Paid search advertising is a type of digital marketing strategy that allows companies to pay search engines
Using a PPC advertising campaign means companies don’t pay anything until someone clicks on their ad. This makes it an affordable way to advertise and ensures your ads reach users who are actively searching for your company’s services or products. There are a few different considerations that determine where your ad will be placed on Google SERPs. These include:
Paid Search Marketing
Bidding
Businesses can bid on phrases or keywords that are related to their company, products, or services. The highest bidders can get higher rankings on the search results page.
Ad extensions
Companies can include phone numbers and web page links to pages such as contact pages or other relevant information on their website. Your ad placement on SERPs can be determined by the impact of these extensions.
Quality of ads and landing pages
Google will assess and assign a Quality Score for ads, and assess how useful and relevant your landing pages are
Keywords
The use of several keywords in your ads as well as the frequency of use, can determine the ranking on SERPs.