual advertising, and SEO. The goal is to increase traffic, bring more leads and SQLs, and boost conversions.

Are search ads effective?

Paid search advertising is an effective way to reach your target audience and match different consumers' search intent. Advanced targeting and keyword strategies make it a very cost-effective channel.

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Table of contents

What is Search Advertising? How it Works + Top Strategies [2023]

DOWNLOAD TEMPLATE

Skip to What You Need

Ever find yourself feeling like an idiot searching for something on Google? “Hello Alexa? Paper towels near me?” 🤦‍♂️ Search engines are changing the way we communicate.

And they are dragging the rest of us into their non-grammatical existence. Marketers and digital marketing agencies have built their businesses around search engines through search ads.

Search ads were created in 2005 and they are still popular today. And by popular we mean cost-effective and incredibly powerful. The catch is - you have to know how to use them.

In this post, we break down what search advertising is, how it works, and top tips to help you optimize and create winning ads.

Let’s dive in.

What are search ads?

Search advertising (also known as paid search advertising or pay-per-click advertising) is a marketing technique that involves placing ads on search engine results pages. Brands that place ads in the search results pay a small fee every time a user clicks on the ad.

Search advertising is particularly powerful because reveals the search intent of each user. And that provides an opportunity for advertisers to bid on specific keywords and target very specific audience segments, at every stage of the customer journey.

[Banner][Looking for a Top-Notch Search Ads Expert?][Find Them on Mayple. Hand-picked vetted experts, hire in 72 hours.][Get Started][https://www.mayple.com/welcome-v4/?utm_content=blog-banner-search-advertising][blue]

The most common advertising platforms for search campaigns are Google Ads, Bing Ads, and Amazon Ads. Google is the most popular search engine with over 91.88% market share so we are going to focus the article on Google Ads but just know that there are other types of search ads you can use for your business.

So how do these ads work? Let's talk about that.

How search ads work

Google uses an auction system and ranks ads that appear in its search results. An advertiser can bid on each keyword and set a maximum budget for each keyword or the search campaign as a whole.

Once the ad is created and the advertiser sets the bid then Google goes in and calculates what's known as ad rank (more on that later). Google takes into consideration the quality of the ad, click-through rate, and overall user experience of the ad's landing page. Then, the advertiser with the highest ad rank pays the amount needed to beat the nearest competitor.

So what is this mysterious ad rank? Let's talk about it.

What is Ad Rank?

Ad Rank is an algorithm that determines how highly an ad ranks in the sponsored results and how much the advertiser has to pay when a user clicks on the ad. It's the PageRank equivalent for search ads in Google.

Source: WordStream

Unlike the obscurity that covers all things related to organic search and Google's ranking factors, the search engine is pretty upfront about what affects your campaign's ad rank. Here are the elements that comprise the ad rank formula:

  • Landing page experience - your landing page needs to provide a good experience for the user. It needs to be clear, relevant to the search intent, and have original content that's optimized with related keywords
  • Ad format - Google takes into consideration the format of your ad so it's important to use various extensions like ratings, prices, directions, and phone numbers whenever applicable
  • Ad relevance - Google ensures that your ad is relevant to the search query. Don't advertise mangos when the search engine user was looking for a milkshake machine.
  • Expected click-through rate - Google estimates how likely it is that your ad will be clicked.

These features make sure that advertising budgets are being spent on the right keywords and the right audience. But that's just how Google is set up, there are a ton of strategies you could use to improve your search ads.

Tips to make search advertising work for you

Here are a few top tips to improve your return on investment from your ads campaigns.

Create the right account structure

The first step in any advertising is structuring your account correctly. Under each campaign, you need to have an ad group, and the ad group should contain specific keyword lists, negative keywords, and individual ads. That way you can optimize each ad and ad set separately.

Keyword research

The next thing to do is perform some keyword research. You want to find out which words people are searching for in order to create more effective ads. This means finding long-tail keywords that aren't already saturated by other advertisers.

Source: Ahrefs

You also want to identify terms that are less competitive but still drive traffic to your site. These are called low-competition keywords. Use Google's Keyword Planner or paid tools like Ahrefs and Semrush to help you find the most relevant keywords for your audience.

