One of the foundations for a successful marketing campaign is paid search marketing. It has a lot of benefits: It helps you get seen by searchers on top search engines, which can drive more website visits, phone calls, and form fills for your business, and it can help increase brand awareness. Don’t let the cost associated with paid search turn you away; it’s worth the investment and can give you the chance to claim that top spot on search engines. Long story short: You shouldn’t ignore search advertising, and here are three reasons why:
1. It Works Fast
As a local business looking for ways to get seen on search engines, you have two options: Paid search marketing and search engine optimization (SEO). SEO is a highly valuable but oftentimes slow process that requires a lot of patience to see results of your website ranking high on a search engine results page (SERP). It’s a waiting game, and Google and other search engines often change their search algorithms to keep you guessing. Google makes multiple updates to its search engine every month, so there’s a lot that goes into good SEO, which is why it takes time.
Your best bet to improve your business’s visibility is a paid + organic approach that includes both SEO and paid search marketing. While you’re working on building up your organic presence through SEO, paid search marketing has you covered. Search ads give your website a boost to reach customers almost immediately (depending on your keywords and budget – some highly competitive keywords can take time or may be more expensive to bid on). And, you can use your insights from search marketing, like which keywords are performing best and where most of your search visitors are coming from, to improve your SEO by incorporating your paid search insights into your strategy.
2. People Search On-the-Go & Want Info Quickly
In the United States, 58% of all searches come from mobile devices. This means most people are using their smartphone to search for what they need. When you need information fast, isn’t it easier to reach for your phone that’s always next to you than search on your laptop? Don’t miss advertising for over half of your potential customers. Put your business in front of them while they are searching on-the-go by using mobile search ads.
Mobile search ads allow you to implement features also known as ad extensions, which give people more reason to click on your business by including all the things they are looking for: a call button, your business address, a link to your website, and more. Ad extensions add strong functionality to your mobile ad and help promote the important things that people want to find. When someone is out running errands and turns to Google to find a business like yours, they want to access your information fast, scan your content to find what they need, and be on their way to you.
3. You Can Control What Your Audience Sees
Paid search marketing ads are customized by you. Although you can’t control what’s in an organic listing, you can control how you advertise your business through text ads. This is a great way to boost the reputation of your business and increase brand awareness the way you want your business to be seen by potential customers. Text ads allow you to highlight what makes your business unique and encourages people viewing the ad to take action. By owning more space on the SERP, searchers are more likely to click on your ad, which will help improve how often your ad is shown.
Paid search marketing ads also let you show specific audiences a certain message. For example, if you’re a party bus company that also offers RV rentals, you can choose specific keywords like “RV rental” and “party bus rental” to create various ads that will reach different audiences that need your services.