Are Paid Search Advertising Still Effective Marketing Tools? (Absolutely!)
With all the attention we’ve given search engine optimization as a “must have” digital marketing tool, you may think that paid search advertising is out. That, however, is not the case. It’s not an either/or scenario. The most effective online marketing campaigns combine both approaches with a dynamic omni-channel approach that drives business growth.
Understanding the Difference Between Organic Search and Paid Search Advertising
In a nutshell, organic search is “free,” while paid search – often called pay-per-click, as its name implies, is paid advertising.
Organic search applies SEO techniques to help boost your website to the top of the search engine results pages. Rather than pay for advertising, SEO relies on tools like professionally optimized websites, great user experience, quality content, topic clusters and keyword research, free local listings, Google analytics, and social media marketing.
These proven techniques are designed to earn search engine recognition organically. That way, when customers and leads are searching for the goods and services you offer, they see your website or marketing campaign link in a prominent position on relevant search engine results pages.(SERPs).
Paid search ads have the same goal as organic search methods – getting your business to the top of important SERPs. But you pay for those prominent positions, and PPC ads get results far more quickly than SEO does in the short-term. My experience has shown in the long-term, SEO is much more effective than PPC ads for generating leads.
PPC is a precise marketing tool that helps businesses target an extremely specific, desirable audience. Their success relies heavily on skilled research, keyword selection, ad copy and visuals, and landing page optimization.
Types of Paid Search Advertising
There are a variety of paid online advertising options that can help you get your business in front of consumer eyes. Following are a few of the most popular offerings.
Traditional Pay-Per-Click Search Ads
These search ads appear above organic results for the keywords your ad is targeted for. You pay a cost-per-click fee for visitor clicks on your ad. Google AdWords are prominent in PPC advertising. BingAds is a similar product for Bing Search.
Google uses keywords, Ad Rank, and an automated keyword auction process to determine when to display your ad. This process is applied for every search. A knowledgeable marketing firm with paid search ad experience can help you develop a winning PPC strategy.
Display advertising isn’t limited to search results. Instead, these banner-type ads show up on websites and other content throughout the internet – more than 2 million sites. Display ads usually incorporate images and text. Pay structures include CPC, cost-per-acquisition, and cost-per-thousand impression, and are less costly than targeted PPC search ads.
Social Media Advertising
The increased growth and popularity of social media platforms has boosted the efficacy of advertising on these web feeds. It’s easy to incorporate business branding and to target quite specific audiences. Facebook, Twitter, LinkedIn, TikTok, and YouTube are some popular choices for social media ads. Ads include text, images, and video for excellent engagement. This advertising is also A/B-testing-friendly, helping you get more value from your advertising budget.
Google remarketing ads help you re-engage past visitors who have already shown an interest in your business. Remarketing code adds your website visitors to a list. When those people surf the net, Google generates your remarketing ad when they visit sites that use the Google Ad network. ROI is impressive with a well-designed retargeting campaign.
E-commerce shops can benefit from Product Ads that help consumers find the goods they’re looking for. Google Shopping assists consumers who are shopping for goods with comparison ads. This search option highlights your products and that of your competitors with text, images, and pricing.
Get Ready for 2021 With Paid Advertising
Ready to invest in paid advertising to drive sales and grow your business? Search Advantage Marketing has the knowhow to launch your paid ad campaign for 2021. We can help you incorporate growing trends for the new year:
- Video ads
- Voice search optimization
- Better PPC automation
- Audience targeting
- Growing PPC platforms
Give us a call to discuss your marketing goals for 2021.