Optimize your landing pages

Once you've identified your target keywords, it's time to start optimizing your landing pages. Make sure that every page provides a good experience for the user, matches their search intent, and has the various elements that the user could expect.

Change the format of your landing page in accordance with the other ads that show up for your keywords. And play around with it. You may find that blog posts do better as landing pages for certain keywords.

Relevancy

This is one of the most important aspects of search marketing. It's easy to get caught up in all the fancy tools and tricks, but without good relevancy, none of those things matter. So, make sure that you create ads that are relevant to your audience. Have your ideal customer persona in mind when you're creating them and make sure to include your value proposition.

ad-relevance
Source: Instapage

Ad copy

Another aspect of search marketing is writing compelling ad copy. Your ads need to be interesting enough to grab the user's attention. If you are struggling with this bit check out our guide to copywriting.

Targeting strategies

In order to make the most of your marketing budget you need to nail your targeting. Make sure you're targeting the right audience and use techniques like geotargeting (showing search ads only in specific locations) and retargeting (showing ads to consumers that have visited your site but haven't checked out)

Ongoing optimization

Search engine optimization isn't an overnight process. You'll constantly be tweaking your strategy based on user behavior. For example, if you notice that certain keywords aren't bringing in any traffic, try changing your ad copy or adding new landing pages. Constantly A/B test your ad copy, creative, and targeting to maximize your ROI.

Leverage the power of search ads

Paid advertising is a super effective way to reach your target audience and engage with potential customers. But you have to know how to use it. Feeling stuck with your campaigns? Work with one of our top Google Ads experts.

We have 600+ vetted, hand-picked experts and can match you with one that has proven success in your niche. And the best part - you don’t need to look for one. Let our AI engine do all the work. Get started today!

[Banner][Looking for a Top-Notch Search Ads Expert?][Find Them on Mayple. Hand-picked vetted experts, hire in 72 hours.][Get Started][https://www.mayple.com/welcome-v4/?utm_content=blog-banner-search-advertising][orange]

No items found.

FAQs

What are the benefits of search advertising? 

The main benefit is that you anticipate what people want to know or buy and you can get them to click on your ad as soon as they see it. You can display a variety of information in your ad and really entice the user with good copywriting practices and research. 

Search advertising campaigns are one of the most powerful types of Google Ads in that they give you access to your target audience, have advanced targeting and optimization features, and are highly customizable to your budget and overall advertising goals.

What are the types of search ads? 

There are several types of Google ads including: 

  • Responsive search ads
  • Dynamic search ads
  • Display ads
  • Shopping ads
  • App promotion ads (built for mobile devices)
  • Local ads
  • Cal-only ads
  • Local service ads
What are the 3 main elements of a search ad? 

The three main components of an ad are - the headline, display URL, and description text. All of them work to convince the user to click and can all be A/B tested and optimized for each search ad campaign.

What are the 4 types of search? 

There are generally four types of search (or search intent) which are - information intent, navigational intent, transactional intent, and commercial intent.

What is an example of search marketing? 

Search marketing is an umbrella term for all paid and unpaid techniques that businesses and retailers use to increase their visibility across the internet and various search engines. These include search advertising campaigns, pay-per-click, and SEO.

What is the role of search marketing?

Search engine marketing refers to a variety of strategies and tactics that brands use to generate traffic from search engine results pages. It can be through paid advertising, contextual advertising, and SEO. The goal is to increase traffic, bring more leads and SQLs, and boost conversions.

Are search ads effective?

Paid search advertising is an effective way to reach your target audience and match different consumers' search intent. Advanced targeting and keyword strategies make it a very cost-effective channel.

Do You Want
More Sales ?
If you want my team to just do
your marketing for you
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Get The Ultimate CRO Audit + Checklist Tool

Get Access Now

Get The Ultimate Marketing Strategy Template

Download Now

What is Search Advertising? How it Works + Top Strategies [2023]

Learn what search ads are, how search advertising campaigns work, how to improve your ad rank, find the right keywords and target the right audience to scale.

No items found.

Ever find yourself feeling like an idiot searching for something on Google? “Hello Alexa? Paper towels near me?” 🤦‍♂️ Search engines are changing the way we communicate.

And they are dragging the rest of us into their non-grammatical existence. Marketers and digital marketing agencies have built their businesses around search engines through search ads.

