A Beginner’s Guide To Paid Search Marketing

A Beginner’s Guide To Paid Search Marketing

paid search marketing is a big part of what Big Fish Local provides its clients!

On this page we’ll discuss some of the fundamentals associated with paid search marketing

paid search marketing is a big part of what Big Fish Local provides its clients!

We all remember when advertising your business’ products and services used to be rather simple, and that’s because print and TV media were essentially our only options. Back before the internet all you’d essentially do is create an ad with your provided print space parameters and then hope that your sales would grow!

When it comes to online advertising, things aren’t so simple. There now are many different options to choose from just within the digital advertising sector, including:

  • Paid social media/search engine marketing
  • Displayed advertising
  • Paid videos
  • And much, much more!

There’s no doubt about it that all of these digital advertising options can make things overwhelming for business owners, but in this article we’re going to go over just one online ad method that you should be well aware of: paid search marketing.

This article includes valuable information about the basics of what paid search marketing is, the many benefits you can reap from these types of ads, and how these strategies lead to increased sales.

And as always feel free to contact us online if you have any questions or concerns and would like to learn more about paid search marketing after reading through this article!

So What’s Paid Search Marketing?

Paid search marketing is considered to be one of the more cost-effective search engine marketing (SEM) strategies because it directly correlates your online ads with search engine users that are specifically looking for your business’ products and services.

When you utilize paid search advertisements, you’ll be paying Google and other search engines to list your ads throughout certain search engine results pages (SERPs) based upon your most desired keywords. This is often referred to as pay-per-click (PPC) advertising, and PPC is one of the most popular forms of paid search marketing available.

Although PPC is pretty self-explanatory, it’s important to understand that you’re essentially buying traffic to your website as opposed to utilizing more organic ranking strategies.

Understanding How Paid Search Marketing Works

The initial beginnings of the paid search marketing process entails many different businesses bidding for specific keywords that they want to connect their PPC ads with. The Big Fish Local experts will be able to support you in terms of these types of keyword strategies, but you should first and foremost know that it’s important to make sure your desired keywords are matching your target audience’s search queries as closely as possible.

PPC ads will appear within an SERP based upon an auction basis, which will better determine where exactly your paid ad is shown. Some factors to keep in mind with paid ad rankings include your own landing page’s relevance to the specified keywords, the online user’s specific query language, and a lot more!

Here’s a basic formula detailing how paid search ads will rank within SERPs:

Quality Score x Bid = Ad Rank

Your bid is somewhat self-explanatory in terms of the auction process, so let’s go into the details of quality score.

What Is Quality Score Within Paid Search Marketing?

The term quality score refers to how the usefulness and relevancy of your paid ad is correlated to a search engine user. The formula for quality score is rather secretive, which is of course purposeful so Google can stop advertisers from taking advantage of their system.

So because these specific factors are somewhat secretive, what we do at Big Fish Local is follow the broader Google guidelines to help provide online users with a very relevant and seamless experience as they search for specific keywords, find your paid ad, and then visit your webpage. Some of the three factors we keep in mind for quality score include the following:

  • Landing Page Experience: This includes the overall relevance to your paid ad page as compared to specific keywords, as well as load time and mobile-friendliness.
  • Ad Relevance: This more specifically refers to how your ad is directly relevant to a user’s search engine query, and answering specific types of information requests.
  • Expected Click-Through-Rate (CTR): This is an important factor because it will help us to better determine the potential ROI of your paid search strategies. We’ll utilize Google’s historical performance and Google Ads features to help us decipher these types of estimations.

The Benefits of Paid Search Marketing

It’s always important to ask yourself and your team exactly why paid search marketing is a worthwhile investment, but the statistics do truly speak for themselves. When you consider the facts that about 93% of all online experiences begin with search engines and about 66% of search engine users say they click on PPC ads, it generally ought to seem like something your business shouldn’t miss out on!

About 75% of search engine users have noted that they think paid search advertisements make their queries much easier as they’re able to find valuable information much faster. This inevitably will make up a significant portion of your target audience!

The other main benefits of paid search marketing are often referred via the ETC acronym, which stands for the following:


Although it’s always important to diversify your digital marketing investments by also using SEO strategies to organically rank within your desired SERPs, paid search marketing can sometimes be viewed as a quick fix while you’re simultaneously investing in organic rankings.

SEO strategies can take months to reach the top results, and although you’ll inevitably rank well essentially forever with SEO strategies it’s still important for businesses to get efficient results while they’re keeping their eyes on the grand prize.

When you utilize a PPC campaign, your ads will go straight to the top of your desired SERP immediately!


Being able to choose the precise keywords that you’d like your paid search ad to show up for is an incredibly valuable aspect of paid search marketing. You’ll also subsequently have some control over what you’re willing to pay for each click depending upon your desired keywords.

This makes your PPC and paid ads well-organized and targeted towards the online users you’re trying to reach the most!


This is part of the beauty of all inbound marketing as compared to outbound marketing like billboards and TV commercials. With those types of outbound marketing strategies, you’ll be spending a lot of money without necessarily knowing whether or not it’s going to create any leads. But with inbound marketing strategies like paid search marketing, you’ll be rest assured that all your expenditures are efficiently going towards people who are actually interested in your products/services.

Reach Out To The Big Fish Local Experts Today To Learn More About How Paid Search Marketing Can Assist Your Business’ Digital Marketing Initiatives!

If you’re looking for assistance in terms of paid search marketing, as well as a combination of these services with SEO strategies, then Big Fish Local is the right agency for you and your business.

We’ve been on the cutting edge of the digital marketing industry for many years, and our team of experts can ensure that our strategies get you the tangible results you’re looking for.

For more information about paid search marketing and all the strategies Big Fish Local provides, reach out to us online or call us at 614-945-4544 today to speak with our experts!

related blogs


CBF Grow Your Business Expo

On Tuesday, 11/14/17, Big Fish Local staff members attended Columbus Business First’s Grow Your Business Expo at COSI…

All Rights Reserved © 2021

Made with by Big Fish Local