If you own a website for your business or you are managing one for a company, you might have already come across the different types of online marketing strategies that are available today. One of the most widely-used marketing techniques is paid search.
With over 3.5 billion searches performed each day on Google alone, it should not be difficult for us to understand why paid search is one of the largest and most effective marketing tools today.
To help you understand how paid search works, consider a search engine results page that appears in Google when you are searching for a certain product online.
You will see a list of suggested websites that match your search query which rankings are determined by search engine algorithms to ensure that consumers get up-to-date, relevant, factual, and useful information for their topics of interest.
On top of this list are paid search ads which appear in the same format as organic search results except that there are labels indicating that these web pages are paid advertisements. This is an example of a paid search, specifically called Google AdWords for the Google platform. Facebook, Twitter, LinkedIn, and Bing have their own versions of paid searches.
These tools can provide your webpage more visibility on the web, for a price that depends on the reach, duration of the ad, and methods of delivery that you choose.
Now that you know how a paid search works, you should learn how to take advantage of paid searches to promote your products and services online. But before that, check out the top three benefits of using paid search in the article below.
1) It is simple and fast to execute.
Compared to SEO and other marketing strategies which require long-term planning, signing up for paid searches is easier. You can already see the results once the service is up and running.
Just choose your preferred keywords, link your webpage, pay for the service and you’re good to go. Even with the quick process, you should still continue monitoring your paid search campaign to ensure a better performance in the long run.
2) Paid search is a measurable online marketing tool.
Another advantage of using paid search services is that the results are easier to track and quantify. The number of impressions, cost per click, traffic, and conversions are all measurable in paid search marketing analytics.
Monitoring the source of the traffic and evaluating how this factor influenced your sales is possible with paid searches. Unlike other strategies, there is no need to guess where the conversions are coming from.
3) You can change your content as needed.
Another great thing about paid search is to that you can create a precise call to action and change the content of the landing pages as needed. This is useful especially for businesses with hundreds of products online where prices and offers change regularly.
With the usual banner ads, blogging, and email marketing, it is much more difficult to provide up to date information to your customers.
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