Search ads were created in 2005 and they are still popular today. And by popular we mean cost-effective and incredibly powerful. The catch is - you have to know how to use them.

In this post, we break down what search advertising is, how it works, and top tips to help you optimize and create winning ads.

Let’s dive in.

What are search ads?

Search advertising (also known as paid search advertising or pay-per-click advertising) is a marketing technique that involves placing ads on search engine results pages. Brands that place ads in the search results pay a small fee every time a user clicks on the ad.

Search advertising is particularly powerful because reveals the search intent of each user. And that provides an opportunity for advertisers to bid on specific keywords and target very specific audience segments, at every stage of the customer journey.

[Banner][Looking for a Top-Notch Search Ads Expert?][Find Them on Mayple. Hand-picked vetted experts, hire in 72 hours.][Get Started][https://www.mayple.com/welcome-v4/?utm_content=blog-banner-search-advertising][blue]

The most common advertising platforms for search campaigns are Google Ads, Bing Ads, and Amazon Ads. Google is the most popular search engine with over 91.88% market share so we are going to focus the article on Google Ads but just know that there are other types of search ads you can use for your business.

So how do these ads work? Let's talk about that.

How search ads work

Google uses an auction system and ranks ads that appear in its search results. An advertiser can bid on each keyword and set a maximum budget for each keyword or the search campaign as a whole.

Once the ad is created and the advertiser sets the bid then Google goes in and calculates what's known as ad rank (more on that later). Google takes into consideration the quality of the ad, click-through rate, and overall user experience of the ad's landing page. Then, the advertiser with the highest ad rank pays the amount needed to beat the nearest competitor.

So what is this mysterious ad rank? Let's talk about it.

What is Ad Rank?

Ad Rank is an algorithm that determines how highly an ad ranks in the sponsored results and how much the advertiser has to pay when a user clicks on the ad. It's the PageRank equivalent for search ads in Google.

Source: WordStream

Unlike the obscurity that covers all things related to organic search and Google's ranking factors, the search engine is pretty upfront about what affects your campaign's ad rank. Here are the elements that comprise the ad rank formula:

  • Landing page experience - your landing page needs to provide a good experience for the user. It needs to be clear, relevant to the search intent, and have original content that's optimized with related keywords
  • Ad format - Google takes into consideration the format of your ad so it's important to use various extensions like ratings, prices, directions, and phone numbers whenever applicable
  • Ad relevance - Google ensures that your ad is relevant to the search query. Don't advertise mangos when the search engine user was looking for a milkshake machine.
  • Expected click-through rate - Google estimates how likely it is that your ad will be clicked.

These features make sure that advertising budgets are being spent on the right keywords and the right audience. But that's just how Google is set up, there are a ton of strategies you could use to improve your search ads.

Tips to make search advertising work for you

Here are a few top tips to improve your return on investment from your ads campaigns.

Create the right account structure

The first step in any advertising is structuring your account correctly. Under each campaign, you need to have an ad group, and the ad group should contain specific keyword lists, negative keywords, and individual ads. That way you can optimize each ad and ad set separately.

Keyword research

The next thing to do is perform some keyword research. You want to find out which words people are searching for in order to create more effective ads. This means finding long-tail keywords that aren't already saturated by other advertisers.

Source: Ahrefs

You also want to identify terms that are less competitive but still drive traffic to your site. These are called low-competition keywords. Use Google's Keyword Planner or paid tools like Ahrefs and Semrush to help you find the most relevant keywords for your audience.

Optimize your landing pages

Once you've identified your target keywords, it's time to start optimizing your landing pages. Make sure that every page provides a good experience for the user, matches their search intent, and has the various elements that the user could expect.

Change the format of your landing page in accordance with the other ads that show up for your keywords. And play around with it. You may find that blog posts do better as landing pages for certain keywords.

Relevancy

This is one of the most important aspects of search marketing. It's easy to get caught up in all the fancy tools and tricks, but without good relevancy, none of those things matter. So, make sure that you create ads that are relevant to your audience. Have your ideal customer persona in mind when you're creating them and make sure to include your value proposition.

ad-relevance
Source: Instapage

Ad copy

Another aspect of search marketing is writing compelling ad copy. Your ads need to be interesting enough to grab the user's attention. If you are struggling with this bit check out our guide to copywriting.

