| Read time 13 min read

How Do I Do Paid Search With Google Ads and Bing Ads?

We can set-up and optimize your Google Ads for you but let’s also test your website’s SEO potential! While Diib helps 1000s of businesses grow with Google Ads management, Diib is also one of the best SEO tools in the world and uses the power of big data to help you quickly and easily increase your free organic traffic and rankings. Diib will even let you know if you already deserve to rank higher for certain keywords.


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How Do I Do Paid Search With Google Ads and Bing Ads?

Read time 13 min read
Paid Search

We can set-up and optimize your Google Ads for you but let’s also test your website’s SEO potential! While Diib helps 1000s of businesses grow with Google Ads management, Diib is also one of the best SEO tools in the world and uses the power of big data to help you quickly and easily increase your free organic traffic and rankings. Diib will even let you know if you already deserve to rank higher for certain keywords.


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How Do I Do Paid Search With Google Ads and Bing Ads?

Paid search platforms offer a unique form of advertising that gets your ad near the top of results pages in organic keyword searches. Unlike most advertising, you can choose plans where you are only charged when people click on the link. That makes your results easy to measure and control. You can put a limit on how much you’re willing to spend and choose text ads or shopping ads. For example:

Paid Search

(Image credit: Visiture)

Paid Search for Dummies Overview

Paid search for dummies is easy with a little guidance and business strategy. If you own a website, you probably know much of the following information, but this overview can help you understand search marketing for small businesses. Google and Bing are excellent choices of search engines for paid advertising campaigns.

Thousands of people search for products and services every second, and your ad can appear prominently on SERPs, search engine return pages. If the ad doesn’t work, don’t panic. You pay nothing if nobody clicks on your ad, and you can fine-tune your copy and targeting strategy. You can promote regular products, special sales, products sold on marketplace platforms, wholesale products and all types of services.

You can target your potential customers by using keywords and keyword phrases that people use when searching the internet. Choosing the right keyword is critical to paid advertising success. The most common keywords are highly competitive, however, so you often get better success by choosing a less common, multi-word phrase that actually describes your product more accurately. For example, this Diib® Keyword Research Tool will help you work your way through the copious choices.

Paid Search

You can also choose other advertising options, such as banner ads, but these ads are interruptions that people can ignore,so they have a lower success rate. When your ad targets the keywords that people are searching for, you’re more likely to get a click on your link and possibly a sales conversion.

The Benefits of Bing and Google Paid Search Advertising

Paid searches provide many benefits that extend beyond a simple increase in online sales. Business owners can use paid searches as testing grounds for new products, advertising strategies and keywords. Here are a few of the many benefits of Bing and Google paid search for small businesses:

  1. Fast Results: Optimizing your website for free organic searches is important, but it can take months before your site ranks highly in search engine returns. Paid search for small businesses gets results immediately, and it’s especially useful for new businesses, new products and new brands. PPC ads can help you build a customer base and following.
  2. Strong Leads: Don’t be disappointed if your initial conversion rate is low. Some product buying decisions take longer than others. People who click on your links are great targets for sales marketing, incentive offers, newsletters, free downloads, etc. Some companies assign PPC leads to their sales staff to contact.
  3. Brand Recognition: You can use PPC ads to increase brand recognition and promote a new brand. Brand recognition delivers a continuous stream of customers over time for all types of branded products and not just the ones advertised.
  4. Measurable Results: You know exactly how many people click on each ad, and you can trace the person’s website journey to see if a sale takes place. You can also determine which ads produce the best results and find out what areas of your website ad responders visit.
  5. Local Searches: It’s far easier and less expensive to advertise for local markets. You can target customers in your area with location-specific keywords. People can click on your ads for directions to your brick-and-mortar store, and customers can click-to-call your store directly.
  6. Test Marketing: You can use PPC ads to test new keywords and use successful ones in your other content applications and SEO efforts. You can also test new products and advertising strategies. If the tests don’t work, it doesn’t cost you anything to advertise.
  7. Budget Friendly: The nature of PPC ads — paying only for clicks — ensures that you get results. This usually guarantees a low cost-per-customer for your advertising.

