Paid search ads are the ads that show at the top of the search engine results page (SERP) and along the right side. With paid search, also called PPC, you only pay when a searcher clicks your ad so it's very cost-effective.

That said, it's important to ensure that the click is still qualified so that you aren't wasting money on clicks from people that aren't really interested or aren't a good fit. Plus, click-through-rate weighs into Quality Score (the search engines' mechanism for determining relevance and ... drumroll... quality!). Quality score is a big factor in the search engine auction, helping to determine both your rank and the price you'll pay for the click. Sounds simple, right? PPC may have once been something that could be self-managed but has evolved to a complex system with a lot of data which very much warrants a professional. That's where we come in!

Paid search is an incredible way to capture low-funnel and mid-funnel demand. What better way to connect with customers than to show up for their search? Because PPC tends to have such a strong ROAS, we almost always recommend it as part of the media plan. As complete geeks (loud and proud, ya'll!) we love the near-real-time data that we have at our fingertips to fine-tune campaigns.