Targeting strategies

In order to make the most of your marketing budget you need to nail your targeting. Make sure you're targeting the right audience and use techniques like geotargeting (showing search ads only in specific locations) and retargeting (showing ads to consumers that have visited your site but haven't checked out)

Ongoing optimization

Search engine optimization isn't an overnight process. You'll constantly be tweaking your strategy based on user behavior. For example, if you notice that certain keywords aren't bringing in any traffic, try changing your ad copy or adding new landing pages. Constantly A/B test your ad copy, creative, and targeting to maximize your ROI.

Leverage the power of search ads

Paid advertising is a super effective way to reach your target audience and engage with potential customers. But you have to know how to use it. Feeling stuck with your campaigns? Work with one of our top Google Ads experts.

We have 600+ vetted, hand-picked experts and can match you with one that has proven success in your niche. And the best part - you don’t need to look for one. Let our AI engine do all the work. Get started today!

[Banner][Looking for a Top-Notch Search Ads Expert?][Find Them on Mayple. Hand-picked vetted experts, hire in 72 hours.][Get Started][https://www.mayple.com/welcome-v4/?utm_content=blog-banner-search-advertising][orange]

Browse Agencies by Expertise

What is Search Advertising? How it Works + Top Strategies [2023]

Learn what search ads are, how search advertising campaigns work, how to improve your ad rank, find the right keywords and target the right audience to scale.

Ever find yourself feeling like an idiot searching for something on Google? “Hello Alexa? Paper towels near me?” 🤦‍♂️ Search engines are changing the way we communicate.

And they are dragging the rest of us into their non-grammatical existence. Marketers and digital marketing agencies have built their businesses around search engines through search ads.

Search ads were created in 2005 and they are still popular today. And by popular we mean cost-effective and incredibly powerful. The catch is - you have to know how to use them.

In this post, we break down what search advertising is, how it works, and top tips to help you optimize and create winning ads.

Let’s dive in.

What are search ads?

Search advertising (also known as paid search advertising or pay-per-click advertising) is a marketing technique that involves placing ads on search engine results pages. Brands that place ads in the search results pay a small fee every time a user clicks on the ad.

Search advertising is particularly powerful because reveals the search intent of each user. And that provides an opportunity for advertisers to bid on specific keywords and target very specific audience segments, at every stage of the customer journey.

[Banner][Looking for a Top-Notch Search Ads Expert?][Find Them on Mayple. Hand-picked vetted experts, hire in 72 hours.][Get Started][https://www.mayple.com/welcome-v4/?utm_content=blog-banner-search-advertising][blue]

The most common advertising platforms for search campaigns are Google Ads, Bing Ads, and Amazon Ads. Google is the most popular search engine with over 91.88% market share so we are going to focus the article on Google Ads but just know that there are other types of search ads you can use for your business.

So how do these ads work? Let's talk about that.

How search ads work

Google uses an auction system and ranks ads that appear in its search results. An advertiser can bid on each keyword and set a maximum budget for each keyword or the search campaign as a whole.

Once the ad is created and the advertiser sets the bid then Google goes in and calculates what's known as ad rank (more on that later). Google takes into consideration the quality of the ad, click-through rate, and overall user experience of the ad's landing page. Then, the advertiser with the highest ad rank pays the amount needed to beat the nearest competitor.

So what is this mysterious ad rank? Let's talk about it.

What is Ad Rank?

Ad Rank is an algorithm that determines how highly an ad ranks in the sponsored results and how much the advertiser has to pay when a user clicks on the ad. It's the PageRank equivalent for search ads in Google.

Source: WordStream

Unlike the obscurity that covers all things related to organic search and Google's ranking factors, the search engine is pretty upfront about what affects your campaign's ad rank. Here are the elements that comprise the ad rank formula:

  • Landing page experience - your landing page needs to provide a good experience for the user. It needs to be clear, relevant to the search intent, and have original content that's optimized with related keywords
  • Ad format - Google takes into consideration the format of your ad so it's important to use various extensions like ratings, prices, directions, and phone numbers whenever applicable
  • Ad relevance - Google ensures that your ad is relevant to the search query. Don't advertise mangos when the search engine user was looking for a milkshake machine.
  • Expected click-through rate - Google estimates how likely it is that your ad will be clicked.

