The Power of Paid Search

Paid Search - what is it and why should a digital marketer invest?

By definition, paid search is a form of digital marketing where search engines, such as Google and Bing , allow ads to show on their search engine results page. For example, if you search into Google: "Lawn mowers," there will be multiple ads for different kinds of mowers that the companies paid to have placed at the top of the search results page so you can click on those models and shop right then and there. Often times, these advertisements will follow a pay-per-click model which means the business that runs the ad will only pay the publisher every time the ad is clicked on. This is a great way to get your brand's name out there without being too interruptive. It also allows people who actually WANT to view your products the opportunity to do so which often will create more conversions than pop-up ads for example.

A digital marketer should invest in paid search because bottom line, the company most likely will be spending money regardless on search engine optimization but what if it is a brand new company and they won't be in the top 10 search results for a while? That's where PPC comes into play - you can pay to get your name out there by being the first result on Google which means searchers will be directed to your site and hopefully made into conversions.

Bing and Google Ads - what's the difference?

Being the world's most popular search engine, Google accounted for 86.6% of the global search market while Bing took 6.7% . Even though these numbers are on opposite sides of the spectrum, it would not be wise to count out Bing advertising for your firm. Here is why:

• Bing offers a lower cost-per-click and cost-per-acquisition rate over Google
• Bing provides keyword research tools to identify effective keywords and keyword bias
• You can have multiple ad accounts: This happens when you own more than one business, are an agency monitoring accounts for other businesses, or wish to market your products in multiple languages and countries.

Generally, the organization of both Google and Bing are equivalent except for the third and final bullet point provided - with Google, you can only have one ad account.

How can Bing ads be used as part of a digital marketing campaign?

As previously stated, it wouldn't be wise to count Bing out of your PPC platforms.

• Using Bing to optimize keywords, location, device type, audience targeting, shopping, and so many more features will allow your ad campaign to be a success.
• Not to mention, Bing allows the import of previously set up campaigns from Google so the process of another set up doesn't need to take place.
• It is also easier to organize ad campaigns since there is a limit on the number of items allowed at the customer, accounts, campaigns, and ad group levels.
• Optimizing keyword bias is crucial for achieving a high rank on the SERP while not overpaying.
• You can use bid and traffic estimation to optimize your bid placement.
• Finally, you are able to monitor and adjust your campaigns as needed.

Recommendations for an MBA Program in the PNW

In the photo above, I simply Googled "MBA program PNW." Notice how the first three results are advertisements? That's because these programs chose to take advantage of paid advertising by using the steps I have previously touched on. If Western Washington University specifically wishes to optimize their search results, it would be wise to first establish clear goals.

The goals in this scenario are to increase awareness and applications to the program.

In order to achieve these goals, Western could capitalize on the aspects Bellingham alone has to offer such as the diverse landscape, a great atmosphere downtown, the Bellingham Bay, sunsets over the water, a welcoming community, etc. In order to do this, the MBA program could set aside a budget as to how much they are willing to spend on bids for keywords. The program could use the keywords above to bid on, which describe WWU, in order to appear top of the SERP. That way, people are already looking for a specific aspect to an MBA program and they are simply looking at the area around the school.

To capitalize on Western's MBA Program for what it is, using PPC and location to target people who are already in the area might be a good move. It is difficult to compete with UW's Foster School of Business since it is the top ranked MBA program in Washington State. Yet, when I type in "UW MBA Program," Foster's School of Business is pushed down the list with paid ads by WSU and believe it or not, UC Davis's MBA programs. Western could be top results with those other paid ads that appear before the top ranked MBA school in Washington if they capitalize on radius targeting .

Needless to say, PPC advertising would be wise for any firm attempting to attract more visitors. I almost view paid advertising as you put in is what you get out. If you place more money into PPC whether that be bidding for keywords, audience targeting, research, or how much a firm is willing to spend on pay-per-click, you are likely to receive more visitors to your site. Specifically, using PPC for Western's MBA program might be a wise idea to achieve their goal of increasing applications and awareness.

Thank you for reading!