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We recently published our State of Paid Search report for Q1 2013—a 50 page report with over 80 graphs detailing the current state of paid search advertising. Overall, we found that paid search advertising is continuing to experience healthy growth—overall impressions increased 4%, click-through rate increased 15%, and clicks increased 11.7%. Across search engines, Bing saw growth in its share of total impressions and clicks from smartphones and tablet devices, although their performance is still much lower than Google’s. Across devices, our analysis demonstrates that overall click growth is being driven by smartphones and tablets.
For more ultra-geeky data and analysis about paid search advertising, check out our complete report! If Search Engine Optimization (SEO) is a marathon, then Paid Search, often referred to as Pay-Per-Click or PPC, is a sprint. Modern Marketing Partners has managed paid search campaigns from $100 to $100,000, driving profitable traffic to our client’s websites. Paid search, also known as pay per click (PPC), refers to when advertisers pay for click-throughs to their website.
Using paid search, or PPC, can be a powerful search strategy while you are in the process of building your organic search. SEO stands for "search engine optimization." It is the process of getting traffic from the "free," "organic," "editorial" or "natural" listings on search engines. Paid Search is the placement of advertising on the first page of Search Engine Result Pages (SERPs). It is rare that a PPC campaign can or should be maintained as a standalone approach to internet marketing.
The key advantages of PPC are (1) You can get immediate results and (2) You don't initially have to do anything to your website, at least not your home page.
Online Searchers are almost 7 times more likely to click on the organic results in a SERP (Search Engine Result Page) than a PPC or sponsored ad. The long term ROI is of successful organic results resulting from SEO is obviously much superior to PPC. PPC Managment requires experts so it does not hold true that you can really do PPC by yourself.
If you want real long term results but you also want to generate immediate traffic and sales, you should use PPC to achieve the short to intermediate term results needed while you are building your organic presence. As your organic results become clear and obvious through statistical analysis, you should then seriously consider trimming back your PPC dollars to focus those funds on other more productive short and long term marketing efforts.
So you should know understand here in one writing both the difference between Paid Search and Organic Search as well as the general principles involved as to when and where they should be used.
Are you ready to get started using PPC or Organic Search to improve your online business performance? Paid search marketing is an inexpensive and scalable form of web marketing designed to connect your ads with searchers actively seeking what you provide.
Paying for every click may sound like you’ll end up paying a lot, but in a well-designed campaign, the opposite is true. Appearing in the sponsored links requires entering into an auction and competing with other bidders for advertising space. Google’s PPC platform is called Google AdWords, and though it may seem a bit complex, it’s actually designed to provide maximum ROI to everyone involved: Google, your company, and searchers. Every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the ad space on its search results page. More specifically, who gets to appear on the page is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). So how do you go about creating the most successful paid search marketing campaign you can? The first step in any search marketing campaign, including paid search, is keyword research. Use negative keywords to your advantage: Negative keywords enable you to filter out search terms that aren’t relevant to your products and services, so your ads won’t show up for those irrelevant searches. Don’t go too broad: It’s also worth paying special attention to the long tail of search—that is, the longer, less frequent keyword phrases that actually add up to a greater volume of visits than the few most common keywords. Stay relevant always!: Another useful tip is to make sure your keywords match the text of the landing pages you’re linking to.
When designing a winning paid search campaign, you’ll want to ask yourself other questions as well, of course, like exactly which pages are underperforming in “natural” (i.e.
It takes care and a little practice, but once you get the hang of it, paid search marketing can be one of the most cost-effective and revenue-generating pieces of your marketing strategy. The AdWords Performance Grader’s expert analysis shows you where and how to make improvements that will improve your performance and save you money.
Our software and services help businesses and agencies take the guesswork out of pay-per-click advertising so you get more from your marketing budget.
BringShare for Agencies brings a variety of features to the table, but our agency members seem to love our automatic reporting the most. All BringShare for Agencies client accounts come with three ways to generate an internet marketing report of your data -for any date range. BringShare makes it easy to include or exclude data so that you can focus on the metrics that mean the most to you and your clients during that reporting cycle. For example, the screenshot below shows two charts on the BringShare SEO Dashboard -the Top Keywords by Visits and the Top Keywords by Conversions chart. The BringShare Master Dashboard easily and automatically converts into an internet marketing report with a single click. The Paid Search Dashboard also easily converts into a digital marketing report, allowing you to provide your clients with all of the AdWords analytics they need to completely understand how their campaigns are performing.
