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Paid Search Ads

In this article, we will discuss how to set up search engine ads, or search engine marketing (SEM). We will also explain the importance of this type of marketing and how businesses compete to display their ads.

Advertising on search engines


Let's say you live in Dubai and wanted to grab a cup of coffee while walking around the city. The first thing you will do is pull out your mobile phone and search the engine for a coffee shop in Dubai.

You'll now see a page full of options, and every section on that page - whether the map, ads, or free search results - are options to consider.

Some of these results are determined using the organic search feature, and they include the web pages most relevant to your search query by engine. The other sections on the results page are all advertisements.


If you compare these ads to those you see in print magazines, you might notice a very distinct point of difference, which is that every ad on the results page is centered around a coffee shop.

It is noteworthy that the page does not include any ads that are not related to the topic of the search, but rather all the ads look somewhat similar to the non-paid search results.

This is thanks to the design that plays a huge role in enhancing the effectiveness of paid search ads.

The main function of search engines is to enable users to find the results they are looking for, and this also includes advertisements as they complement the search results page and their goal is to help the user find what he is looking for.

How exactly do search engine ads work?


There are many models for this type of ads, and perhaps the most famous are the text ads that we see on search results pages. Every time someone places a query, advertisers compete behind the scenes to show their ads.

And all this happens in a split second so that the searcher only sees the winning ads, that is, those that appear on the results page.


So, how do search engines choose winning ads? The two main factors here are your PPM and quality level. "Per-impression bid" is the maximum amount an advertiser is willing to pay for each ad click.

Each time someone clicks on the ad, the advertiser incurs a cost equal to, or sometimes less than, the bid.

For example, if an advertiser sets a bid for the keyword “two dollars”, this is the maximum amount they will pay per click on the ad. The advertiser does not incur any cost at all if no one clicks on the ad.

It is always preferable for the bid to match the value of the business's keywords, but the advertiser always has the last word and is the one who decides the amount.

Some advertisers, for example, may pay fifty (50) cents per keyword, while other advertisers are willing to pay ten (10) dollars per keyword.

Average bid varies by industry and keywords. Of course, the price is important, but the quality is also important. Winning an auction is not just about offering the highest price.

This is also true in the digital world where search engines can choose ads and keywords simply because they are more relevant to the search query.

In fact, search-related ads may rank better than others on the search results page, albeit with a lower bid.

In some cases, it doesn't matter how much you bid because search engines never show any ads that are not relevant to the search topic.



Paid search ads provides another way to promote your products and services on search engine results pages.

With a well-established search engine advertising campaign, you can ensure that customers are reached at the right moment when they are looking for what you have to offer.

Would you like to learn more about search engine marketing? You can check out our other articles on this in related content.

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