The Basics of Search Advertising

Jul 21, 2023

The Basics of Search Advertising

Search advertising is a powerful tool for businesses looking to reach new customers and increase their online visibility. By placing ads on search engine results pages (SERPs), businesses can target users who are actively searching for products or services related to their business. Here are the basics of search advertising to help you get started.

Keyword Research

The first step in any search advertising campaign is to conduct keyword research. This involves identifying the keywords and phrases that users are searching for when looking for products or services related to your business. Use tools like Google Keyword Planner or SEMrush to identify high-volume, relevant keywords to target in your campaigns.

keyword research

Ad Copy

Once you have identified your target keywords, it's time to create ad copy that will entice users to click on your ads. Your ad copy should be concise, compelling, and include a clear call-to-action. Use ad extensions like sitelinks or callouts to provide additional information about your business or highlight special promotions.

ad copy

Bidding and Budgeting

When setting up your search advertising campaigns, you will need to set bids for each keyword you are targeting. Bidding determines how much you are willing to pay for each click on your ad. You will also need to set a daily budget to ensure that you don't overspend on your campaigns. Use tools like Google Ads to manage your bids and budgets effectively.

bidding and budgeting


Search advertising allows you to target specific audiences based on factors like location, device, and demographics. Use targeting options to ensure that your ads are being shown to the right users at the right time. You can also use retargeting to show ads to users who have previously visited your website or interacted with your business.


Tracking and Optimization

Once your campaigns are up and running, it's important to track their performance and make adjustments as needed. Use tools like Google Analytics to monitor your click-through rates, conversion rates, and other key metrics. Use this data to optimize your campaigns and improve their overall performance.

tracking and optimization


Search advertising can be a highly effective way to reach new customers and grow your business online. By following these basics of search advertising, you can create campaigns that are targeted, compelling, and optimized for success.