What is Paid Search?

What is Paid Search, and how can you increase advertising traffic to your website?

Paid Search is the process of buying advertising from a search engine, such as Google or Bing, with the goal of increasing traffic to a website. Similar to Search Engine Optimization (SEO), a company can increase visitors to their site by paying the search engine to show their results at, or near, the top of the page. For example, if a visitor searches for “summer outdoor concert season,” the entity that has created an ad delivering these key words will be placed highest on the results page. If the organization uses “summer” but not “outdoor,” they may lose some of their intended audience. Paid Search is just that – paying for search – and the cost is calculated by “cost per click,” or CPC, so that every time a visitor clicks on an ad, the sponsoring website is charged a dollar amount determined by the search engine. While these ads can be created and managed internally by many organizations, some choose to hire a consultant to help them navigate the digital advertising landscape. When managed correctly, Paid Search is a highly effective way to increase traffic to a website, especially for special events and ticket sales.

 

NEXTSTEPS | 1.16.21

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Pentacle’s nextSteps is supported, in part, by public funds from the National Endowment for the Arts, the New York State Council on the Arts with the support of Governor Andrew M. Cuomo and the New York State Legislature, and the New York City Department of Cultural Affairs in partnership with the City Council. Pentacle receives private support for nextSteps from the Booth Ferris Foundation, the Howard Gilman Foundation, the Rockefeller Brothers Fund, and the New York Community Trust.

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