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Paid search Analytics from a comprehensive perspective

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paid search Analytics

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Paid search ads

Paid search analytics is crucial in understanding the effectiveness of paid search advertising campaigns. Let’s know about the paid search ads first.

Paid search advertising is a digital marketing strategy. It is also known as pay-per-click (PPC) advertising. Where companies pay search engines. They want to display their ads prominently on relevant search engine results pages (SERPs). This method aims to drive traffic to their websites by targeting users. Because, users are actively searching for their products or services.
When you search on Google, you’ll notice a mix of organic results and paid results. Paid search ads appear at the top of the SERP. These are marked with a small green box labeled “Ad.” To start running these ads, you’ll need to create a Google Ads account.
With PPC advertising, you only pay when someone clicks on your ad and visits your site.

Key techniques for managing paid search analytics:

Managing paid search analytics

Bidding: Companies bid on keywords related to their business. Higher bids can lead to higher rankings on the search results page.

Ad Extensions: Including additional information like phone numbers or relevant links on your ads can impact your placement on SERPs.

Quality of Ads and Landing Pages: Google assigns a Quality Score to ads and evaluates the usefulness and relevance of landing pages.

Keywords: Using relevant keywords and their frequency in your ads can affect your ranking on SERPs.

Other Considerations: Factors like the searched term, time, location, competing ads, and device type also influence ad placement.

A good search engine marketing company will handle various aspects of paid search advertising, including selecting relevant search terms, account setup, ad copywriting, landing page creation, bidding management, and performance testing and refinement. Major players in this field include Google Ads and Bing Ads, although other sites also offer paid placement listings directly. This form of digital advertising offers an affordable way to reach potential customers actively searching for your products or services.

What benefits can a paid search campaign offer?

Some of the best online marketing strategies for firms are those that use search engines, such as Google, Yahoo, and Bing. With more than 3.5 billion searches conducted by Google every day, the search engine and search engine marketing are expected to be important for many years to come. Having your company appear at the top of the results page is the main benefit of paid search marketing efforts, although organic SEO can still put your website on the first page. Here are some more benefits of internet marketing and paid search advertising.

Intended audience

Intended audience in PPC

Businesses can target potential clients and searchers who are looking for their products or services. For example, a health food firm is more likely to attract consumers looking for healthy snacks. If they use paid search ads targeting keyword phrases like “healthy snacks.” Reaching your target audience most effectively means bidding on the keywords most relevant to your business.

Effective cost

When you use paid search, you are in charge of how your ad money is allocated. A billboard may cost you $1,000 or more, but you have no say in who passes it or whether they need your services. Instead of allocating $1,000 to billboards, you can use the same budget to directly target customers in your target market who are already actively searching online for your products and services.

The market will determine the cost of advertising in addition to being economical as most search engines employ a bidding model. You only pay $2.01 if you set a maximum bid of $4 for a keyword and the next highest bid is only $2. Companies can change their bids at any time and often pay less than their highest bid amount.

Effective and quick results

While many other SEO techniques can take a while to show results, paid search allows companies to see measurable results quite quickly. Paid search ads use focused strategies to connect with customers who are specifically looking for what you have to offer while weeding out those who need convincing to buy. This results in shorter customer journeys and a higher volume of interested customers. While search engine optimization (SEO) can take weeks or even months to get the desired results, paid search ads can put your business on the first page of Google as soon as they are launched.

How to Configure Your PPC Ads

Configure PPC Ads

If you’re ready to employ paid search, you’ll need to take these steps to set up your paid search campaign.

1. Location parameters

You can select the countries, zip codes and cities where you want to display your ads by going to the location settings Typically, these options reflect the location of your business or locations where clients can purchase your products.

2. Keywords

The best keywords for your brand awareness and business are the ones you choose. By conducting keyword research, you can find out which terms are most important to customers in your industry. Discovering the keywords that people use worldwide to identify items and services comparable to yours can be facilitated by using tools like Google Keyword Planner. With Keyword Planner, you can view a list of potential keywords with information about monthly search volume, competition trends, and cost per click.

3. Type of match

Before you bid on keywords you need to select a match type for your PPC ad campaign. Google’s algorithm is informed by the match type you select on how closely you want your ads to match a user’s search. There are three similarities when using Google Ads for advertising:

exact match

The most specific type of match is an exact match. In the past when you used exact match, customers would only see your ad groups when they searched for your specific keyword phrase. But Google has changed its measurement to make such matches less specific. If you use exact match, searches containing synonyms, plurals, or other variations of your word or phrase may appear in your ad.

The best thing about using specific matches is to reach people who are interested in your specific offerings. Customers are more likely to be interested in your offerings if they click on your ad after searching for that particular service, which maintains high conversion rates and reduces unnecessary costs. However, since more specialized queries typically have a smaller search volume, you’ll likely get fewer visitors if you use exact matches.

Wide match

The type of match that will reach the maximum audience is the wide match. If you select a broad match, your ad can appear on searches that contain some, all, or none of your key phrases. Additionally, searches using synonyms for your keywords may return your ad.

While the broad match strategy is great for increasing click-through rates, it’s still crucial to monitor search query analytics to make sure you’re not paying for irrelevant or non-converting traffic. You can set up and assign negative keywords to stop your ads from showing on searches that have nothing to do with your business.

Phrase match

Phrase match results by combining specific matches and broad matches. With control features similar to Precision Match, it offers a fraction of the versatility of a wide match. Although additional phrases can be placed before or after the keyword, your ad will only appear when a person enters your keywords in the exact order you enter them. Recently, Google AdWords expanded phrase matching to include synonyms, plural forms, and other close synonyms of your keywords and key phrases.

