The Real Benefits of a Paid Search Engine Marketing Strategy

With such a wide array of digital advertising options out there to try, you may not know where to begin when it comes to formulating a digital marketing strategy that makes sense for your business and budget. Paid search engine marketing is one often-overlooked route that can help you reach your target audience and boost your marketing ROI.

Read on to learn about some of the benefits that come along with this dynamic marketing technique.

Why Try Paid Search?

One of the biggest players in paid search, and the one you’ve surely heard of, is Google with their easy-to-use Google Ads platform. However, there are plenty of others to look into, including Facebook Ads, Twitter Ads, and LinkedIn Ads. YouTube, Yahoo, and Bing also offer their own paid search channels.

If you’re not already using paid search advertising, also known as pay-per-click (PPC), you may be missing out on both traffic and revenue. Here are just a few of the benefits of giving PPC a go:

You’ll Reach the Right Customers

With paid search, improving your market saturation is simple. These ads increase brand recognition, as they place your business in front of high-quality leads in a natural manner. Most importantly, you get to decide who sees your ads and when this exposure occurs. 

It’s also possible to target a specific geographic area so that your ads are most relevant. While many traditional marketing strategies waste time struggling to capture the attention of a large audience in hopes of landing a handful of leads, paid search eliminates wasted effort by ensuring you only reach out to a specific group of people.

You’ll Bolster Your Image

Some of the biggest companies in the world make use of paid search, meaning viewers recognize these ads as being used by credible brands. This type of advertising can help underscore your brand’s credibility and convey the right message to potential customers.

You’ll Take Advantage of a Great ROI

Of the full spectrum of digital marketing methods, paid search has one of the strongest ROI when implemented correctly. Of course, in order to take advantage of this benefit, you’ll need to spend some time optimizing your campaign for keyword relevancy, engaging copy, and precise demographic targeting.

You Can Combine It with Other Marketing Channels

PPC works especially well with SEO, meaning you’ll find that your SEO efforts are reinforced by your decision to invest in paid search. After all, the two digital marketing strategies both target people who are using a search engine to discover products and services. Plus, data from PPC regarding conversions, clicks, and impressions can provide you with valuable insight on what keywords to prioritize through SEO.

You’ll Have Access to a Range of Targeting Options

PPC enables you to take a multifaceted approach to digital marketing. You can try a mix of text ads, remarketing, and pinpointing specific audience demographics to ensure you’re getting the full benefit of this tool and the optimal number of impressions for your efforts.

How to Manage Your Paid Search Campaign

While setting up a paid search campaign is easy, it does require a little maintenance in order to run effectively. It’s important to take stock of the results of the campaign on a regular basis and to make adjustments to your marketing tactics based on these measurements. Without these check-ins, you simply can’t expect to realize the full potential of your paid search strategy.

Cost per conversion (CPC) is an especially significant number that you’ll want to pay attention to as you find the sweet spot for your digital marketing campaign. This number signifies how much it costs to convert a viewer through PPC. By comparing the conversion rate of a few different ads, you can make educated decisions to reduce the CPC and ensure you’re getting the best bang for your buck.

It’s also crucial to remember that click-through rates aren’t the only signifiers of the success of your ads. If people arrive on your homepage but don’t stick around, then you have some work to do. Establishing a solid landing page with engaging content and a compelling call-to-action is just as important for boosting conversion rates.