Before we go into a lengthy commentary on how Paid Search works, it’s essential that we demystify this concept a little bit.

Paid search is like any sport. It’s easy to start playing but requires lot more effort, practice and expert guidance if you want to get to a competitive level. If sales are not critical to your business or your total paid search spend per month is going to be less than USD 200 per month, you might be better off executing paid search in-house. At least we’d really recommend it.

People use search engines like Yahoo or Google all the time. But have you ever stopped and wondered how they make their money? (or if they make money at all?)

The answer is, they do. And a lot of it at that. Google for instance earned over US$ 1 billion in the last three months of 2004. Now that we’ve made you sit up, we’ll tell you how they got to that magic figure.

Have you ever noticed the “Paid Links” or “Sponsored Links” on the right-hand side of a page when you search? Well, that’s how. When you search the results appear on the left side of the page. Advertisers purchase Pay Per Click (PPC) ads, which appear on the right side of the page, and sometimes above the search results itself.

Today advertisers are increasingly growing up to the phenomenon called Paid Search and have already spent more than USD 10 Bn in SEM (Search Engine Marketing) in the last year alone.
 

» You still ask why they are spending so much?

Well, let’s just say that people today know what they are searching for – and their specific demands are being met by the engines. They don’t have time to sift through pages and pages of results for a search. Most of the time they are not even willing to go beyond that first page. They want a quick fix and if you are not found at the first click, you are out. Finito.


» This is where Communicate 2 can help.

We ensure that you get to that coveted first page. Sometimes even on top of the search results so that the first thing he sees is you. And he clicks.

This is why Paid Search makes sense. It is possibly one of the most effective and responsible forms of marketing in the world. A claim that the traditional advertising agency can never make. We are willing to bet our lives on that.