5 Reasons to Use Paid Search for Inbound Marketing

What is Paid Search?

If you are at all familiar with Google, you’ve probably seen the sponsored ads that show up and the top of your search page. These ads are highly targeted and able to pinpoint fairly accurately the audience that will benefit most from the ads. As a marketer or business owner, this is a highly effective marketing method to get in front of your potential customers. We have come up with five great reasons why you should use paid search for your inbound marketing.

1. Reel in new customers with precision targeting

If someone is searching for a product or even doing light research, Google is tracking what they are interested in purchasing, the time of day they are searching, and the type of device they are using to search. With this information, you can select that group of people who are already looking for like products, when they shop, and how to reel them in with a great offer. As a company, you can place yourself at the top of that list of websites when a potential customer searches for a related keyword. Instead of being pushy, you are assisting the customer to make an informed decision.

2. Access a larger audience

Millions of people who will make a purchase will be online at some point doing research. With paid search, you can scale to target your precise audience from almost anyone in the world. Google Adwords, ads from the largest search engine, are seen by over 80% of Internet users!

3. Take the guesswork out of your decision-making

By looking at website analytics, previous campaigns, and data provided by search engines, you will be able to make educated decisions on how to improve your website, ad text, ad placement, etc. to get the highest return on investment.

4. Only pay for warm leads

Paid search is sometimes referred to as pay-per-click (PPC) marketing since you only pay for the clicks that you receive on the ad. If your ad pops up in front of a buyer who is not interested in your product, chances are they will not click and therefore you will not pay.

5. Provoke sales with paid search

Businesses make on average $3 in revenue for every $1.60 spent in search ads with the top 3 paid ad spots receiving over 45% of the clicks for a search page. This means that if you’re not paying to be in the top 3 link clicks, you’re missing out on a huge audience. There is a good reason that advertisers spend over $12 billion per year on paid search. In a recent survey, almost 50% of people couldn’t tell the difference between paid search results and organic results. As a business, you need to be at the top of the search page, or you risk missing out on a lot of potential customers.

Before you jump right into paid search, consult a paid search specialist to talk about your options and the best way to pursue a search campaign. There is a potential to waste a lot of money if your campaign is not setup correctly.

Do you have questions about building and executing an effective digital marketing campaign? Leave a question in the comments or contact us for more information.

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Kirsten Marshall

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