Paid search advertising has become a staple of digital marketing. While many businesses are making heavy investments in paid search advertising, plenty hesitate due to a lack of surety that the investment will be worth it.
The truth is ALL businesses that invest in paid search advertising with the right budget reap awesome benefits.
In fact, it has proven itself even more effective than traditional marketing methods for small and large businesses alike. Statistics show that when consumers are ready to purchase, 65% of them will click on a paid ad.
Before we get lost in the benefits of paid search advertising though, let’s take a look at exactly what it is.
WHAT IS PAID SEARCH ADVERTISING?
Paid search advertising is, in short, ads that you pay to be featured at the very top and bottom of the search engine results page.
In the search pictured above, paid search ads would be the first three results in the yellow box at the top of the page. Underneath each page title, you’ll see the word “Ad” on the left of the links; this is an indicator that the ads are paid search ads.
Paid search has a few different nicknames, as it comes in different forms. It is most commonly referred to as “CPC” (cost-per-click) or “PPC” (paid-per-click) ads. The most widely used method of PPC advertising is through Google and referred to as Google Ads. These ads can also appear on websites that are part of the “display network”, such as Google Maps, Blogger, YouTube and other websites that contain Google AdSense or DoubleClick Ad Exchange.
In summary, PPC can get you featured on more places than just the search engine results page.
What are the Benefits of Paid Search Advertising?
Let’s talk about it!
Benefit #1: You Only Pay for What Gets Clicked On
The best feature of PPC is that you only pay when someone clicks on your ad. The cost of a click can vary widely depending on how competitive the keyword is (the word you are trying to pop up #1 on the search engine for) and other factors, ranging from as low as $0.86 for the restaurant industry to $35.00 in the automotive industry.
Businesses are able to set a budget that they feel comfortable with for their ad campaign, and there is no minimum spending requirement. Campaigns can even be paused at any time if a business is not seeing favorable results or another issue arises. Many businesses are unsure of a reasonable budget for their campaign, but $2000 per month is a good place to start. From here, a campaign can be adjusted based on the cost of clicks and the traffic generated from the campaign.
Benefit #2: Advertise to a Targeted Audience
Paid advertising also allows businesses to reach clients in a more customized and targeted way. Google Ad campaigns can be adjusted and customized to show ads under specific circumstances, which allows businesses to target customers at optimal times, locations, etc.
Paid search advertising allows you to decide when your ad will appear in the search results based on:
- The day of the week, or the time of day
- What device a person is using to search, including targeting mobile devices
- Geographical location, based on zip code, city, state, and even country
- The language a browser is set to display
- Household Income
By setting up a well-targeted Google Ad campaign, you can make the most of your advertising dollars and only target customers that will provide the most benefit to your business. This makes PPC a great way to promote special deals or discounts, raise brand awareness for your business, and reach potential clients.
Benefit #3: Measurable Results
The beauty of paid search advertising, especially in comparison to traditional marketing methods (such as TV ads, billboards, magazine ads, and things of the like) is that you can plainly see how many people have seen your ad, how many people are engaging with it, whether those people are female or male, the age group they are in, and more.
You get a great amount of insight on the people most likely to engage with your business along with what campaigns are actually effective. Exactly how many sales have been made thanks to your paid search advertising campaign? How many people are clicking your ad and how much is the cost per click? Paid search advertising allows you to answer these questions.
You can learn about those interested in your business and get clearer insight as to how to better formulate your marketing efforts with PPC.
Benefit #4: Increased Brand Recognition
You are able to invest in paid advertising on more than just search engines like Google or Bing. Facebook, Instagram, Twitter, and other social media channels also have their own form of paid advertising as well. The more you attempt to get in front of your audience through paid advertising, even on social media channels, the more you are raising awareness for your brand.
In today’s curiosity-enticed online world, increasing brand recognition through paid advertising on various platforms proves to be a highly viable way to gain leads.
Benefit #5: Determine What Website Page Prospects See First
Your paid search ads show in a variety of places:
- Desktop, tablets, and mobile devices with full browsers
- On Google search partners like youtube, Google maps, and blogger
- Google Adsense publisher sites
When prospects on these various devices or websites see your paid ad, what page do you want them to see first from your business? Do you want prospects to see your homepage first or do you want them to see a service page first?
You are able to determine what page your prospects see from your business first, which allows you to be able to highlight certain aspects of your business over others.
Bonus Benefit: You Have Full Control over the Paid Search Campaign
With paid search advertising, you can optimize your paid ads campaign at any point so you are not wasting ad dollars on an ineffective campaign. Not seeing the results you wish you would? You can stop the campaign, make changes, and start it again.
Maybe you’re targeting the wrong age group or you should attempt to target a different location; With paid search advertising you have full control over your campaign and can tailor it to get the results you are looking for. You get to control who your ad dollars attract and when you want to attract them.
Invest in Paid Search Advertising & Increase Conversion Rates
Paid search advertising allows a level of customization not offered by organic search results or traditional marketing methods. When used effectively, PPC campaigns can be a great way to reach potential clients and help your business grow. When used alongside content marketing and social media marketing, PPC campaigns are the cherry on top of a killer digital marketing strategy.
At Hyperlinks Media, we are pros at enacting PPC and CPC campaign strategies that result in conversions. If you would like to begin a paid search advertising campaign or simply need help with your own, give us a call today for a free PPC consultation and see what our PPC specialists can do for your business