If you’re in business, you’ve probably heard of something called paid search advertising. Pay-per-click (PPC) advertising is one of the two ways you can bring traffic to your company’s website, with the other being search engine optimization (SEO). Both strategies can be used to bring more users to your website in hopes of making a sale. The different centers around one main factor: cost.
PPC advertising is where you pay for advertisements that display in the search results section of a search engine’s results page.
SEO, on the other hand, is where you boost traffic for free by making your website rank higher for search engine results through SEO best practices, such as compelling content, targeted keywords, and unique images.
Below, we’re going to cover the importance of paid search advertising and why you can’t afford to not use it in 2020.
What is paid search advertising?
Paid search advertising is the practice of purchasing sponsored ads that will be displayed in search engine results on a search engine’s results page. Popular PPC advertising programs include Google Adwords, Microsoft Advertising for Bing, and Yahoo Search Marketing. With PPC advertising, you pay a fee for each time a user clicks on your ad, and businesses bid on the placement of their ad.
When a user makes a search that’s relevant to your business and the keyword(s) you’re targeting, your ad will appear toward the top of the search page. For example, let’s say you own a cleaning service where people can hire a maid to clean their home.
You’ll probably want to be toward the top of the search engine results page when someone searches “cleaning services.” With PPC advertising, you can target this keyword and your company’s ad will be placed at the top of the page in the user’s search query.
Each time a user clicks on your ad, you will pay a small fee to the search engine, such as Google. However, it’s important to remember that the cost of your ad will outweigh the profits you bring in when someone lands on your page and makes a purchase.
Google also rewards businesses that make relevant ad campaigns by charging less per click if your ad campaign matches up with the keyword well.
Reasons to Use a Paid Search Platform
You’ll Boost Traffic Quickly
If you’re looking for results fast, PPC advertising is the way to go. With search engine optimization, results come slowly as it takes a while to reach the top results naturally.
SEO algorithms are also changing constantly, which makes it challenging to rank well if a new update comes out and your website drops in ranking.
With PPC advertising, you can receive help from a PPC consultant and bring in a steady stream of users even when Google and other search engines decide to roll out a new algorithm update.
PPC ads will bring traffic to your site immediately and will also help support your SEO at the same time.
You Can Collect Useful Data
PPC advertising allows you to collect useful data that will help you scale your business and increase your profits. With PPC advertising, you can see how many users are clicking on your ads, how much your ads are costing you, and how many sales you generate from your ads.
With this data, you can make changes to your advertising plan to further increase your leads and sales. You can also alter your budget to see what areas may benefit from more money and what areas should stop receiving funding.
You Won’t Break the Bank
Many small businesses have a limited budget, which means allocating a large sum of money to advertising might not be possible. Fortunately, PPC ads aren’t that expensive and you’ll most likely gain money from PPC ads than lose.
Google and other search engines also allow you to set budget caps, meaning they won’t spend more money on ads than you asked them to.
You’ll Gain More Local Traffic
If you’re a small business, you’re most likely trying to bring in local customers. With PPC advertisements, your products or services will pop up when someone searches for stores nearby.
Mobile PPC ads also display your company’s address and phone number, which makes it easy for users to find your store or give you a call. For example, if you own a local coffee shop, a PPC ad will put your business at the top of a search result when someone searches “coffee near me.”
Advertising is an essential component of running a business. Advertising helps increase brand recognition and inform people about the products or services you sell.
In today’s day and age, consumers are turning to their phones and laptops when it comes to finding and purchasing a product they need.
This is why you must find ways to bring traffic to your website. One of the best ways to do so is through pay-per-click advertising on search engines or even social media sites like Facebook and Twitter.