As digital marketers, we know the importance of paid search advertising and the impact it can have in your marketing strategy. Whether you are just curious about paid search advertising or already launching your first campaign, it’s important to know and understand the benefits of paid search advertising. Paid search advertising has become one of the most popular forms of digital marketing - and for a good reason. It has clear and fast results in comparison to search engine optimization, which can take longer to see results. Paid search ads appear on the top or side of Search Engine Results Pages (SERPs) using various platforms. Google Ads is by far the most popular platform for search engine marketing. Paid search can be an indispensable tool in your digital marketing strategy and here are the main reasons why you should implement paid search campaigns and helpful tips for conducting them.
1. Increased Visibility
Search engine marketing is a great way to increase the visibility of your brand whether you are a corporation or a local business. Running search ads on Google will help increase your brand awareness over time, even if not every potential customer clicks on your ads. Consumers searching for the keywords in your industry will be exposed to your brand and site link and will increase brand awareness and could result in a sale down the line. Paid search is also a great way to target locally and have consumers get directions or call your business with just the click of a button.
2. Relevant and Consistent Traffic
Paid search advertising is different from most traditional advertising strategies because it only targets consumers that are actively interested in your products or services. Within Google Ads you are able to bid on keywords that will drive the most relevant traffic to your site. I recommend starting with no more than 20 keywords so you can analyze how they perform before making changes.
As a business owner, it is important to be able to drive as many relevant people to your website as consistently as you can. If you have huge lulls or unexpected spikes in traffic, it can hurt your website authority. With paid search marketing, traffic amounts can be controlled to an extent as you are managing how much is spent every day, week, and month on clicks.
3. Generate More Qualified Leads
When utilizing paid search advertising not only will you increase the amount of incoming leads, but the leads will be significantly more qualified. With paid search ads you are strategically targeting the consumers most likely to be interested in your brand. Along with keywords there are other ways to target your ads including: location, time of day, device, language, and custom audiences. The best way to target the audience you want is to create a buyer’s persona, if you’re unsure how to do this, check out this blog! With all these targeting practices in place, the traffic you drive to your site from these ads will be more qualified.
4. Provide Measurable Results and Insightful Analytics
One of the biggest benefits of search engine marketing is the ability to clearly measure results and effectiveness of the different aspects of your campaign. One of the most crucial parts of marketing is being able to back up your efforts with data. All the platforms for paid search advertising provide great analytics instantly.
Google Ads is especially great with this when you connect Google Analytics and can measure every stage of the buyer's journey. You can track specific goals and conversions like form completions, page visits, orders, etc. and determine performance by each variable.
This type of information can help you determine if your ads are getting you enough leads to nurture and eventually convert. It is also helpful in determining if your ad spend is allocated properly. When you know how your campaigns are performing, you can start to optimize your campaigns to get the most for you money.
5. Gain a Competitive Advantage
By taking advantage of all of these benefits for paid search advertising you will gain a competitive edge and be able to level up in your industry. Search engine marketing is essential to a marketing strategy and will help you grow in the digital world. If you have any questions about running a paid search campaign or would like help with a campaign you’re already running, contact us today!