Internet users are served ads every time they open a web browser. If your ads are going to stand out, you need to know your audience, and you have to reach them in the right place with the right content at the right time.
This kind of laser-focused targeting is possible with paid search ads, which can target people who are already searching for a product or service and are ready to purchase. The powerful analytics available through paid search also allows you to continually optimize your creative, keywords and targeting parameters in order to increase ROI.
The top and bottom results on a search engine results page (SERP) are actually ads designed to mimic the appearance of the organic results. Advertisers can bid to have their ad featured when specific relevant keywords are searched. Yes, web pages can be optimized to appear higher on SERPs naturally, but it takes time and expertise to master Google’s ever-changing indexing formula. “Pay to play” is easier and faster than relying solely on SEO and helps level the playing field for small or local businesses.
Paid search ads use a pay-per-click (PPC) model, where advertisers pay a certain amount every time a user clicks on their search listing. The cost per click can vary greatly, from just a few cents to more than $100 in rare cases, depending on competition in the market and the quality of the campaign design. Luckily, you can define the maximum amount you want to spend to ensure that you don’t go over budget.
Making the most of a paid search campaign does mean actively monitoring your ad performance and refining accordingly. It can be a tricky and time-consuming process. When it’s done right, though, the results are absolutely worth it. Your ads will be lost in a deluge of internet advertising unless you take action to put them in front of the right people at the right time. With its hyper-specific targeting and wealth of analytics, paid search should be a key part of every digital ad campaign.
If you aren’t savvy with analytics and targeting, paid search can still work for you. Paid search professionals, like the experts at Belo + Company, can custom-build your data-based campaign strategy. Whether you need help with a particular part of the process or want to outsource the entire campaign, our team can fill in the gaps, leaving you to reap the results.
Find out what makes Belo + Co one of the top marketing and advertising companies in Dallas.