As a business owner, you may be wondering whether investing in Paid Search Marketing is worth the bucks for your business or not? To help you make that decision, let us first understand what it means.
Paid Search, in simple terms, is just a service offered by various search engines to its users, individuals as well as businesses. This service allows you to market your products and services through the medium of advertisements or ads. These ads would be displayed by Google (the most widely used search engine) on the Search Engine Results Page (SERP).
Do not confuse paid search with organic search. You can read more about that at the end of this blog.
Next, lets look at How Paid Search works?
It mainly works on PPC, which is the Pay-Per-Click model. You don’t pay for the ads until your potential buyer clicks on them.
Let us understand the Paid Search Model with an example.
Suzie wants to buy an air conditioner for her home. She types in “AC under 300” on Google Search Bar. Next, she sees a lot of results but at the top will be the Paid Ads. An easy way to recognize it, is to look for the terms ‘Ad’ or ‘Ads’.
In this case, the very first search result matches her request, and she sees an ad for an AC that’s in her budget. She may immediately click on the offer displayed and find what she needs.
But does Paid Search only works on a single model?
Well, though PPC is the most widely used model, there are others like,
- Google Shopping Ads (as seen above)
- Search Engine Marketing on Google, Bing, Yahoo, DuckDuckGo, etc.
but what are the benefits of Paid Search?
- Helps bring in more relevant buyers to your business
As the example suggests, paid marketing is an investment to increase the number of qualified leads that visit your site or store. In short, they help boost your business as they are extremely targeted towards an audience that is looking for what you have to offer. They already WANT it, you just show your product first.
As a business, you would want your loyal customer to come to you, and that is what Paid Marketing is aimed at. Google Ads allow you to target your niche audience by bidding on the most relevant keywords your targeted buyer would look for.
- Gives quicker results vs Traditional Marketing
An SEO strategy might take a year to bring in results as the opportunity cost is zero. On the other hand, Paid Marketing campaigns can deliver results as soon as an hour. With a dedicated campaign manager, good research of your audience, a compelling copy, and a sidekick of intuitive user search intent tactic you can have a faster-growing number.
- Results can be monitored and measured
Another benefit of Paid Search advertising is that it offers quick results which can be monitored. Each ad campaign runs on a budget that you set. Once your ad is live, you can measure results for each click, keyword, and number of sales per click as well. Think of paid ads as a cherry on top of all the organic marketing you do for your business.
As a beginner, it can be rather difficult to find the right information, that is also easy to grasp. You might confuse Paid Search Marketing with other forms of marketing that may not be the right fit for your business.
Fret not, we are here to help.
What is not Paid Search?
Organic search, does not come under the umbrella of paid ads. Organic search brings in traffic through good quality content or engagement with the audience via social media platforms. It tends to help bring local and unfiltered leads to your website. These people find your business online through search using Google or Bing. Such traffic is catered through various On-page and off-page SEO techniques.
Do we recommend Paid Ads for your business?
Well, Paid Ads have become an integral part of modern advertising. Especially if you are a small business, it can give your brand the recognition and the driving force it needs. Through PPC, you are most likely to invite customers that might be interested in your brand sooner or later.
A study revealed that using Paid ads can increase your brand awareness by 80% and give double the returns for every penny spent.
In conclusion, we first need a good understanding of your business before we can suggest what type of Paid Ads would work best for you. Paid Search Advertising might require some investment initially but will tend to get you attractive results if implemented correctly.
