In this article, we’ll give you a basic overview of what paid search consists of and what it looks like, explain the different abbreviations and ad types you’ll come across, and examine the benefits and drawbacks of investing in paid search. And that’s before you start to involve the names of specific advertising programmes and ad types, such as Google Ads (formerly Google AdWords), Google Product Listing Ads, Google Shopping Ads, and Bing Ads.īut never fear: Econsultancy is here to demystify everything. Search engine marketing (SEM, which can include SEO), pay-per-click (PPC), search engine advertising, sponsored listings… the list goes on. To overcome the challenges of PPC and take advantage of the many opportunities this form of advertising offers, our Birmingham PPC agency would usually recommend a holistic approach where pay per click and search engine optimisation are used in harmony.Paid search marketing is known in the marketing and advertising industry by many different names (and abbreviations). PPC can also be quite expensive, especially in highly competitive markets. As soon as you stop paying for search engine adverts, your ads will disappear from the results pages. Unlike search engine optimisation (SEO), PPC doesn’t offer a lasting effect – it provides instant gratification, but only works when you pay for it. For instance, many people ignore paid adverts on Google as they prefer to click on the organic listings below, and the rise in popularity of ‘ad blockers’ in recent times has had an adverse effect on PPC advertising. PPC makes calculating your ROI very straightforward (at least in most cases). This is due to the keyword data being accessible and the clear relation between the amount of money you spend and the number of conversions you get. PPC marketing also makes it very easy to see and understand your ROI ( Return on Investment). The main advantage of PPC advertising is the almost instant visibility and the ability to reach wide audience.

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