Search advertising are the paid ads, labelled as “sponsored” that show up on a search engine (e.g. Google, Bing) results page when a user searches for a term. One of its primary benefits is its unparalleled ability to capture high-intent audiences actively seeking information or solutions.

The advertiser only pays when a user clicks on their ad – a buying model known as pay per click (PPC). The Cost per click (CPC) varies depending on a number of factors, including competition, quality score, relevance, landing page and more.

Search advertising provides flexibility and control over budgets, schedules and keyword targeting, allowing for tailored strategies and real-time adjustments based on performance metrics. The detailed analytics available with search advertising empowers businesses to refine their campaigns continually, optimising ad copy, keywords and bidding strategies for maximum impact.