With paid search marketing, businesses are able to advertise within the sponsored listings of a search or partner site by spending money every time somebody clicks on an ad. This kind of marketing can be a very important tactic for small businesses since it gives them the ability to drive more traffic to your site from a search engine. Paid search marketing ensures that traffic is more relevant to your business compared to organic clicks.
Perhaps you’re interested in starting up a paid search marketing program of your own for your business, but you aren’t really sure what elements you might have missed.
In an Search Engine Land article by Pauline Jakober, she takes a look at the parts you should focus on for a complete paid search program. You will discover what you need for a comprehensive paid search program so you can decide what elements you will use for your own program.