BringShare is internet marketing reporting software that offers a white label reporting solution to digital marketing agencies. If you are new to pay per click advertising and want to learn more about how it can help your business then continue reading. The results that are shown at the very top and on the right sidebar of the search results are considered paid search ads. The highest bidders are served at the top positions and they are likely to receive the highest click volume.

There are several platforms that offer pay per click advertising, with the most popular being Google, the Yahoo!
Your keyword selection will either make your PPC campaign a winner or a loser, so it is important that you spend time identifying the best keywords according to your defined conversion goals.
For example, if you are selling blue widgets you would want to target keywords such as "buy blue widgets" or "buy blue widgets online" instead of a generic term like "blue widgets," as the generic term can end up costing more per click and just deliver information seekers to your website.
You will need to play with some numbers to determine a starting budget, and then adjust from there.
You need to make sure that your landing pages are highly relevant to the ad copy that delivered the visitor. If you are advertising a specific product in your ad then make sure the person clicking on the ad is brought to a landing page that offers that same exact product and allows them to quickly make a purchase or inquiry.
PPC advertising requires constant testing and optimization to keep the campaign performing. Use these tips to dive into pay per click advertising, and remember it is something that requires your constant attention. The data shows global PPC spend experienced a 33 percent increase year-over-year, and a 6 percent growth compared to the second quarter of 2012.
From a Search Engine Watch post, “With more than 500 million Internet users, China is by far the world’s largest online market. Pay-per-click advertising will likely continue to grow globally, with China leading the way as an emerging market. If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team. Our comprehensive report summarizes paid search marketing trends across search engines, devices, and six industries including: Business to Business, Consumer Services, Media and Entertainment, Real Estate and Construction, Retail and eCommerce, and Travel and Leisure. Google continues to see a much higher portion of its clicks and impressions coming from smartphones and tablets, as both search engines have seen steady growth from tablet and smartphone devices over the last five quarters. For the past five quarters, smartphones and tablets have not only seen a steady increase in clicks, but also in impressions and spend share. From keywords to consider, quality score, bids, landing pages, analytics, we can help you launch and manage a paid search campaign from start to finish. Paid advertisements typically appear at the top and on the right hand side of a SERP result page (see image below).
All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Organic Search Internet Marketing involves many components; chief among them are Paid Search and Organic Search. The smartest paid search marketing campaigns are pay-per-click, or PPC campaigns, and the logic behind them can be summarized simply: you bid for ad placement in a search engine’s sponsored links for keywords related to your business, then you pay the search engine a small fee for each click. Because your potential customers will see your ads only when they’re searching for precisely the products or services you offer, they’re far more likely than a casual browser to be at the point of purchase. If you’re paying for ads in a cost-per-impressions campaign, where you pay for every browser who happens to see your ad, you’re losing money, especially with specialty products. So, the million dollar question: why engage in paid search advertising or hire a consultant when you can rank in Google's organic results for free?
The way it does this is by rewarding the most relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids. In paid search, bidding on the wrong keywords is like throwing your advertising budget out the window. This is why specialized keyword tools can be so useful. Long-tail keywords tend to show a high degree of intent, so they can be excellent candidates for your paid search campaigns. Be sure your ad addresses the query directly and leads the user to an appropriate landing page on your website. Include a call to action (entice them to buy your product or sign up for a free trial, for example) but don't use all caps, multiple exclamation points or phrases like "Click here." Such tomfoolery is better suited to the comments fields of political blogs. Below you will find further information on the functionality included in every BringShare account, as well as some deeper specifics in terms of what each individual marketing dashboard report consists of.
From there, you can take the newly generated PDF of your Master Marketing Dashboard, SEO Dashboard, Social Media Marketing Dashboard or Paid Search AdWords Dashboard and easily attach it to an email or save it to a file to send over to your client.
Our dashboards allow you to select or deselect any section of your internet marketing dashboard to include within your report. It’s constantly changing with the latest Google release and it can be hard to keep up. BringShare includes a way to track SEO, paid search, email marketing, social media marketing and how those channels compare to each other in simple, straightforward dashboards that easily convert to reports with a single click.
If you are in a very competitive industry or don't have time to wait for SEO to propel your business to the top of the organic search results then you need to consider a pay per click campaign. When you set up a pay per click campaign and create ads they are displayed in these positions as long as your bids are high enough to get impressions for your ads. The advantage of PPC is that you can literally attract instant website traffic as long as you have a competitive bid strategy.
With PPC you want to target buyer keywords and not just general keywords that will end up costing you money without delivering results. The great thing about PPC is that you can constantly optimize the campaign to improve the performance. Just because you have high bids and your ads are showing up on top it doesn't mean that they will automatically receive clicks. Many companies create great ad copy and target the right keywords but they simply send the visitor to their home page or a landing page that isn't relevant to the ad that was clicked on.
