What to Consider Before Starting a Paid Search Campaign

It’s always a good idea for small business owners to invest in a variety of marketing tactics. While those tactics would typically include social media, email marketing, and content marketing, there are definitely benefits to utilizing paid search for your small business marketing. However, before investing time and money, here are a few things to consider before starting a paid search campaign.

What is paid search?

Paid search is a form of digital marketing where search engines such as Google allow marketers to show ads on their search engine results pages. Paid search works on a pay-per-click model, also known as “PPC”. It quite literally means pay per click: you don’t pay until someone clicks on your ad. You bid on certain keyword phrases and depending on the searcher and what they type in, your ad will be served up in the search results if it’s relevant. If the searcher sees your ad and is inclined to click on it, you’ll get charged for that visitor that is now on your website.
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