Paid Search Marketing

What are the benefits of paid search marketing?

Now more than ever, it’s important for businesses to invest in paid search marketing to strengthen their digital presence. Customers use the internet to search for products and services, and if your business isn’t showing up in search engine results, they won’t find you.

With more and more companies understanding the importance of ranking highly on search results pages, the PPC advertising landscape has become more competitive than ever. This can make it difficult to navigate without expert help.

So why do you need PPC ads? There are many benefits of paid search marketing:

  • Qualified Leads: One of the benefits of paid search marketing is that PPC Ads help businesses bring in more leads to their website. More than that, the leads that are coming to your site from your PPC ads are more relevant. With PPC ads, you are strategically targeting the types of consumers who are most likely to be interested in your brand. This means that the traffic you drive to your site from these ads is more qualified.
  • Fast results: Organic search engine optimization efforts take time. No matter how optimized your content is for the search engines, you won’t start to see results right away. On the other hand, paid search ads bring immediate traffic to your site from the search engines. This makes paid search marketing a great complementary tactic to help support your SEO efforts.
  • Measurable Results: Another benefit of paid search marketing is that it provides measurable results. You can clearly measure every aspect of your PPC ad campaigns including: the number of clicks, the cost per click, and how many sales are coming from these clicks This helps you make better use of your ad budget and find ways to improve your results over time.
  • Improved Brand Recognition: PPC ads on Google can also help your business improve brand awareness over time. Not every search engine user is going to click on your ad when it appears in the search engine results. However, the more often they search for related industry keywords, the more often they will be exposed to your brand name and site link. This helps improve brand recognition and may result in a sale in the future.
  • Great for Local Search: Many small businesses are targeting customers that are in close proximity to their location. The good news is that paid search marketing is a great way to target local traffic. When consumers use their mobile devices to search for stores nearby, they will see your PPC ads and be able to click on them for directions to your location. There is also a call option on mobile ads that allow the user to call your location right from the ad.
  • Budget Friendly: Though it may seem counter-intuitive because you are paying per ad click, paid search marketing can actually be budget-friendly. This makes it an ideal tactic for businesses that are working with a limited budget. Since you are able to target specific types of consumers and measure every aspect of your campaign along the way. There are plenty of ways to optimize your budget and boost ROI. You can set budget caps, and the search engines will not spend more than you tell them to.

As with any paid advertising activity, the first step is creating a strategy. If you need help with developing a paid search marketing strategy for your business, fill out our form and we will get in touch to discuss your options.

Paid Search Marketing FAQ

Most paid search marketing algorithms are designed to reward advertisers with relevant ads which follow their guidelines. For example, you could show up in position #1 and pay only $1 per click, and your competitor is in position #4 and paying $6 per click. Why is that? RELEVANCY.

Most PPC platforms function like an auction with advertisers bidding for clicks. The PPC platform will assess the website’s quality to ensure users have an ideal experience when they visit the site. 

To effectively use paid search marketing, you should follow these tips.

✔ Establish your marketing goals
✔ Develop your preferred target audience and cater to them specifically 
✔ Use keywords to structure your campaign 
✔ Bid on your relevant keywords 
✔ Design a quality yet mobile-friendly landing page, focusing on benefits and features
✔ Use Google Analytics to track your results 
✔ Incorporate routine testing and optimization on your ad copy and landing pages

The most common goals that you can set for measuring your success are the following.

  • Click Through Rate
  • Cost Per Click
  • Conversions

The most crucial step is to ensure that you set your goals for your ad campaign first. This is how you will be able to understand, track and measure your metrics to know where your ad is performing or not.

Once you have established your campaign goals, and you have launched your ad campaign, it is important to do routine maintenance such as product A/B testing.

Your paid search ads may appear alongside videos, on search engine results pages (SERPs), on sites connected to the Google Display network, and even inside of Gmail. The ads are designed to target the customers that will most likely purchase your products or engage with your lead form.

The number of times your ad is shown depends on your budget. For example, an advertiser with a $100/day budget will show more often than an advertiser with a $10/day budget. If your paid search advertising ad campaigns are not showing there also might be a specific problem related to your bidding, conversions, targeting, or campaign settings.

The management fee we charge is the cost for our service of helping you build the PPC account, write ad copy, solve account issues and manage your auctions. The fee we charge is recovered many times over by the new business generated.

A good paid search management agency understands how to use content strategy and numbers to improve your company’s overall return of investment. It has a team that can use a combination of industry knowledge and expertise on target audience growth to develop campaigns with a high yield. Additionally, a good PPC agency will communicate with its clients about all the information it uses to run an effective and legitimate ad campaign.

Paid Search Marketing

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❝ We rely on Search Engine Pros to keep our limo company listed in the top of the results, and always have solid leads coming from the Google Ads campaign thanks to their help. ❞
Sammy Harb