Paid Search - An Important Marketing Channel
- By Joe Wozny
- •
- 16 Nov, 2018
digitalroadmap® Strategies for Online Advertising
Search Engine Marketing, commonly referred to as SEM, is one of the most important marketing channels to generate web traffic. It compliments SEO and content marketing and gets your brand at the top of Google, Bing and other search engine players world wide… if you play your SEM cards right.
Top reason’s businesses use SEM include:
Revenue Generation
While Bing, Baidu, Yandex and others offer profitable playgrounds for search ads to bring in more money, Google has hard data to prove it’s efficiency including the ability to drive both leads and eCommerce sales on a profitable basis.
Conversion Focus
While increased revenue is typically the main goal of marketing campaigns, other types of conversions like new subscribers, newsletter signups or in store purchase are objectives businesses are trying to achieve.
Brand Awareness
According to Studies, search ads can increase brand awareness by 80%. Consumers take notice when ads include keywords and search terms for competitor brands, as the brain is inclined to compare things that are listed side by side.
Accessible Even to Small Budgets
There’s also no minimum amount you have to spend to run online ads. As little as $5/day will get you started if you’re on a tight budget.
Great for Local Marketing
When people search online for local business services, like “dry cleaner near me” or “food delivery,” it’s local search marketing that make those queries connect with business listings and contextual ads in paid search engine listings.
Immediate Results
From the minute your ads are launched, the potential to start getting more clicks and even sales is alive. For this reason alone, SEM is one of the fastest-to-launch traffic strategies out there. Keep in mind that campaigns should still be optimized for long-term results.
Consistency
Search ads will generate traffic to your site, even when SEO and other marketing tactics fluctuate.
Qualified Traffic
One of the biggest benefits of search ads is the ability to bring in the right traffic. You can’t always control who sees your organic search results, but with SEM, you can create a custom audience that will be far more likely to see and engage with your ads than the average searcher.
Bottom Line: There is tremendous value from paid Search for your businesses. It’s as a flexible and affordable marketing channel to create brand visibility, generate new sales, subscriptions and new leads.