These features make sure that advertising budgets are being spent on the right keywords and the right audience. But that's just how Google is set up, there are a ton of strategies you could use to improve your search ads.

Tips to make search advertising work for you

Here are a few top tips to improve your return on investment from your ads campaigns.

Create the right account structure

The first step in any advertising is structuring your account correctly. Under each campaign, you need to have an ad group, and the ad group should contain specific keyword lists, negative keywords, and individual ads. That way you can optimize each ad and ad set separately.

Keyword research

The next thing to do is perform some keyword research. You want to find out which words people are searching for in order to create more effective ads. This means finding long-tail keywords that aren't already saturated by other advertisers.

Source: Ahrefs

You also want to identify terms that are less competitive but still drive traffic to your site. These are called low-competition keywords. Use Google's Keyword Planner or paid tools like Ahrefs and Semrush to help you find the most relevant keywords for your audience.

Optimize your landing pages

Once you've identified your target keywords, it's time to start optimizing your landing pages. Make sure that every page provides a good experience for the user, matches their search intent, and has the various elements that the user could expect.

Change the format of your landing page in accordance with the other ads that show up for your keywords. And play around with it. You may find that blog posts do better as landing pages for certain keywords.

Relevancy

This is one of the most important aspects of search marketing. It's easy to get caught up in all the fancy tools and tricks, but without good relevancy, none of those things matter. So, make sure that you create ads that are relevant to your audience. Have your ideal customer persona in mind when you're creating them and make sure to include your value proposition.

ad-relevance
Source: Instapage

Ad copy

Another aspect of search marketing is writing compelling ad copy. Your ads need to be interesting enough to grab the user's attention. If you are struggling with this bit check out our guide to copywriting.

Targeting strategies

In order to make the most of your marketing budget you need to nail your targeting. Make sure you're targeting the right audience and use techniques like geotargeting (showing search ads only in specific locations) and retargeting (showing ads to consumers that have visited your site but haven't checked out)

Ongoing optimization

Search engine optimization isn't an overnight process. You'll constantly be tweaking your strategy based on user behavior. For example, if you notice that certain keywords aren't bringing in any traffic, try changing your ad copy or adding new landing pages. Constantly A/B test your ad copy, creative, and targeting to maximize your ROI.

Leverage the power of search ads

Paid advertising is a super effective way to reach your target audience and engage with potential customers. But you have to know how to use it. Feeling stuck with your campaigns? Work with one of our top Google Ads experts.

We have 600+ vetted, hand-picked experts and can match you with one that has proven success in your niche. And the best part - you don’t need to look for one. Let our AI engine do all the work. Get started today!

[Banner][Looking for a Top-Notch Search Ads Expert?][Find Them on Mayple. Hand-picked vetted experts, hire in 72 hours.][Get Started][https://www.mayple.com/welcome-v4/?utm_content=blog-banner-search-advertising][orange]

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Dorian Reeves SMM

Dorian grew Lenskart to over 10k followers and increased engagement by 50%.

Kelly Benson - Marketing manager & Growth marketer

Kelly developed a 6-month marketing strategy that included paid ads, SMM, mobile marketing, and marketing automation, resulting in an increase in ROI by 1200% in just 6 months.

Dan W.

Dan created a strategic marketing plan for Mountain Dew and produced and executed 360 engagement platforms - Dare to Do, All Star Weekend, and others. These campaigns improved brand awareness, affinity and sentiment levels.

Jay N.

Jay executed a comprehensive SEO strategy that increased organic traffic by 98%, increased top 10 keywords by 190% and total keywords by 262%.

Gustavo Morais

Gustavo took Amaz, a Yerba Mate sparkling drink brand, from $0 to $50k sales per month in just a few months by designing and launching their eCommerce website and executive a comprehensive SEO strategy.

Edwin Gan - CRO

Edwin helped CloudWaitress generate 2x conversions for 3+ consecutive months. They gained 10,000 new users and became one of Australia's fastest-growing startups with 700% growth.

Kelly Beaudin social media

Kelly grew Adobe's LinkedIn community by 97% and increased monthly engagement by more than 1,000% within one year. Adobe was recognized as one of the "Best LinkedIn Company Pages" for two years in a row. Kelly also grew Adobe Creative Cloud to 1M subscribers with a comprehensive social media strategy.

