In addition to search engine optimization (SEO) and other digital marketing efforts, paid search marketing is crucial. With the help of these campaigns, you’ll be able to further increase your visibility online and ensure your audience finds you.
Here we’ll dive into paid search marketing and why it’s important for your business’s online success.
What Is Paid Search Marketing?
Paid search marketing involves companies paying to advertise their brands or offerings on Google and other search engines along with other websites. Businesses pay the sites they display ads on based on one of two payment models: cost per thousand impressions (CPM) or cost per click (CPC). The latter is known as pay-per-click (PPC) advertising.
Paid search ads appear either as text ads above organic search results in search engines or as image carousels at the top of the page. They’re among the most effective advertising campaigns you can use online, making them vital for any digital marketing campaign.
Why You Need Paid Search Marketing
If you’re not using paid search marketing to connect with audiences, you’re missing out on a huge opportunity to get in front of them. While organic search can get people to see you, paid search will make you even more visible, boosting brand awareness, recognition, and conversions.
The following are some of the specific benefits you’ll find with an effective paid search marketing campaign:
You’ll Get in Front of Active Search Engine Users
One of the main advantages of paid search is the ability to appear at the top of search engine results pages (SERPs) more easily. Even if you have organic results reaching the top of the page, search ads appear above those to attract even more clicks.
Paid search ads are practically indistinguishable from organic results, too. Around 60% of users can’t even tell the difference between these ads and organic results, seamlessly integrating them into people’s searches.
Flexibility of Targeting
You can make your paid search ads as broad or as hyper-targeted as you want based on your goals and your audience. Maximize your reach online or go after a specific group of potential customers based on the settings you choose. If you want to target a certain geographical location, PPC ads also allow for geo-targeting. This helps you gain more control over your campaigns and ensure you’re not spending more than you need to on your ads.
Another benefit of paid search is the ability to easily track your ad campaigns and measure their success. You can see how well your ads are performing and track the progress of users who first encounter your brand through these ads.
For instance, you may have an ad campaign that’s generating a high number of impressions and clicks, but too few of those who click through your ad become customers. This would indicate that you’re targeting the right keywords and that people are engaging with your ads the way you want to, but you may want to optimize your landing page’s content. A high number of clicks but minimal conversions is a sign that the content on your pages is either irrelevant or not helpful enough to move people further along the buyer’s journey.
You can also see if certain ads are generating more engagement than others and optimize or eliminate the ones that are underperforming.
PPC campaigns also get results much faster than most SEO efforts. In the long run, SEO can get great results, but it often takes weeks, months, or even years to get the kind of results you really want, especially when targeting highly competitive keywords and stiff competition. Conversely, you can achieve high rankings with ads in little time with far less effort when you use PPC.
As soon as you launch your paid search campaigns, you can begin showing up in search engines and on other websites. They also take far less time to put together than SEO campaigns. You won’t need to design graphics and upload them or other assets to use in your ads, and you’ll get your ads up and running in no time.
The most time-consuming aspect of PPC campaigns is monitoring and continual improvement to drive better results. You may find that some ads require some optimization to perform at their best, but it still takes less time to see results than you would when optimizing for SEO.
As mentioned, PPC ads are potentially far less costly than other marketing campaigns. You’ll only need to pay when users click on your ad, enabling you to gain more exposure with your ads without the need to pay for it when people don’t engage. This can help supplement print ads and other forms of advertising that are potentially more costly if you want to increase visibility.
Another aspect that makes paid search more cost-effective is the lack of a minimum payment requirement. While other platforms may require you to spend a certain amount of money to start your campaigns, you’ll get more flexibility than ever with PPC campaigns. This is perfect for smaller businesses with a tight budget that want to get started with a successful digital ad campaign.
Over time, as your business grows along with your budget, you can continue to scale your campaigns as needed. Although paid search campaigns tend to come with a higher cost per click than display advertising, you’ll have the potential to get more clicks and general engagement with paid search ads that can generate high ROI.
Use Paid Search to Dominate Your Market
When used in conjunction with other digital and offline marketing efforts, paid search has the ability to get great results with your marketing efforts. The key is to use the right tools and dedicate ample resources to launching and tracking these efforts. If you can’t devote enough attention to these campaigns to succeed with them, you may need some help.
Thankfully, the experts at Vigor Seorchers are here to help you get the most from your paid search marketing efforts. We can help you get the results you want from paid search along with other marketing efforts, including SEO, social media marketing, and more. Get in touch with us today to get started on your next campaign with us.