Paid Search Marketing: The Strategy Behind Online Success

April 25, 2024

paid search management

For business owners who are ready to build their online presence, paid search marketing stands out as a must-have strategy. Paid advertising is by far the fastest way to drive relevant traffic to a website, find new customers, and get conversions. Platforms like Google Ads and other similar marketing platforms allow advertisers to leverage paid search ads and stand out (and above) the competition. Reaching the top of the search results ensures that potential customers, who are actively searching products or services, find what they are looking for. 

Google’s search engine results pages reach over 90% of internet users worldwide, making it a very powerful platform. Though it might seem like a simple flip of a switch to get ads performing well, there is quite a bit of strategy that goes into paid search advertising management to reach the right audience at the right time. 

Paid Search Marketing – In Real-Life Terms

Paid search marketing is also known as pay-per-click advertising, or PPC as advertisers usually call it. From the Google Ads platform, advertisers bid on keywords relevant to the products or services offered by a business and relevant to the target audience searching online. When users search on the Google search engine, ad’s for those products or services will appear prominently in the search engine results. Online users will see ads displayed as “sponsored” in the results. Every time a user clicks on an ad, advertisers will pay a pre-determined amount based on the bidding strategy used within the Google Ads dashboard. 

Pay-Per-Click!

Why Does Paid Search Advertising Work?

There are several different reasons why paid ads work as well as they do.

  • Prompt Visibility – Unlike some other marketing strategies like organic search, paid ads will show immediately after they are turned on. They can also show at the top of the search results quickly. Organic efforts (SEO) typically take time to build rank over competitors. PPC works a lot faster to get ads in front of an audience. 
  • Specific Targeting – There are a vast amount of options within the paid search campaign dashboard that allow advertisers to modify who sees the ads and when. Specifying demographics, locations, days/time of the day, devices and more can help get ads in front of the audience that has a higher intent to purchase a product or service. 
  • Measurability – None of these would be quite as useful if the Google Ads dashboard didn’t also allow advertisers to measure the performance of the ads. Once ads start, the dashboard collects enough data to help advertisers make educated and data-backed decisions to optimize the campaigns and improve performance. 

Paid Search And Successful Strategies

The probability of the success of paid search campaigns starts way before the ads are created. There are specific strategies used by advertisers to make a campaign effective, starting with the landing pages that ads drive traffic to.

  • Landing pages – Optimized landing pages for paid search ads is a crucial component of paid marketing. Without the right type of landing pages, ads can be limited and hinder the performance of a campaign. It’s important that each landing page is aligned with the ads messaging and offer top-notch user experience. Clear images, easy-to-read, and effective calls-to-action can make or break a campaign. Mobile devices drive a substantial portion of paid search clicks, with Google reporting that more than half of searches come from mobile devices. So providing landing pages that offer a seamless user experience on mobile devices is a must. 
  • Keyword Research – If the right keywords are being used, success is going to come. Keywords and keyword phrases are fundamental. Taking the time to identify the keywords with a decent search volume will help get ads in front of the right audience. 
  • Ad Copy – Ad copy doesn’t just tell your potential customers what a business is offering and why that particular business is the best. It is designed to generate clicks, yes, but underneath that intent is ad copy that is relevant and on-point – which helps improve paid marketing efforts. 
  • Bid Management – Keywords must be monitored for opportunity to adjust bids and control costs. While bids are being monitored, other metrics and leading indicators are analyzed to help improve overall performance. There are several different types of bid strategies within the Google Ads dashboard and some are effective for some types of services and products while others are not. It’s important to choose effective bid strategies to ensure the best outcome. 

Working With Professionals

It’s a cornerstone of search engine marketing. There isn’t another option that compares to the capabilities and reach that paid search marketing does. With the right strategies, business owners can build brand awareness, grow their companies, profit, and maintain a competitive online presence. Get Found First has an extensive knowledge of Google Ads for different types of businesses which means that our team knows which search engine strategies will work the best for you. Call us today to get more information about paid search marketing and how it can help you reach your business goals.

The probability of the success of paid search campaigns starts way before the ads are created. There are specific strategies used by advertisers to make a campaign effective, starting with the landing pages that ads drive traffic to.

  • Landing pages – Optimized landing pages for paid search ads is a crucial component of paid marketing. Without the right type of landing pages, ads can be limited and hinder the performance of a campaign. It’s important that each landing page is aligned with the ads messaging and offer top-notch user experience. Clear images, easy-to-read, and effective calls-to-action can make or break a campaign. Mobile devices drive a substantial portion of paid search clicks, with Google reporting that more than half of searches come from mobile devices. So providing landing pages that offer a seamless user experience on mobile devices is a must. 
  • Keyword Research – If the right keywords are being used, success is going to come. Keywords and keyword phrases are fundamental. Taking the time to identify the keywords with a decent search volume will help get ads in front of the right audience. 
  • Ad Copy – Ad copy doesn’t just tell your potential customers what a business is offering and why that particular business is the best. It is designed to generate clicks, yes, but underneath that intent is ad copy that is relevant and on-point – which helps improve paid marketing efforts. 
  • Bid Management – Keywords must be monitored for opportunity to adjust bids and control costs. While bids are being monitored, other metrics and leading indicators are analyzed to help improve overall performance. There are several different types of bid strategies within the Google Ads dashboard and some are effective for some types of services and products while others are not. It’s important to choose effective bid strategies to ensure the best outcome. 

It’s a cornerstone of digital marketing. There isn’t another option that compares to the capabilities and reach that paid search marketing does. With the right strategies, business owners can build brand awareness, grow their companies, profit and maintain a competitive online presence. Get Found First has an extensive knowledge of Google Ads for different types of businesses which means that our team knows which strategies will work the best for your business. Call us today to get more information about paid search marketing and how it can help you reach your business goals.

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