If you don't have time to properly manage the campaign you will want to consider having a PPC management company handle the campaign. They ARE looking for The LOWEST FARE from PHL to Los Angeles– Right NOW!  So in this case, even sponsored listings make monetary sense. The United States and Canada’s search spend grew 39 percent year-over-year and 7 percent compared to the second quarter.
Much of this growth can be attributed to the strengthening of Baidu, which dominates China’s paid search market.

Their largest Chinese search engine, Baidu, has more than 407 million users, with around 78 percent share of the total Chinese search users. Our sample included advertisers who had fifteen consecutive months of data with The Search Agency and an established and stable business model from Q1 2012 to Q1 2013. Payment and costs aren't involved, as it is with paid search ads also called online advertising. And so, with the right research and a little tinkering, the paid search ads you place will actually end up earning you far more than it costs to place them. For example, if one of the pet foods you manufactured was an all-natural dog food filled with free-range bison and other delicious tidbits, and you place an ad on Facebook, it may indeed be seen by a wide range of people. This will ensure that your ad shows up in the first place—kind of important!—but also that search engine users are drawn in to click.
For instance, if the keyword is "natural dog food," use those specific words in the ad and don't lead the searcher to a general pet food page. As time moves forward, you’ll want to periodically review your campaign too, to make sure your original goals are being met and to weigh exactly which phrases are earning you the most love from customers. So how are you to judge whether or not the carefully crafted social media marketing campaigns you set up are paying off?
PPC advertising can position your company at the top of the search results almost instantly. You are bidding against other companies for the top positions, and you only pay when someone clicks on your ads. Look at the example below to see where the paid search results show up in the search results. There are benefits and disadvantages with all, so it is important to pick one that will suit your needs the best. Bing network has a lower average cost per click, but not nearly the same search volume that Google does.
If you are selling a product that nets your business a $500 profit and you anticipate converting 1 out of every 50 visitors then even at a $5 cost per click it will still result in a 100% ROI. There is a steep learning curve, hence the reason many businesses prefer to work with a PPC agency from the start. Your ad title as well as the description and display URL should all include the keyword that brought the individual to your ad. You will need to constantly test different ad copy, keywords, bidding strategies, and landing pages in order to keep the campaign turning a ROI.
This allows you to devote your time to running your business while the PPC professionals handle your paid search marketing. You can sign up by clicking here and you will receive online marketing tips in your inbox every week for free. The search giant made a move into travel with its Google Hotel Finder and Google Flight Search, where Google looks to be taking some kind of payment in order to be included in the results. Will semantic search be tainted by advertisers looking to get their products in front of your eyeballs?
This is According to a report released by Covario  focusing on global and regional paid search trends during the third quarter of 2012. While Google continues to dominate globally, Baidu accounted for about 5 percent of global PPC spending and a massive 26 percent of the world’s clicks.
Since being founded in 2000, the company has shown remarkable growth and is consistently highly profitable.
And as we predicted in our last quarterly report, smartphone clicks and impressions increased dramatically.
But they’re less likely to be at point of purchase because no one (we hope) goes on Facebook actively looking to buy dog food. Especially for newer, less established sites, it can take quite a while to gain enough domain authority to get on the first few pages for your best keywords. And if the keywords you originally selected aren’t working as well as you’d hoped, then it will be time to run some new ones up the flagpole and see  who salutes. BringShare’s automatically generated SEO marketing reports are your solution to SEO frustration.
Some common conversion goals include completing lead capture forms, gaining newsletter subscribers, receiving phone calls, or completing an online purchase. Facebook offers very precise targeting options, but the users are not actively searching for the products or services being offered. Google Advisor, which offers links to financial services and products, also appears to have a paid inclusion model.Ask Google if paid listings are starting to appear, and the company does not shy away from its change of heart. Reproduction in whole or in part in any form or medium without express written permission of Ziff Davis, LLC. Smartphone impressions increased 96% YoY, and clicks increased 86%, while desktop clicks and impressions declined 14% during the same period.
But people do search “natural free-range dog food” on Google, and those are usually people looking to buy. You'll lower your cost per click while improving Quality Score and earning better ad positions. Having predetermined conversion goals allows you to select the appropriate keywords and create ad copy around the goals. It is always best to test multiple platforms, or consult with a pay per click management company to determine the best plan.
Create several versions and eliminate the ones that perform well and allocate more of the budget to those ads that are resulting in conversions. These results are not coming organically, but rather by a company willing to pay Google for top billing on its search engine.

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