Paid search is a type of ad that is displayed on a search engine’s results page (SERPs), relevant to the service/product the customer searches for and what your business offers. The advertiser places ads on the SERP and pays for the engagement they receive.
Paid search ads work on a Pay-Per-Click model, which means that the advertiser will have to pay when someone clicks on it. It might seem absurd paying for every engagement but it’s actually the opposite. The customers will only come across your ad when they specifically search for the product/service that you offer, thereby giving you a targeted customer base.
A question most asked is ‘Why go for paid search ads if you can rank your website at the top organically?’. Well, SEO has its catch. It takes up a lot of time, effort, and knowledge. For newer websites in the game, it can be a daunting and tedious task to win leads simply through organic search rankings.
Secondly, Google’s PPC platform, Google Adwords, is actually designed to provide maximum ROI to everyone involved. It does this by rewarding the most relevant and optimized pay-per-click campaigns by charging very little for their ad clicks. So if you have a well-designed and optimised campaign, it is going to be a win-win situation for everyone. Google decides who gets to be on the search page by determining the advertiser’s Ad-rank.
To summarize, paid search ads can be very beneficial for your digital marketing campaign. If it is executed strategically, it can bring amazing results for your business. It is bound to bring valuable traffic to your website and can boost up your business, especially small-scale ones.
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