Welcome to the Small Business Guide to Paid Search

Paid search is an essential component of any comprehensive marketing strategy. It is a way for you to get discovered by new prospects and re-engage existing customers.

While the terminology and mechanics of establishing a campaign may seem overwhelming at first, once you come to understand the ins and outs of paid search, you can put it to work for your business.

Full table of contents

Understanding Google Ads

Google is far and away the most popular search engine in the game. If you want to establish a PPC campaign, it makes a lot of sense to spend your advertising dollars on Google Ads. But their ad creation process is complex and their dashboard can be tricky to navigate. Here's what you need to know to put Google Ads to work for you.

Getting the most from your paid search ads

There is a right way and a wrong way to manage your paid search ads. Unfortunately, even the most experienced marketers have been known to fall victim to some common mistakes. Here's what you need to know to get the most out of your investment in PPC.

The Key to Online Advertising Is Tracking Results
In the olden days, advertising was an expensive and risky prospect. Brands would spend lots of money up front on[...]
The Beginner’s Guide to Retargeting
You put a lot of effort into driving consumers to your website. Your site is where the magic happens—people get[...]
Why Paid Search Must Be Part of Your Mix
Digital advertising isn't a novel idea. From Google and Facebook ads to sponsored content on LinkedIn to banner ads on[...]
How to Put Together An Effective Remarketing Strategy
Remarketing is an incredible marketing tool. Before the days of the internet, if someone came into your store, browsed, even[...]
How to Improve Customer Retention Through Paid Search
A lot of marketers and business owners think of advertising as a tool to attract the attention of new customers.[...]
What Does the Future of Paid Search Look Like?
Paid search has been an important channel in a comprehensive marketing strategy for years now. But we've also seen some[...]

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