Jason H.

Jason helped Vitamin Energy grow monthly email marketing revenue 6x in less than 6 months and increased attributed revenue from email to 40% of the total sales of the business.

Igor Z.

Igor promoted NY Fashion Week events using Google Ads, increasing the number of attendees at events and decreasing the cost per lead by 50%.

Jack Nelson - CRO

Jack led the CRO strategy for BeatBread, launched various conversion optimization campaigns, implemented advanced tracking & analytics, and exceeded KPI target by 75%.

Ashna Rana CRO

Ashna was the lead CRO manager for PrettyLitter, a subscription product, where she optimized the marketing funnel and was able to increase the conversion rate 35% test after test. As a result, the company was able to expand to Pinterest Ads, Facebook ads, and affiliate marketing.

Kelly Beaudin Strategy

Kelly created a partnership with BuzzFeed, launched a financial BootCamp for customers, and created viral content using influencers and UGC. The campaign resulted in a +6.5% lift in awareness and a +25% increase in customers' perception of the brand, helping to drive loyalty and sales.

Jamie S.

Jamie helped build American Eagle Outfitter's online community to 15M+ followers and was integral in setting up the award winning Live Your Life influencer marketing campaign.

Roman H.

Roman created seven email campaigns that led to this beauty brand's revenue to increase by 56% in just 6 months.

Brenna K.

Brenna led advertising campaigns at Jessica Simpson where she increased ROAS by 250% using Google Ads, Facebook & Instagram ads, and Google Shopping.

Angel D.

Angel led influencer marketing campaigns for Keen and helped them grow to over 200k+ followers on Instagram and become one of the most loved apparel brand in the world.

Deepak S.

Deepak helped Rivalry to rank for 20k+ organic keywords in the US and over 70k+ keywords globally in under 12 months with an extensive on-page and off-page SEO strategy.

Katrina J.

Katrina led an influencer marketing & PR campaign for this tourism brand that resulted in a funding round of $3M.

Dhariana L.

Dhariana grew Remy's Instagram account to 10k+ followers, increased leads from social media (LinkedIn and Instagram) by 120% and increased organic views on Linkedin by 310%.

Marija T.

Marija grew Brightech's Instagram page to over 30k followers and its cumulative online presence to 200k followers using secondary accounts in just 12 months.

Pete Opakunle - PPC

Pete increased ROAS for Gillette by 4.2X, increased CTRs by 40%-60%, achieved the desired CPA within 2 weeks of the campaign launch using Facebook, Snapchat and Instagram ads.

Hire What is Search Advertising? How it Works + Top Strategies [2023]

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Hiring with Mayple

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Avg. Growth of 380% in 6 months

Flexible

Monthly subscription

Easy

3 min to marketing brief

Affordable

1/3rd of typical agency costs

FAQ

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Hire What is Search Advertising? How it Works + Top Strategies [2023]

FAQs

What are the benefits of search advertising? 

The main benefit is that you anticipate what people want to know or buy and you can get them to click on your ad as soon as they see it. You can display a variety of information in your ad and really entice the user with good copywriting practices and research. 

Search advertising campaigns are one of the most powerful types of Google Ads in that they give you access to your target audience, have advanced targeting and optimization features, and are highly customizable to your budget and overall advertising goals.

What are the types of search ads? 

There are several types of Google ads including: 

  • Responsive search ads
  • Dynamic search ads
  • Display ads
  • Shopping ads
  • App promotion ads (built for mobile devices)
  • Local ads
  • Cal-only ads
  • Local service ads
What are the 3 main elements of a search ad? 

The three main components of an ad are - the headline, display URL, and description text. All of them work to convince the user to click and can all be A/B tested and optimized for each search ad campaign.

What are the 4 types of search? 

There are generally four types of search (or search intent) which are - information intent, navigational intent, transactional intent, and commercial intent.

What is an example of search marketing? 

Search marketing is an umbrella term for all paid and unpaid techniques that businesses and retailers use to increase their visibility across the internet and various search engines. These include search advertising campaigns, pay-per-click, and SEO.

What is the role of search marketing?

