What is Search Advertising?

Search advertising refers to promoted results across the major search engines, appearing above organic ones in response to user search queries with specific keywords. It is often called pay-per-click advertising or PPC because advertisers are usually billed on a CPC basis.

Search Advertising Formats

Ad text

The body of the search ads consists of text, broken between a title and several lines, that resembles the native look of search results within the search engine.

Extensions

Extensions are extra snippets of text that contain additional information that increase the relevance of the ad, such as callout phrases, locations, phone numbers, site links, and product advantages.

Responsive

Responsive ads are a form of text search ads whose content and length is based on the content of the advertised landing page. They are the future of search ads and are becoming the norm.

Dynamic

Dynamic search ads are based on the specific queries of the users and are especially effective for larger online stores with thousands of products.

Shopping

Shopping ads appear in select markets and contain visual product information and pricing. They are based on the concept of dynamic search ads and aim to be very relevant to the user queries.

Why Search Advertising?

Compete against rivals

Search ads place rivals head to head in a direct competition based on user interest. They place smaller local brands on equal footing with larger established businesses.

Enhance brand presence

Paid search is a great way to monetize brand recognition from other channels as every well-known brand is expected to appear in search results as well.

Adjust to user needs

Users look for different things and search advertising offers a scalable way to adjust to and target user interest.

Market penetration

Penetrating a new market may be challenging but search ads provide a robust set of tools to disrupt the competition.

Leverage data

First- and third-party data can be leveraged in search advertising to ensure brands bid higher when they encounter users who are more likely to convert.

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