Digital Lexicon Hub

Advertising in search-engine results where advertisers bid or pay for eligible placements associated with queries or audiences.

Paid search reaches people while they are actively searching for a product or problem, so it can capture demand quickly and provides query-level data for testing offers and landing pages.

A software company bids on 120 phrase and exact match keywords related to expense management, writes 3 responsive search ads per ad group, sends traffic to matching landing pages and optimizes toward demo requests.

Paid search only captures existing demand and stops when spending stops. Costs rise in competitive auctions, broad match can trigger irrelevant queries, and platform-reported conversions may include sales that would have happened anyway.

Advertisers choose keywords with match types such as broad, phrase and exact, set bids and budgets, and write ads with landing pages. For each search, the platform runs an auction that ranks eligible ads by Ad Rank, combining bid, ad and landing page quality, thresholds, auction competitiveness, search context and expected impact of assets. Advertisers usually pay per click, and actual cost depends on the minimum needed to keep their position.