PPC can get you to the top of ranking lists immediately. Your brand will begin to get noticed, which in turn strengthens your SEO ranking for free organic searches.

FACT: Paid search results gain 150% as many conversions from clicks as organic search results.

Pay-per-click Terminology and Advertising Options

According to searchenginewatch.com, pay-per-click, also known as PPC, advertising includes the following options and terminology:

  • Click: The term for people clicking on your ad to go to your website or landing page.
  • CTR, click-through rate: This is the term for the percentage of clicks that your ad receives when compared to the number of times it is displayed.
  • CPC, cost-per-click: This term is the rate platforms charge you for each click.
  • CPL, cost-per-lead: This is the fee you pay search engines for a lead generated by an advertisement.
  • Negative keywords: These are the keywords that customers type into the search box that you don’t want to target. Negative keywords prevent Google from displaying your ad. For example, you might advertise musical instruments but want to eliminate searches for pianos, which you don’t carry.
  • CPM, cost-per-thousand: This term is the cost platforms charge for displaying your ad 1,000 times.
  • ROAS, return on ad spend: ROAC is an analytics term for the amount of revenue generated for each dollar spent on advertising.

Many other terms are self-explanatory, and the above list of terms is enough to get you started with a paid advertising campaign.

We can set-up and optimize your Google Ads for you but let’s also test your website’s SEO potential. Takes 60 seconds!

Paying for traffic is an important way for many businesses to grow but ranking naturally in Google for your important keywords is free. While Diib helps 1000s of businesses grow with Google Ads management, Diib is also one of the best SEO tools in the world and uses the power of big data to help you quickly and easily increase your traffic and rankings. Diib will even let you know if you already deserve to rank higher for certain keywords. As seen in Entrepreneur!

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How Does Paid Advertising Search Work?

This is where you get down to the details of launching your campaign, a paid search 101 primer. You’ll learn more as you conduct your campaign, but the following steps can guide you during your first ad placement:

  • Choose Locations: You can choose location settings for countries, cities and specific zip codes. For example:

Paid Search

  • Choose Keywords: Choosing keywords is part art and part science. You want to choose keywords that are popular, but the top keywords are often expensive and very competitive. Long-tailed keyword phrases offer better success for newcomers to paid advertising. There are third-party tools that help you choose keywords, and Google offers the Google Keyword Planner application to find out which keywords people are using and how much they cost. Examples of keywords include “Mexican restaurants near me,” “hotels in San Francisco,” “septic tank service in Radford, VA” and “nearby electronics stores.” For example:

Paid Search

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  • Matching Criteria: You can tell your paid advertising platform how to match up your ad with internet searches. The options include:
    • Exact match: The keywords must match exactly before the platform will display your ad.
    • Phrase match: The keywords must match, but the phrase might include other descriptive words before and after the phrase like colors, sizes, etc.
    • Broad match: This option would display your ad to anyone using a phrase that matches the meaning of your chosen phrase — such as footwear in place of shoes, etc.
    • Modified broad match: This option allows you to specify the necessary keywords with a plus sign, such as women’s+ shoes+, and your ad would be displayed for any searches that included those words in any order.
    • Negative match: This option allows you to choose keywords that prevent your ad from being shown. It’s used to prevent ads from being displayed for products that you don’t carry.

Paid Search

(Image source: WordStream)

  • Creating Your Ads: If you’re creating display ads, you probably want them designed by a professional. You can create your own text ads easily in the following format: Headline 1 with 30 characters, Headline 2 with 30 characters and Description with 80 characters. You can’t advertise free delivery or trademarked products or use extra spaces, all capital letters or exclamation points.Effective ads grab the customer’s attention, provide a unique selling point and engage the audience. You need to include the keyword in your ad, and it’s helpful to include a call-to-action like “Click to Learn More.”

