Paid Search
Paid search, also known as search engine marketing (SEM) and search engine advertising (SEA), is a highly targeted, auction-based form of digital marketing where brands show ads on search engines such as Google, Bing, YouTube, The App Store and more.
We utilize an industry leading set of best practices including account structure, match types, automated scripts bid management, and AI ad creation to help brands stand out in the search results, driving qualified traffic across all stages of the user journey.
Precision Delivers Paid Search Excellence.
Best Practice Automation
30+ Scipts
Landing Page Optimization
Match Type Strategy
Ad Asset Maximization
Offline Conversion Tracking
What Are The Benefits of Paid Search?
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 minutes. This gives brands immediate access to prospective customers that are actively identifying themselves by searching. 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.
Frequently asked questions about paid search.
What is paid search?
Paid search, also known as search engine marketing (SEM) or search engine advertising (SEA), is an auction-based form of digital marketing where brands show ads on search engines like Google, Bing, and YouTube. Brands bid on relevant keywords and only pay when someone clicks on their ad, making it a pay-per-click (PPC) model.
How quickly can paid search campaigns go live?
Paid search campaigns can be set up and live on search engines within minutes, giving brands immediate access to prospective customers who are actively searching for relevant products or services.
How does ad ranking work in paid search?
Ad rank is determined by a combination of your keyword bid and your quality score, which measures the relevance between your keyword, ad, and landing page. A high quality score means your ad can appear higher in search results while paying less per click than a competitor with a lower quality score.
What is quality score and why does it matter?
Quality score is a rating of the relevance between a brand’s keyword, ad, and landing page assigned by the search platform. A higher quality score results in lower cost-per-click and better ad placement in search results.
What match type strategy does Precision Digital use?
Precision Digital maximizes exact match keywords first, then phrase match, and then tests broad match keywords, combined with a negative keyword strategy to drive the most qualified traffic to your site.
What is offline conversion tracking and why is it important?
Offline conversion tracking connects your CRM system to ad platforms so campaigns can optimize against actual converted leads rather than just website form fills. This approach ensures your paid search investment is driving real business impact rather than surface-level metrics.
How does Precision Digital use automation in paid search management?
Precision Digital uses proprietary technology and a portfolio of 30+ scripts to monitor accounts against best practices, alert account managers to optimization opportunities, and reduce human error so the team can focus on high-impact work.
How does landing page optimization affect paid search performance?
Optimizing landing pages to align with paid search keywords improves quality scores and lowers cost-per-click. Precision Digital updates the landing page title, H1, URL slug, and page content to match the targeted keyword.
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