What is Paid Search?
With paid search, companies pay a search engine company, such as Google, to appear in a prominent position on results pages for a specific search term. Search terms include one or more words. For example, keywords relevant to business professionals might be “leadership” or “innovation.”
Paid search ads are sold on a “cost-per-click” (CPC) basis advertisers pay only when a searcher clicks on an ad. Price per click is set based on the number of companies that bid for that term. Buying using a CPC model can help ensure better ROI from your ad spend. Paid search ads are usually used to drive website traffic and leads, but they can also increase brand awareness.
4 Reasons Why Paid Search Matters for a Business Professional
- 89% of Traffic from Paid Ads is Net New Traffic (1)
- 79% of marketers say paid search is “hugely beneficial” to their businesses (2)
- 27% of all web traffic comes from paid search ads (3)
- The average ROI from Google Search is $8:1 (4)
Most Common Search Methods for Business Professionals
Here’s how business professionals typically search:
- By Company Name
- By Industry Sector
- By Product Category (e.g., software, hardware)
- By Material Used (e.g., technology, resources)
- By Department (e.g., marketing, finance)
- By Management Styles (e.g., Agile, Lean)
Why Paid Search Works So Well for Businesses
South Carolina decision-makers look for opportunities to grow their businesses every day. Your ads reach them just as they are seeking information! Effective paid search starts with analyzing the most popular terms for reaching businesses . You need to find search terms that:
- Appeal to the type, size, and location of South Carolina business that you wish to reach
- Have enough search volume to ensure there will be results
How to Create an Effective Paid Search Program
You can buy paid search ads using self-service tools on Google and Bing. But unless you have a lot of experience, it’s better to get professional help. With Paid Search, spending money is easy, but getting great results is tougher. Finding an expert helps safeguard your marketing resources.
To get the best results, find a search program leader who knows the South Carolina business market. They will have a big head start finding the correct terms for your brand and will be best at focusing on terms that attract true business opportunities.
Paid Search Tips and Tricks for South Carolina Businesses
Today’s search ads give manufacturers many more opportunities to capture attention:
- Explore Optimization Options: Google can automatically set your campaign and optimize performance to drive the most clicks and website visits, the most leads, the most purchases (if you have an e-commerce site), and the lowest cost per action.
- Include Phone Numbers: Include phone numbers in your ads to drive calls from people who would rather connect now than wander on your site.
- Try Responsive Ads: Instead of writing a few complete search ads, you can submit lots of brief statements and messages, and their algorithms will test thousands of combinations until they find the mix of headlines, copy, and links that is most effective.
- Include Extensions: Google lets you add more text and links to your ads. You can include these “extensions” to specific sections on your website, special items, customer reviews, and more. Extensions increase both the number and quality of clicks you receive.
Remember that 6 out of 10 searches on Google are made on mobile phones. Take the time to develop great ads for small as well as large screens.
Get in Touch
At SC Biz News , our mission is to help companies do more business and grow the industry. If you’d like more ideas and insights on making Paid Search work for your business, get in touch with one of our marketing experts by filling out the form below.
(1) Wordstream 2021
(2) Hennepin, 2019
(3) SearchEngineLand 2019
(4) Google 2021
Copyright © 2024 BridgeTower Media. All Rights Reserved.
Most Popular
Comments / 0