Paid Search

  • Google Paid Search Examples: Google paid search examples of text ads include:The keywords for the above ads are hiring, paid search and home cooking respectively.
    • Hire the Best Candidates – Trust Your Hiring to EmployableEmployable screens for specialized work and conduct background checks. Hire now.
    • Expert Search Marketing Campaigns – Jump-start Sales with PPCSearch experts. Ads that get clicked. Click to see why they work.
    • Home Cooking for Gourmets – Master Chef in Roanoke, VAComfort food prepared with expert techniques and downhome prices. See our menu.
  • Prices and Bidding: Search engines allow you to set the maximum price you’re willing to pay for each click and the total amount of money you’re willing to spend. Each keyword has a different bid. The search engines will recommend a bid, but you can set a lower bid. Your ad will probably move down the page of the SERP. The cost of each click depends on many factors that include the time of day, number of advertisers, etc.

Paid Search

(Image credit: WordStream)

  • Ad Extensions: Extensions are additional information about your business. These include location, call number, click-to-call, sitelinks, callouts, price and seller ratings.

You can launch your campaign immediately, or you can pick a specific time and date. It will usually take two or three hours before your ad is shown, but you can start generating new sales and website traffic faster with PPC than any other method.

Comparing Google and Bing Searches

Searchenginejournal.com reports that Google and Bing top the list of the eight best PPC paid search platforms. Most sources report that Bing ads are cheaper than Google, but Google is by far the most used search engine. The average for Bing ads is 30 percent lower than Google ads according to wordstream.com.

However, it’s not necessarily an “either or” situation. Businesses can advertise on both search engine platforms and generate revenue. Google reaches more people, but you pay only for the number of clicks you receive. If you get good results on both platforms, it makes sense to run campaigns on both.

Google Paid Advertising Benefits

Google is the top search engine, and Google AdWords has become almost synonymous with PPC advertising. According to smartinsghts.com, some of the benefits of using Google AdWords include:

  • Positive branding effect even if searchers don’t click on the ads
  • Superior targeting function than other paid advertising
  • Fewer wasted clicks because of extensive matching options and negative keywords
  • Better control of budgeting, keyword management and ranking highly in SERPs.

According to an article posted at webfx.com, the Google conversion rate of 3.75 percent is higher than the average conversion rate for Bing, which is 2.94 percent. That’s about 25 percent higher, and even small increases in percentages can make the difference between profitable and successful marketing and campaigns that ultimately fail.

Reaching Your Ideal Audience

Google has an extended reach for your ad spend. The platform’s Search Network and Display Network reach up to 90 percent of online people, and Google claims 76 percent of the search engine market. Bing captures less than 5 percent of global search requests.

Google offers demographic targeting, and with its superior market share, it’s possible to find any demographic group. According to support.google.com, Google offers the following demographic targeting options:

  • Six age categories from 18 to 65 and older
  • Gender targeting of male, female and unknown
  • Household income of U.S. citizens and the citizens of 11 other countries
  • Parental status

You can combine demographic targeting with other strategies, use demographic characteristics to disqualify people from receiving your ads, and customize your bids based on demographic profiles. You can also use the Mobile mapping app feature to identify people within key marketing areas.

We hope that you found this article useful.

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Bing Paid Advertising Benefits

Despite Google’s big advantage in search engine market share, Bing receives a respectable 20 percent of U.S. search queries. There are plenty of benefits of advertising with Bing, which includes the Yahoo and AOL search engines. Owned by Microsoft, Bing has the strong support of one of the titans of the digital industry.

