5 Reasons Why Paid Search Matters

| September 13, 2018

Paid Search is designed to help advertisers be found online when consumers are actively searching for their products and/or services.

Pay-per-click (PPC) advertising is an incredibly valuable (yet sometimes intimidating) business tool for many reasons. Also known as search advertising, PPC is designed to help advertisers be found online when consumers are actively searching for their products and/or services. For example, if someone searched for a “plumber in Miami” they’ll see an ad above the search results for plumbing services in Miami.

PPC is cost-effective and can be scaled to suit any budget. It’s flexible and can be leveraged on its own or in support of a larger, multi-channel campaign. It’s easy to measure ROI and track ad effectiveness. Plus, it’s highly targetable, based directly on interest and intent, which results in highly qualified leads.

Yes, PPC can be complicated at times – there’s a lot to take in – but the numbers show you can’t really afford to overlook or be intimidated by PPC. Here are a few of them.

High ROI
Google’s 2017 Economic Impact report shows that advertisers generally see an average of $2 of revenue for every $1 spent. It’s also worth noting that these are conservative estimates based on a large sample of clients. While results will vary based on the audience and overall strategy, you can generally expect a solid return on investment. This is largely thanks to nature of it — ads are served up based on keywords as well as detailed audience targeting, meaning your ads reach the people actively looking for the products and services you provide.

Greater purchase intent
Customers who click on PPC ads are 50 percent more likely to purchase than those coming to your business’ website through organic search. Paid search ads appear on the top of a search engine results page (SERP) — users are already most likely to click the first few results, and they can trust search engines to provide the most relevant ads for their needs.

Brand awareness boosts
By paying to place your ad above organic search results, brand visibility is automatically increased. Regardless of industry or business size, paid search can boost brand awareness by an average of 80 percent. When you have the right strategy and keywords in place, your brand will come up again and again during customers’ research and consideration phases.

Perfect for our mobile world
A little over 60 percent of all clicks on PPC ads come from mobile devices. This presents a couple of takeaways for marketers.
Ads need to be developed with mobile users in mind. Leverage tools that make the ad more useful, such as click-to-call functionality in AdWords.
The website needs to be mobile-first. This will ensure that customers experience as little friction as possible when moving through the website. Don’t undermine your PPC campaign by providing a poor user experience.

Location-based searches
Searches on-the-go has also led to other changes that businesses need to capitalize on, like the fact that users want to find solutions that are close to their location. A third (30 percent) of Google searches directly related to the user’s location and what’s nearby. Take advantage of local search tools (e.g., targeting and bidding based on location, utilizing local-focused keywords) to hone in on these audiences and provide local content.

About TEGNA Marketing Solutions
Remember when we said PPC can be intimidating at times? It doesn’t have to be. Partner with TEGNA Marketing Solutions and our certified specialists will build, optimize, and maintain your PPC campaign, designed to drive the most conversions at the lowest cost possible. We achieve this through our advanced optimization techniques, relevant ad copy, and industry best practices. Click here to get connected with TEGNA and learn more.

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