An Introduction to Paid Search

Chapter 1 of Paid Search Basics

Paid search is a highly valuable channel for businesses of all types, offering marketers unique targeting options. This chapter provides an introduction to paid search, covering key definitions, metrics and the anatomy of a paid search ad.

By Econsultancy

15 minute read

Since the inception of digital marketing, paid search has proven itself to be one of the most transparent and effective channels. This chapter provides an introduction to its fundamental components. It covers:

Key terms: What is the definition of paid search advertising, and what are the key metrics that are used for measuring output?
Ad anatomy: Paid search ads have evolved over the years, and Google now supports responsive search ads (RSAs). What are the main components of this ad type?
Search volume: With paid search, it is possible to see how many people are searching at a granular level using the Google Ads interface. How does this toolset work?