Building Blocks of Paid Search
Understanding the basics of paid search can help you better understand the reporting and analytics we provide at Pacific. The fundamental building blocks that make up a paid search campaign include:
Keywords: The specific terms users type into search engines like Google or Bing. Advertisers bid on these keywords to trigger their ads when a match occurs.
Ad Copy: The text of the advertisement. This generally includes 2-3 Headlines to grab attention, a Display URL showing where the user is going, and Description text that acts as a call-to-action.
Ad Extensions: Optional components that provide extra information (such as site links, phone numbers, or location details) to make the ad more prominent and useful.
Bidding System: A pay-per-click (PPC) pricing model where advertisers set a maximum amount they are willing to pay each time a user clicks their ad.
Auction & Ad Rank: Every search triggers an instant auction. The position of your ad is determined by your bid amount combined with your Quality Score (a metric evaluating ad relevance, expected click-through rate, and landing page experience).
Landing Page: The specific webpage a user is directed to after clicking the ad. This page should fulfill the promise made in the ad copy and guide the visitor to complete an action
