Paid search is an effective form of advertising, if used by the right businesses with goals that align to what it can achieve. On the whole, paid search can work for businesses who are looking to generate sales, leads and awareness, so it is incredibly versatile. Alongside this, it provides a way to track campaign results with your business objectives in mind and optimise them in real time. So, let’s take a look at who this advertising can work for in terms of the goals and business type and why this is so.
When retailing online, it’s important to give users the opportunity to take a direct action or response. Using paid search allows you to do just this, sending your customers and audience to a specific webpage or having them call a specific phone number to undertake the action they had sought out to by searching online.
This form of advertising also provides measurability. Online commerce is heavily reliant upon performance statistics such as click through rates and conversion rates. Paid search provides you with all this information in real-time, allowing online retailers the opportunity to optimise campaigns as they run.
On the other end of the spectrum, we have those businesses who wish to increase brand awareness and who can also benefit from using paid search by being in front of the audience members who are searching relevant keywords. Not only is it generally cheaper than using more traditional forms of awareness advertising like TV, it can still provide you with accurate metrics around impressions and reach. Along with this, marketers are able to have complete control over their brand message when using paid search; this means that it can be altered for different locations, searcher intent and even down to cultural differences.
Any business trying to create leads can use paid search, it is not restricted to just ecommerce retailers. Offers such as free trials and quotes can reach a user when they are at that stage of the sales cycle where they may want more information, unlike if they were shopping online, where the sales process is generally immediate. It is also easy to measure the results of a lead generation campaign. Whether it be through conversion tracking or looking at click through rates, paid search can tell you throughout a campaign how effective it is been.
If you fall into any of the categories that paid search can benefit, you should be considering it as part of your advertising mix. While you can manage this activity on your own, it can be beneficial to use an agency who has the specialised knowledge and training to ensure you get the best results possible from your activities. Contact the 360 team today to see how we can help you on your way with paid search, or download our free eBook below which provides a further introduction to Google Adwords.