Does Paid Search Work?
May 11, 2020
The need for growth is constant across all sizes and types of businesses. In today's digital world, this growth is often measured in terms of website traffic. Even if your site is not an e-commerce platform, it is still the primary tool that consumers use to evaluate and learn about your business.
When considering the most effective method for attracting customers to their website, many marketers turn to paid search results to stimulate growth. Let's take a look at paid search and examine why it might be a great way to grow your business.
When launching a new business or new website, waiting for the site to rank organically can seem interminable. Indeed, the business lost while this process works itself out can be intolerable.
Paid search is a way you can get your business to the top of the search results quickly. The return on investment (ROI) for paid search is arguably one of the best your business can make.
Paid Search Results
Paid search results are ads paid for by businesses to rise above the organic results in the fastest way possible. Marketers invest money into paid search to boost their website to the first page when someone types an inquiry using specific keywords.
Paid search works on a pay-per-click model. You only pay when someone clicks on your ad. This means no money is wasted on impressions for users who don't click through to your site. After all, the reason you invest in paid search is to drive users to your website, and knowing that you won't pay unless the ad is working can be a great comfort.
Another great benefit of paid search is that there is no minimum spending requirement, unlike some other digital advertising platforms. The cost of each click is determined by the Google Ads Auction. You can pay as much, or as little, as your marketing budget will allow. Many small businesses appreciate the ability to start small and measure the results before making a larger investment in paid search advertising.
Businesses of every size use paid search results to drive traffic to their websites. A Google search for the keywords "air conditioner" will likely bring up paid search results for companies like Home Depot. For many users, Home Depot may not have been the first thing that came to mind when deciding to search for a new air conditioner. Home Depot knows that, so they invest in paid search results for all kinds of items they sell.
Smaller firms may not have the name recognition of Home Depot. However, they can still enjoy the benefits of being at the top of the search results list by employing paid search. It's a great way to help level the playing field.
Why Paid Search Makes Sense
Every second, tens of thousands of people use Google to search for products, services, and solutions of every kind. There is, quite literally, a never-ending stream of potential customers looking for your product or service. The objective of paid search is to divert a portion of that stream to your site.
An important aspect of paid search results is that you, the website owner, get to decide what a good customer looks like. You describe this customer by telling Google to display your ad only when a user lives in a particular state, region, or country. You determine what keywords are valid search terms and are relevant to your business. You are in control of defining your customers. This is not always true with organic search results.
Today's consumers are knowledgeable and sophisticated. They know precisely which search results are paid for and which are not. There is no sleight of hand going on here. Even though they may not have thought to look there, customers appreciate learning that Home Depot sells air conditioners, for example. What customers want is a frictionless, or effortless, way of finding what they want.
Some other forms of advertising, such as banner ads, introduce some level of friction. They are known as 'interruption marketing.' This means that the person who sees the ad may not be in the market to buy something right then; instead, they are seduced to consider a need they weren't thinking about at that moment. Banner ads are effective but are often less palatable for consumers than paid search ads. Where paid search has the edge is that by typing search terms into a search engine, the user has indicated their immediate need. The paid search results provide a frictionless way for them to find what they want.
Some of the top benefits for pay-per-click or paid Search ads include:
- Paid search ads are targeted to users with a need you can fill.
- They produce fast results. It is quick and easy to get started and set up a Google Ads account.
- Paid search results are frictionless and do not interrupt the user's web experience. Start your new relationship with a customer on the right foot by filling a need they are looking to solve at that very moment.
- Capable PPC Ad copy will generate quality leads. If you are accurate and specific with your keyword selection, your leads will be precisely on target.
- PPC ads provide measurable results. Since you only pay for clicks, the results are easily measured.
- Paid search advertising improves brand recognition. By showing up in search results that your customer may not have associated with your brand, you help them learn your full offering.
- PPC ads are budget-friendly. Even the smallest business can afford to run a paid search campaign.
Whether yours is a startup, just beginning to sprout, or a large enterprise that needs to provide increased year-over-year results for the board, paid search can create conditions that are ideal for healthy growth.
You have a quality product or service, and your customers need to find out about it. They are going to use Google and other search engines in their quest, and paid search may be just the vehicle to connect them with you.
About THE AUTHOR
After working for multiple digital advertising agencies and managing hundreds of client accounts, spending millions of dollars via Google Ads, Facebook Ads, Native Ads and Direct Media Buying, I took things out on my own and started SparrowBoost. Now, my tight-knit team and I continue to get smarter and more efficient at running our own campaigns and we share our knowledge with you.Learn more about SparrowBoost