What Is Paid Search Advertising and Why Is It Important?
Paid search advertising is the process of using paid ads to get higher on the search results page. By paying for the exact words you want to rank for, you have control over who finds your page. And better still, if no one clicks on your ad, there’s no need to pay. With careful management, this area of digital marketing can yield a huge ROI and bring growth. Digital companies turn to it at every stage in their journey because it’s cost-efficient, effective, and works quickly.
Organic traffic – generated through SEO – is great and paid search advertising should never be used as a substitute. But, when paid search advertising and organic search are used together, you get all the benefits of both long and short term search engine success. Paid Search Advertising doesn’t just apply to Google. Of course, there are also search engines like Bing. But with e-commerce giants like Amazon also entering the picture, the paid search advertising landscape is becoming even more diverse.
Through our e-commerce-consulting services, we can offer expert guidance on how best to optimize your paid search strategy.
What’s the Difference Between Paid Social & Paid Search?
You might have also heard the term paid social before and wondered, what’s the difference, or if they overlap? While both marketing methods involve paying to get your ads seen by customers, there is a key difference. The clue is in their names. Paid social is ads that are seen on social media. While paid search is ads that are seen on the search engines.
Both methods of advertising have their strengths. Paid social media marketing targets the type of people who might be interested in your product. These people are early in the purchasing process, but there’s a high chance of impulse buying. Paid search advertising puts your product or service directly in front of the people who want to buy it. These people have high intent to buy. But they may be comparison shopping so make sure your ad stands out from the rest.
A truly successful digital marketing campaign should have a blend of both paid search and paid social. With our expert help, attract customers actively searching for a company like yours.
Why Should Your Business Use Paid Search Advertising
Paid search advertising should form a core part of your digital strategy, here’s why.
Discover Customers With High Intent
When you use paid search advertising, you pay to get your ad in front of people using specific keywords. These searchers are actively looking for a company like you. By using high intent search terms and creating ads that stand out on search engines, you get them straight on your website.
Reach a High Percentage of Searchers
Google has a monopoly on search engine queries. With a market share of 86.6%, it’s still the number one place to advertise your business.
Get Fast Results
There’s no such thing as a quick fix when it comes to marketing. But, paid search advertising is probably the closest thing to it. After launching your ads, you should start to see results overnight. However, bear in mind that during this time, your ad team will be monitoring your performance to find the optimal ad mix. The big BIG results, might not come until a few months down the line.
Experiment with A/B Testing
Ever deliberated over which piece of copy to use on your website or what caption to use on social media? Paid search advertising allows simple A/B testing so you don’t need to choose. Discover which product name is most effective. Find out if your customers are more attracted to clickbait or descriptive ads. See which types of words are most effective, and then use them throughout the rest of your advertising.
Analyse Your Performance
One of the biggest draws of paid search advertising on Google is the unrivalled analytics the search engine giant provides. The measurable, trackable data gives you a clear picture of just how your ad campaign is working. No more guesswork.
Our paid search ad successes
Our Paid Search Advertising Services
Already have a PPC campaign running? Let our expert ad team analyse your performance and give you a full health report on what’s working and what’s not. We then use that to create a plan that’ll get you the best ROI.
Search Term Strategy
High intent search terms are the key to search engine success. Essentially this means the words that people type into the search engine when they’re ready to buy. Our expert team will create a strategy of search terms that are low cost and high value to bring you the results you deserve.
No one wants to click a boring ad. But sadly, most Google ads are text-only. Our team of copywriters will create enticing ads using the power of words.
Google Shopping Ads
Google shopping ads are image-based ads that appear at the top of the search engine results page. These highly enticing ads show the price and can encourage a customer to click through to your website and buy.
Selling products on Amazon? The e-commerce giant is probably the world’s second-largest search engine — and probably the biggest when it comes to shopping. Most Amazon sellers know that you need to use SEO to sell on the platform. What most merchants forget is that you can also take advantage of paid search advertising. As well as helping you with Amazon SEO, we can also assist you with Amazon PPC to make more sales on the platform.
Get a dedicated campaign manager to run your full paid search campaign. This entails everything from your audit to search term strategy, ad creation, and monitoring. By constantly monitoring the performance of your ads, we can pivot when we need to, test different advertising methods and create a high-performing ad campaign.
paid search advertisingfaqs
SERP is the abbreviation for the Search Engines Results Page.
Anyone can set up their own Google Adwords account. But you’ll need to watch more than a few YouTube videos to really get to grips with the platform. Our ad experts have years of experience and have learned what works and what doesn’t. By putting your ads in their hands you’ll yield a higher ROI than you could get on your own.
Search ads are the ads that show up directly on the SERP. Display ads, on the other hand, show up on partner websites. A well-known example of a Google display ad is YouTube ads.
Although Google is the big dog, we also run your ad campaigns on smaller search engines like Bing. Ads on these platforms have a lower cost per click. Yet the search engine has 34% of the desktop search engine market worldwide. By ignoring these niche search engines, you’re essentially ignoring a huge chunk of customers and a low-cost marketing opportunity.
PPC stands for pay per click which is ads that you pay for after a customer clicks on it. This covers a whole range of ads like display ads, social ads, remarketing ads, and more. Paid search advertising is specifically the paid ads on search engines.
Essentially, paid search advertising is a type of PPC.
Ready to Take Control of Paid Search Advertising?
Paid search advertising is often ignored or looked at as old fashioned. But, the truth is, this is still a fast and effective way to get your brand in front of more people and make sales. Don’t go alone. Get our expert help for a fully monitored ad campaign.
London-Based & UK Knowledge
Fat Fish Marketing is a homegrown digital agency with a global mindset. No matter what your size, we can help you get exposure – locally, nationally, or internationally. We have digital marketing agencies in London and Newry, Northern Ireland, but we serve clients across the UK and Ireland.
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