Paid Search Advertising: How Can This Strategy Help My Business?


When it comes to exposing your business to the online world of potential customers, there are several avenues you can take to garner results. When it comes to paid search advertising, such as Google AdWords, you’re not only getting a wider reach, but you’re also only paying for the attention you receive - more specifically you don't pay until someone takes action on your ad. Let’s take a look at how advertising via paid search can help increase your bottom line and benefit your business.

What Exactly Is A “Paid Search Ad”?

A paid search ad is basically a form of online advertising that runs within the sponsored listings of a search engine, such as Google, which only requires the advertiser to pay when the ad is clicked on. This type of advertising is also called PPC advertising, or pay-per-click. Simply put, once you have your ad concept, you then bid for ad placement in a search engine’s sponsored links, based on a keyword list related to your business and content. You will then pay the search engine a small fee for each click you garner. This type of payment acts as a sort of insurance for the advertiser, meaning they are only being charged for real-time clicks, as opposed to paying for the possibility of success or the possibility of an ad being seen by a potential customer.

But How Does A Click Turn Into A Sale?

There are many pros to using paid search as an advertising strategy. To begin with, you can not only show your ads to those actively searching for you by keyword, but you can also re-target your online audience to keep their attention once they have landed on your website or have engaged with your ad. Meaning, that once an online user has visited your website, the recurrence of your ads being shown in their search engine results and related results can sky rocket. Your ads will even show up on other sites that your targeted potential customers are visiting, when you leverage Googles display ad network. This can allow your business to remain seen by those who are familiar with your website or branded image helping to turn those that are seeing you everywhere online, into new customers.

Secondly, paid searches gives you measurable results. In several forms to be specific. For example, paid search ad analytics don’t just display the success of your ad, but also show your strengths and weaknesses in regards to your search terms, target times, exposure, keywords and your return on investments, or ROIs depending on the parameters you have setup in your campaigns. This kind of variable-specific reporting can help you to better mould your advertising themes and strategies around your strengths while working to improve your weaker points.

One of the biggest aspects of any advertising campaign is your reach and exposure vs action and analytics. With paid search ads, you can get the best of both worlds when it comes to your target audiences and return on your investment. Unlike other search options, using a paid search strategy can give you both local and global exposure, with a highly targeted approach so that you're not wasting time talking to the wrong people.

In Conclusion

Using a paid search strategy such as Google AdWords is a great way to expand your business’s exposure, as well as to monitor your success on a more specific scale while generating real results that show on your bottom line. To ensure your advertising reaches its maximum success, it is important to monitor what works and to remove what doesn’t. This type of advertising also allows you to use trial and error (or rather A/B testing) to tweak your strategies with little financial penalty. When reviewed frequently this A/B testing can expose the golden key to unlocking the advertising success that will truly grow your business.

If you have any questions about how you could integrate paid search advertising into your business’s marketing plan, don’t hesitate to give us a call at 705-252-4180. At 3SIXTY Marketing Solutions, we strive to find and provide you with the results-driven strategies that help you grow your business specifically, because we know a shotgun approach or a set it and forget it marketing plan doesn't have the return on investment you deserve.

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Barrie, ON   L4N 9P6

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