Using Paid Search in Your Search Engine Marketing Campaign


As we dive deeper into search engine optimization (SEO) and discover how important it is for the inbound marketing process, another search engine marketing (SEM) strategy must be applied in coordination with the SEO. This particular search engine marketing strategy is called paid search. With the combination of organic SEO and paid search, businesses are able to ensure their particular products, services, content and websites, are easily found by their target audience or consumer.

Interestingly enough HubSpot provides a great e-book, “The Beginner’s Guide To Paid Search” which (you guessed it) is a great beginner’s guide to SEM. Additionally, Search Engine Land has a short informational blog on the topic as well called “What Is SEM?”. Both have helped me gain an understanding of search engine marketing…. Paid search to be specific, which I would like to share.

Because Google and other search engines are continuously changing their search algorithms it becomes increasingly hard for search engine optimizers to keep up with these changes. Rankings may be affected by all of these changes causing a businesses content or website to be placed below the fold or a couple of pages down for a certain period of time. This particular situation may be detrimental for some businesses that obtain a majority of their customers through search engines. This is when having a paid search campaign may be important for a search engine marketing plan.

So, what is paid search?

Unlike organic search, paid search is a feature offered by search engines such as Google, Bing and Yahoo. These features allow marketers to pay for their content or website to be displayed in a space on the search engines results page for a specific keyword.

For Google (the primary paid search program) a combination of relevant, quality, and popular content provided for the searchers keyword and an appropriate bid amount will ensure your advertisement is ranked accordingly. Much like SEO discussed in my previous blog, “Getting Your Inbound Marketing Content Noticed with Search Engine Optimization” it is important for marketers to provide ads connected to their content or website that is relevant for what their target consumer is searching for.

Paid search features include:

  • Pay-per-click (PPC) – Ads are charged by the number of clicks they receive
  • Cost-per-thousand impressions (CPM) – pay for 1,000 impressions or views

As it seems, PPC may be the most cost-effective option. With PPC the marketer may still obtain a large number of impressions while only obtaining a couple of clicks.


Overall, the paid search feature provided for search engine marketers is a key way to ensure your search engine marketing campaign is maximized. When combined with organic search optimization and the fundamental tools used for success in the search engine world, your paid search advertisements will prove to be beneficial.


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