Why You Should Be Doing Paid Search Marketing [infographic]

If you're not using paid search marketing as part of your online marketing plan…..you may be missing out on a marketing goldmine.

I'm a big believer in Search Engine Optimization (SEO) and trying to build content that will help you get ranked in the search engines.  But I also believe that using a variety of online marketing venues to get your business in front of qualified customers is just smart marketing.

You'll get many diehard SEO's who will chide you for going the paid route, but the reality is, is that Paid Search Marketing or Pay Per Click Marketing works.  Sometimes it works really well.  Sometimes it works even better than ranking high in the organic search results.

A study conducted by WordStream, a search marketing firm, uncovered that most of the time organic search listing outperformed paid search listings, sometimes by a wide margin.  But it also uncovered that in searches with a high commercial intent (a search conducted with the purpose to specifically buy something), paid search listings outperformed organic listings in terms of clicks by a margin of 2.1.  This research was based on US searches and only with searches with a high commercial intent.

What does this mean?  Well, it means that when people are looking for information, organic search results win out most of the time.  But when searches are performed with the specific intent to buy something, paid listings can often times perform better than organic listings.

Why is this so?  Well, for one thing is that when someone performs a search for a specific product with the intent to buy, often times the organic listings have a mix of products, product reviews and even non related results.  This is ok for doing research, but may be frustrating when specifically looking to make a purchase.  Paid ads on the other hand, are usually only from businesses that are selling that specific product.  Only businesses that are trying to make money pay for listings, which in a way, is a good thing since it weeds almost all unrelated results since real money is on the line.

So my question is….if you're selling a product or service, doesn't it make sense to incorporate paid search marketing into your bag of tricks?  If you're not sure where to start, I wrote an article on several platforms where you can get started with paid search.  In the meantime, check out this infographic from WordStream that build a pretty good argument for doing some paid search marketing for your business.

paid search marketing infograghic


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CEO at 3Bug Media
Gary Shouldis is the founder of 3Bug Media, a web marketing company that helps businesses create 360 Marketing Strategies to dominate their market. His blog is read by over 20 thousand small business owners a month and has been featured in the N.Y. Times Small Business, Business Insider and Yahoo Small Business.
4 replies
  1. Alan | Life's Too Good
    Alan | Life's Too Good says:

    OK Gary,

    I’ll give it some more thought just because you wrote this 😉

    Do you use paid advertising then? How much does it cost you per month (if you don’t mind me asking – tell me in an email or not at all if you like – I’m just curious).

    I have really avoided any kind of paid advertising at all with my website so far, but I guess it just comes down to a question of numbers in the end (though my website is more business oriented these days, I don’t know things like LTV for example).

    – have an awesome weekend,

  2. Gary Shouldis
    Gary Shouldis says:

    Hey Alan,
    No worries…glad to share some info with you!
    I do not use any paid advertising for this website. I own a SEM company and have been involved in PPC/Display network advertising for several years now. I’m a certified Adwords specialist with Google as well as an agency partner with them.
    I currently manage about 15 accounts with spends from a few hundred to several thousand dollars a month. I’d recommend using paid search advertising if you’re selling something, not so much to promote a blog or website.
    Feel free to email me, maybe we can Skype sometime!

  3. Alan | Life's Too Good
    Alan | Life's Too Good says:

    OK I may well take you up on that Gary, thanks,

    one thing you should install on this site is the ReplyMe plugin – I can recommend it – it’s lightweight and makes sure your commentors know when you’ve replied to their specific comments – just a suggestion.

    I’m off on hols to France for 3 weeks but may ping you when I’m back if that’s OK?

    take care,

  4. Gary Shouldis
    Gary Shouldis says:

    Thanks Alan, I searched and couldn’t find the ReplyMe plugin in the repository. When I did a Google search for it, I found it but there was a notice at the top warning that the plugin has not been updated in over two years and may no longer be compatible with WP. I think they removed it from the search query.

    Enjoy your vacation and hit me up when you get back, maybe we can Skype. Cheers!

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