Why Use Paid Search Marketing?

There are a lot of reasons to use PPC search marketing.

Paid search marketing, or pay-per-click (PPC), refers to the internet marketing model where advertisers pay a fee each time one of their ads is clicked.  These paid ads usually appear alongside, above and occasionally below the organic listings on the search engine results page.  These paid ads are identified by their labels ‘sponsored links’ or sponsored results’ which make it clear to users that they are, in fact, paid for ads and not part of the search engine’s organic listing.

Ranking high in the organic listing is the ideal, because users view organic results as impartial, and organic results are free.  Users trust organic results, and therefore, will always click on organic listings before paid ads.  But optimizing a page to rank high in organic results can be difficult, and consistently receiving a high and sustainable ranking takes a substantial amount of effort and time.  Therefore, there are a lot of reasons to use PPC search marketing.  Here are just a few:

Generate traffic while you’re waiting for your SEO to kick in:  it can take several months to get your site to start ranking high in organic SEO search results.  PPC ads can get your site in front of your customers immediately.  Time without traffic to your website is a missed opportunity for your online business.

Highly targeted ads means a better chance of conversion:  your paid ad will only appear in front of those users who have prequalified themselves by typing your chosen keywords into the search engine.  Instead of broadcasting your message to the masses, you only pay for your ad when a prequalified user clicks on it and is taken to your site.

Full financial control: you are in control of how much you want spend on a particular campaign, there is no minimum spend.  You set the maximum amount that you are prepared to pay per click for each ad.

Testing, tracking and tweaking on the fly: there are tools that allow you to run real time comparison tests to see how differences in your ads affect your click through rate.  As well as, a host of reporting options to track your campaign(s) performance.

Improve your reach: You can target different keywords to those you rank for in the organic search.  As well as, you get to select whether you want your ads to appear on the search engine’s own site, or their advertising affiliate sites, or even specific affiliate sites of your own choosing.

Harbord Associates can help your organization set up, and manage your PPC campaigns.  We will help you build a relevant keyword list, and apply different match types that will make the keyword work harder.  For more information visit our website.

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