Why Paid Search Is One Of The Most Effective Marketing Channels

To remain effective, online marketing strategies require a healthy channel mix. For maximum results, it’s important to invest in several strategies to reach your audience. Paid search marketing, often abbreviated as PPC and CPC, is an often overlooked, yet crucial, way to quickly achieve your marketing campaign’s goals. Below is a breakdown of what paid search is and how it can benefit your online marketing campaign.

WHAT IS PAID SEARCH?

Paid search allows you to place ads at the top of search engine results with the ultimate goal of increasing website traffic. Unlike SEO, where you have to organically generate your results to appear at the top of the search, paid search automatically puts your ad at the top of all major search engines, including Google, Yahoo and Bing. Paid search ads should still answer the question users are searching for in short, concise messaging that allows it to be singled out by search algorithms. Often labeled as an ad or sponsored content in search results, paid search is measured by cost per click (CPC) or pay per click (PPC), both of which determine the price of your paid search. 

BENEFITS OF PPC AND CPC

There are several benefits to investing in PPC and running a paid search campaign. Some of its top returns include:

• Visibility and Brand Awareness: Nearly four billion searches are made on search engines every day. Since your ad shows up at the top of the search results, it’s more likely that viewers will click on your link, leading to higher website traffic. Paid search gets you higher visibility and creates a strong brand awareness that connects your business to what your users are searching.

• High Conversion Rates: Since your website traffic is increasing, it’s also likely your paid search campaign will lead to conversions. If the campaign is targeted to highly interactive audiences, you’ll be able to increase the amount of people that interact with your website, generating revenue for your company’s bottom line.

• Data Insights: Your paid search will help generate valuable data through its key performance indicators, which can help shape both your current digital marketing strategy and influence future ones. A/B testing on your paid search can help you determine what keywords and overall ad copy is more effective in generating leads and conversion rates. It can also help you determine what time of day and what days of the week are most effective. This data can help you get more personalized with your paid search campaign, decreasing your amount of spend while maximizing your results.

PARTNER WITH OUR PAID SEARCH EXPERTS

PPC and CPC are invaluable marketing strategies that are easy to take advantage of and implement. By investing in a paid search campaign with Think Integrated, you’ll be able to increase your brand’s visibility and create strong brand awareness with high levels of conversion, further personalizing your campaign. When used together with other digital marketing strategies, such as SEO and keyword refinement, your digital marketing campaign is guaranteed to get results. Contact us today to get started.