What is paid search?

Paid search refers to a type of advertising where advertisers pay to display ads prominently at the top of search engine results pages (SERPs) or app store search results.

Paid search offers an immediate, targeted way to connect with high-intent users, placing brands at the top of search results almost instantly—unlike search engine optimization (SEO) and app store optimization (ASO), which require time to build visibility. This top placement is crucial for user acquisition (UA).

Additionally, bid management in paid search provides cost control and measures vital metrics like click through rates (CTR), conversion rates, and cost per click (CPC), empowering brands to optimize campaigns for maximum return on investment (ROI).

Paid search operates on an auction-based, pay-per-click (PPC) model where advertisers bid on keywords that align with user search queries. In traditional search engines, advertisers set a maximum CPC for high-intent keywords. Google, for example, determines ad placement based on bid, expected CTR, and a Quality Score that considers keyword relevance, ad copy, and landing page quality. Meanwhile, Google App Campaigns leverage machine learning to optimize placements across Google Play, YouTube, Search, and the Display Network, focusing on installs and engagement rather than keyword-specific bidding.

Similarly, Apple Search Ads in the App Store uses keyword bidding, with placement determined by bid, relevance, and app quality based on metadata (e.g., title, keywords) and user behavior. 

For cost models, Apple Search Ads charge on a cost per tap (CPT) basis, while Google App Campaigns typically use a cost per install (CPI) model, charging only when a user installs the app.

Here are some key strategies to help boost ROI in paid search:

• Target relevant keywords: Choose keywords closely aligned with user intent. For mobile app campaigns, focus on terms related to specific app functions, user needs, or actions.
• Optimize ad copy: Write clear, engaging ad copy with a strong call to action (CTA) that highlights the app’s unique value. Test different headlines and descriptions to see which resonates best with your audience.
• Leverage ad extensions: Add extensions like location, call, and app download links to enhance visibility on SERPs. These extensions provide additional information and make it easy for users to engage directly with relevant content.
• Utilize deep linking: Deep linking in-app campaigns allows users to access specific in-app content directly from the ad, reducing friction and improving conversion rates by guiding users to relevant sections within the app.
• Optimize performance: Monitor key metrics, including CTR, conversion rate, and Quality Score, to inform adjustments. Use these insights to refine keyword bids, ad copy, and placement, focusing resources on high-performing tactics.
• Refine audience targeting: Use audience segmentation to tailor ads based on user behavior, location, and interests, enhancing relevance and increasing the likelihood of conversions.

While effective, paid search can be costly, especially for high-CPC competitive keywords. It also depends on ad relevance and user intent. Ads without these elements risk incurring costs without meaningful engagement. Additionally, unlike SEO, visibility stops when campaigns are paused.

Incrementality testing can offer valuable insights into paid search performance by revealing whether paid ads genuinely drive additional traffic or simply cannibalize organic visits. This analysis enables marketers to focus on campaigns that deliver true incremental value, optimizing spend and reducing unnecessary costs.

Learn more about Adjust’s incrementality solution to boost campaign efficiency.

Adjust’s Datascape centralizes performance data from multiple sources into a single, intuitive dashboard, enabling real-time measurement of key metrics like CTR, conversions, and retention. This comprehensive view allows marketers to quickly evaluate campaign performance, optimize budget allocation, and adjust bids.

Complementing Datascape, TrueLink deep linking enhances user journeys by guiding users from paid search ads directly to specific in-app content, bypassing unnecessary steps to boost conversions and user satisfaction. 

Find out how Adjust can help you optimize your paid search campaigns for maximum impact. Request a demo today!