Search engine marketing refers to a variety of strategies and tactics that brands use to generate traffic from search engine results pages. It can be through paid advertising, contextual advertising, and SEO. The goal is to increase traffic, bring more leads and SQLs, and boost conversions.

Are search ads effective?

Paid search advertising is an effective way to reach your target audience and match different consumers' search intent. Advanced targeting and keyword strategies make it a very cost-effective channel.

The trusted growth partner for many startups, eCommerce brands, and Fortune 500 companies

Our community of 600+ vetted experts have worked with some of the biggest brands in the world. Want to be like these brands? We're your secret weapon.

Mountain Dew
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Jeep
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colgate
Macys
Audible
twitter
Samsung
Keen Footwear
Unilever
tiffany-co
ASUS
pampers

HOW IT WORKS

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Easy process to hire the best social media experts for the job. VIP support from hiring to management and strategy.

1

Tell us about your business

Let us know exactly what you need in our easy-to-fill brief and then hand over the hard work to us.

2

Get matched

Our AI will tap into our 600+ global network of exhaustively vetted experts to identify the perfect match to seamlessly integrate with your business needs.

3

Manage your experts

Keep your finger on the pulse through easy to navigate and comprehensive dashboards embedded into the Mayple platform

Our Customers
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From SMBs to Fortune 500s, Here’s Why Businesses Choose Mayple

 

You can't get this level of service and care anywhere else. It makes my work much more effective.

Roee Arbel, Co-founder, CoreMasters
 

Mayple was able to help us choose the best marketer for our project. All the marketers are hand-picked and vetted by Mayple.

Deborah Herbet
 

Mayple truly restored my trust in digital marketing again.  I got the best PPC expert I've ever worked with.

Nicholas Taylor
 

Mayple paired us up with a marketing professional who took the time to understand me, my needs, and what I'm trying to do with my business.

Nicole Davies
Nitzan L.
4.9/5

I enjoyed the sales stage, as it seemed professional, attentive and not too pushy. Our sales manager - Sheila, listened and addressed all of our concerns and needs and helped in matching us with the best professional.

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Melaina B.
4.9/5

It was great getting industry knowledge from experienced professionals. We feel like we gained a ton of insight and created actionable plans to move forward with our strategy.

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Stephanie B.
4.9/5

They care and really listen to our needs as a company and continue to set calls to discuss future projects they can help with. Their customer service has been top notch

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Jordan R
4.9/5

They didn't stop until they found the right candidate for me. The best part is your aren't charged anything until you approve your expert.

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Nikolaus B.
4.9/5

Having the whole bureaucratic setup part handled in Mayple. It’s now a very simple process, which traditionally took multiple phone calls and numerous emails.

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Elhanan B.
4.9/5

Once we started working together, it was wonderful to sort of sit back and let the magic happen. We were able to see in real-time what was working and wasn’t, and Mayple offered optimization suggestions as well.

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Keith L.
4.9/5

Mayple connected me with a great marketing partner

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Yusuf U.
4.9/5

Mayple gave us access to top-performing PPC talent in our competitive market so we didn't waste time shopping around.

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Katia G.
4.9/5

We love the transparency. We can always keep an eye on how our campaigns in real-time. no more waiting around for a lengthy monthly report which is hard to understand.

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Find the Perfect Marketer For Your Project

Our easy-to-use platform can help you find the perfect marketer, with proven experience in your niche, and a successful track record. Skip the learning curve, no interviews, no headaches.

Create your marketing brief.

Tell us about your business

Answer a few basic questions.

Find a match

Find your marketer

Our AI picks the top 3 experts you should talk to in our community.

Grow your business

Launch your project

Start working together, and scale your business like never before. The relief is real.

HOW IT WORKS

We're Here to Help Your Business Grow

Easy process to hire the best experts for the job.
VIP support from hiring to management and strategy.

1

Tell us about your business

Let us know exactly what you need in our easy-to-fill brief and then hand over the hard work to us.

2

Get matched

Our AI will tap into our 600+ global network of exhaustively vetted experts to identify the perfect match to seamlessly integrate with your business needs.

3

Manage your experts

Keep your finger on the pulse through easy to navigate and comprehensive dashboards embedded into the Mayple platform

Find the Perfect Marketer
Get started

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