What is Paid Search?
Paid search refers to advertising through search engines, where advertisers bid on specific keywords to appear in the sponsored listings. In ad networks, this traffic is usually acquired from search arbitrage publishers or through direct search partners. The most common platform is Google Ads, but other engines like Bing, Yahoo, and native search platforms are also used. Advertisers pay per click (PPC), and bids determine ad placement.
Paid search is highly effective because it captures users with high intent—they’re actively looking for something. Ad networks involved in paid search often manage bidding, ad creatives, and keyword optimization for their clients. Performance is tracked by measuring cost per conversion (CPA) and return on ad spend (ROAS).
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