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.