4. Create your ad

Create PPC Ads

The next step is to write an ad that appeals to your target market and persuades them to choose it over other paid links or listings that occur naturally on the page. The following qualities are included in effective advertising:

  1. One or more CTAs, or calls to action
  2. Words and phrases associated with your search terms
  3. Unique and engaging content

There are some things you can’t add when creating your ad. Among them are:

  • Trademarked terms or expressions
  • Exclamation point-filled headlines
  • Overspacing (eg, F R E E S H I P P I N G) is unnecessary
  • Symbols (such as **Free Shipping**) that are used to increase the visibility of your ad
  • All-caps terms (eg free shipping)

You want your ads to support your business, not hinder it. Therefore, to create profitable paid ads, make sure to include correct information and avoid prohibited content.

5. Bids

The amount you want to pay for each click on any of your ads with keywords is entirely up to you. This is referred to as a “Maximum CPC” or “Bid”. For each word and keyword combination, you can select a separate bid amount. Although you still have the final decision on how much to bid for each keyword, paid search firms will offer you guidelines. You can still bid $3, for example, even if Google offers a $4 bid but you only want to bid $3. On the other hand, if you bid less than the recommended amount, your ad may appear lower on the page or less frequently in search results.

6. Ad extensions

Ad extensions can appear alongside your ads on various search engines and can be used to offer more details about your business. These have the potential to improve the user experience as well as increase your ad’s Quality Score, which will propel it to the top of the search results page Possible ad extensions include the following:

  1. Location: Enter your business address
  2. Pricing: List the prices of the various services and products you provide
  3. Call Outs: This contains more details about your company
  4. Site Links: Links to other pages on your website
  5. Phone Number: Give mobile users a click-to-call option and your phone number


Within a few hours, ads usually start appearing, giving you more time to see results in your paid search accounts. Additionally, you can stop running existing campaigns or pause your current ones to accommodate new ones whenever you choose. Even though the pricing structure of each paid search platform varies slightly, you will likely face the same problem with all of them. Typically, you’ll link a credit or debit card to your account when you first open it. After reaching a certain threshold or every 30 days, whichever comes first, you will be charged next.

How is Ad Rank Determined by Search Engines?

Your display or text ads are put up for auction every time a customer types one of your keywords into a search engine. Ad’s position on the search page is then determined by your bid and Quality Score. Your ad rank is determined by the sum of these variables, and the company with the highest ad rank in the auction will show as the top search result.

Quality score

Quality score of PPC Ads campaign

Paid search platforms assign a quality score to each keyword in your account, with 10 being the highest score. Three different factors combine to calculate this:

  • Expected clickthrough rate (CTR): how probable it is that viewers will click on your advertisement when it appears.
  • Ad relevance: How well your advertisement fits the user’s search.
  • Experience with landing pages: How helpful the landing page is for those who click on your advertisement.


Quality scores were created to prevent advertisers from spending a lot of money showing up at the top of sites where search keywords were not relevant to their website. Advertisers with the best quality ads are increasingly being rewarded instead of paid search platforms that have the biggest budgets.

PPC vs. Organic SEO

Search engine optimization or SEO is the practice of increasing your website’s rank in search results without paying in search engines. It finds ideal word counts, keywords and other content to rank high in organic search results.
Given that all clicks to your website come from organic search results rather than paid ones, and many users prefer to click on organic search results, SEO may seem like the best choice once your website ranks higher in the SERPs. But even when there may not be one.

PPC vs. Organic SEO

SEO often requires a significant time investment and ultimately costs you more money than the clicks you earn in the long run. It may require months or even years of effort if your website is fresh before it appears in the top 10 search results. SEO costs all that labor, so when deciding which is best for your business, it’s important to weigh the costs of organic SEO versus PPC.


People Ask About Paid Search

Although they don't have a monopoly on the paid search sector, Google leads it by a wide margin. As of January 2019, Google has about 90% of the global desktop market share, along with Bing and Yahoo! According to Statista, holding less than 6%.
While there are advantages to using this medium for advertising on other platforms, most of the activity in this marketing channel is undoubtedly driven by Google.

Paid search is undoubtedly effective compared to other marketing avenues. According to Wordstream data, the average conversion rate on Google ads for all industries is 3.75%.

With 3.5 billion searches per day on Google, this method accounts for approximately 131 million conversions per day.

This method is really straightforward:

  • Become visible to consumers in your target market who are considering your products and services
  • Outperform your other programs in terms of conversions and return on investment.
  • To get greater growth in e-commerce sales, or
  • Increase lead generation

CPCs on Google

Although CPCs on Google paid searches vary by industry and keyword phrase, on average, they are around $2.00.
At both ends, however, there are extremes.
Searching millions of keywords for e-commerce products can cost just a few cents per click. In the legal sector or for commercial B2B services, millions of keywords can bring click-through rates above $50.
We advise you to determine its true cost to your company.

In Google Analytics, any traffic sources identified as CPC, PPC or Paid Search are aggregated into the Paid Search channel. Be aware that traffic from sources other than Google, Bing and Yahoo! This grouping can be included. For this reason, if you are running ads across multiple platforms, you need to check your performance statistics carefully.

SEO and paid search results are not the same. These results are usually found in the top four to five spots on Google search engine results pages (SERPs), depending on how the page is currently organized. Additionally, 1-4 of these can be found at the very bottom of a page.
On the other hand, the rest of the page contains links to Google SERPs that are the result of SEO efforts.

Provide a clear explanation of the difference between paid and organic search on how rankings are obtained. In payments, many variables, such as an auction-style bidding system, affect ranks. Rankings in organic search are established algorithmically by both on-page and off-page factors.

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