Why Should Paid Search Be Part of Your Mix? Digital advertising isn’t a novel idea. From Google and Facebook ads to sponsored content on LinkedIn, to banner ads on other websites, advertising online has been around for a while.
The importance of advertising in general, and of paid search in particular, has increased in the past few years. So let’s take a closer look at paid search. Why does it matter for your business? And what can you do to get the most out of your campaigns?
It’s Not Just for Retailers Anymore
Increasingly, Google is where people head to find information about businesses. And it doesn’t matter what kind of business it is—B2B or B2C, retailer or service provider—people are opening up a search browser to find you online.
Businesses of all stripes and sizes need to be easily searchable on Google because that’s where everyone goes to find the information they need about your business.
Paid Search is Taking Up More Real Estate
So you understand that having a presence on search engines, particularly Google, is important. But why not just focus on SEO and call it a day? Research has shown that the listings at the top of Google SERPs capture an outsized share of all web traffic. In fact, only five percent of websites found on page two of results get any clicks at all!
Paid search has always been an important tactic in any small business’ overall marketing strategy. But as the Google landscape continues to shift, it takes on an even greater significance. Following the advice above can help you to build out a paid search approach that facilitates lead generation and gets the greatest possible ROI.
(Source: Duct Tape Marketing)
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