Why is paid search important for digital marketing?

Paid search is a crucial component of digital marketing, and it plays a significant role in driving online visibility, traffic, and conversions for businesses. As digital marketer we love Conversions.

What is paid search?

Paid search is a type of online advertising where you pay a designated amount to showcase your business website on a search engine result page (SERP) when a user inputs particular keywords or phrases into the search engine. The ads you craft are exhibited on the SERP to guide user traffic to your website. Usually, the payment is base on either the number of clicks (cost per click) or views (cost per impression) your ads receive. This advertising method is commonly known as Pay-Per-Click (PPC) advertising.

Both paid and organic results can be found on search engine result pages, but they are presented in distinct positions. For instance, Google, the dominant search engine, showcases paid listings at both the top and bottom of its result pages.

If your Organic rankings are not performing optimally, utilizing PPC advertising becomes a favorable choice. Paid search serves as a potent tool and resource, enabling you to elevate your business's visibility on the internet. If you haven't yet ventured into paid search, now is the opportune moment to do so, as your competitors are undoubtedly capitalizing on this valuable tool.

Why should you invest in paid search?

While SEO also increase your online presence and traffic for your website. Paid search measure return on investment paid search campaigns offer detailed analytics and reporting tools, allowing businesses to track the performance of their ads. This makes it easier to measure return on investment (ROI) and make data-driven decisions to optimize future campaigns.

Paid search provides immediate result, unlike organic search engine optimization (SEO), which takes time to show results, paid search can provide immediate visibility. This is particularly beneficial for new businesses or those launching new products/services.

Paid search also help to reach a wider audience and shorten the customer journey. When contrasting PPC advertising with alternative channels such as organic, social, or email, it provides the benefit of reaching individuals who may not be familia with your brand. The scope extends beyond your established customer base, allowing you to target a broader audience. With paid search advertising, you can broaden your outreach to engage with potential customers and prospects. Furthermore, the majority of tasks, from research and campaign creation to ad writing and monitoring key performance indicators (KPIs), are streamlined within the advertising platform.

How do companies such as “Booking.com” use paid search?

The steps for Paid search campaign has a seven steps process.

The first step is location setting, which allow you to choose where your ads are shown, including the countries, zip codes, or cities where you want your ads to appear. These settings are typically set to where your company is based or where customers can get your products.?

Next step is keywords. Choose the keywords that are most relatable to your business and brand awareness. Performing keyword research will tell you what keywords consumers in your market are looking for, and which ones are the most effective. You can learn popular key words by using Google keywords.

The third step is match type, Exact match, broad match, and phrase match. Using exact match meant your ad groups would only appear to users when they searched your exact keyword phrase. Broad match is the match type that will reach the widest audience. Phrase match offers some of the flexibility of broad match with the control features that are similar to exact match. Your ad appears only when a user has a search that includes your keywords in the exact order you enter them.

Step four is creating the ad. Make the ad distinctive and engaging.

Next step is bids. You can set a different bid amount for each keyword and keyword phrase. Paid search platforms will give you a guide on the amount you should bid for each keyword, but the choice depends on you.

Ad extension is the next step. This provides more information about your company such as pricing, location, site links, and phone number, can be shown with your ad on different search engines.

The final step is ad launch and payment. Advertisements usually become visible within a few hours, enabling you to promptly assess the outcomes in your paid search accounts. You also have the flexibility to halt your advertising campaigns whenever necessary, whether to facilitate new promotions or cease ongoing campaigns. Although billing structures may vary slightly among different paid search platforms, the overall experience is likely to be similar across all of them.

Summary

paid search is a powerful tool in the digital marketing arsenal, offering a combination of speed, precision, and measurable results that can contribute significantly to a business's online success.