According to an article posted at searchenginejournal.com, some of the benefits of Bing paid advertising include:

  • Bing’s market share is steadily increasing at a faster rate than Google.
  • If you advertise exclusively with Google, you miss out on 25 percent of your potential audience.
  • You can import your Google AdWords campaign’s details directly into Google.
  • You can use the Google keyword tools and resources for your Bing campaign.
  • Bing ads are more affordable, and there’s less competition for high rankings

The Bing partnership program offers merchants many benefits, such as special advertising opportunities, technical training and brand association. However, Bing has a few negatives to consider. The platform doesn’t support as many languages as Google, and you can’t use negative keywords.

FACT: With a single Bing ad buy, you can reach 162 million unique searchers using Microsoft and Yahoo sites (including Yahoo Search, Bing, and partners), which account for 30% of total search engine share and over 6 billion searches a month. (Hubspot)

Bing’s Audience-targeting Features

An article in searchenginejournal.com reports that Bing’s recent introduction of an upgraded targeting application has generated 28 percent higher click-through rates and 48 percent higher conversion rates.

Advertisers in the United States can take advantage of this advanced targeting capability in the following way:

  • Navigate to the Campaign page in the Audience tab.
  • Choose an ad group that you want to target.
  • Find in-market audiences that you want to reach.
  • Use the Audience Segmentation feature (shown below) to compare audience actions to those of non-targeted users.

Paid Search

(Image source: SearchEngineLand)

The Bing Demographic Advantage

Research reported by atilus.com shows that the average Bing user is over the age of 35. Most are between 55 and 64, and their average income is $100,000 or more. Bing users spend 22 percent more online than the average spending habits of other search engine users.

These statistics prove that Bing is a better bet for advertising high-end goods and services. Bing users have more disposable income, but they are less savvy in technology. You can control targeting to use demographic information to your advantage. You can base your keyword bids on demographics, and you can target the customers who see your ads by age, gender and LinkedIn profile data.

LinkedIn is a particularly strong social network for business professionals, and Bing Search Advertising offers its customers an exclusive advantage over Google. You can target customers using their LinkedIn profile information. That’s a great advantage for B2B companies and companies that provide services to businesses and highly placed executives.

Diib®: Metrics for ALL Your Paid Search Ads!

Like any advertising strategy, you have to make adjustments based on your industry, customers, geographic location and other criteria. Our customized Diib User Dashboard can provide key metrics on all your paid searches allowing you to fine tune your strategy. Here are some of the dashboard features that you’ll love:

  • Customized Objectives give you simple tasks designed to optimize your website
  • Alerts that tell you about your Domain Authority other technical SEO issues
  • Bounce rate monitoring
  • Post performance
  • Broken pages where you have backlinks (404 checker)
  • Keyword, backlink, and indexing monitoring and tracking tools
  • User experience and mobile speed optimization

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Search Engine optimization affects and definitely influences organic search results. Paid search traffic results from searchers clicking on an ad sponsored listing; which is a paid feature. While any traffic is good for business and SEO, organic traffic is a different type of ranking factor.

Paid search ads result in more qualified leads; leads that result in conversions and purchases. PPC ads are vital to becoming relevant, both to Google and to your potential customers.

For small businesses, paid searches can be a great tool if done the correct way. By researching keywords, strategy and putting your ad in front of your target audience or niche, you have a good chance of succeeding.

For Google Ads, the average cost per click runs between $1-2. The average CPC on the display network is under $1.

This is a method of using paid advertisements on social media platforms, marketing messages and targeting specific audiences. PPC advertising, branded marketing, influencer generated content and display ads are examples of paid social.


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Daniel Urmann

Author Bio:

Daniel Urmann is the co-founder of Diib.com. Over the past 17 years Daniel has helped thousands of business grow online through SEO, social media, and paid advertising. Today, Diib helps over 150,000 business globally grow online with their SaaS offerings. Daniel’s interest include SMB analytics, big data, predictive analytics, enterprise and SMB search engine optimization (SEO), CRO optimization, social media advertising, A/B testing, programatic and geo-targeting, PPC, and e-commerce. He holds a Master of Business Administration (MBA) focused in Finance and E-commerce from Cornell University – S.C. Johnson Graduate School of Management.


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