There are various types of marketing strategies. One of the more direct forms of this is search advertising, or simply search ads. Search ads allow you to display your paid ads amongst search results on various search engines like Google and Yahoo, directly. They save a lot of time and appear in front of the target audience searching for products or services in your niche.
This is a form of PPC, or pay-per-click, advertising where brands pay the outlet (like Google) when someone clicks on the ads rather than by impression. Before jumping into advertising, you have to know how search ads work in engines, like Google.
A few years back all the focus was on the keywords, but now it’s the intent behind the search itself that they look for. The basic process is still the same, priority over organic results for a certain amount of money. But Google ranks even these ads using their metrics, which are bids and quality scores. By matching your content to what the user wants, you can increase your scores and rank higher.
It might sound like a lot of work, but search ads are one of the fastest ways to drive traffic to your website. The difference between ads and SEO is that the latter takes more time. It is equally important but it takes time to show results. While PPC is a quicker solution. Although this is the basic reason, there are other advantages to using search ads.
So why should you use search ads?
- Measurable Results
As mentioned earlier, no matter how well-planned the SEO strategy is, it takes time for it to reap results. Search ads are faster, easier, and much more reliable in that aspect. At the same time, you can analyze every aspect of these results. Determination of cost per lead, the finance track, number of clicks; these are all measurable with PPC.
Initially, the user needn’t click on your ad just because it is there. But if your brand shows up in every search on the related field, it showcases how well established your brand is. This will draw the user to your website. Thus with proper ad management, your brand recognition will improve.
The only difference in the appearance during a search result is the small ‘Ad’ icon next to search ads. Most users would glance over this if it means they get the desired results. Thus there is no difference in identifying or differentiating it from organic results. In fact, search ads are placed above the regular results. Thus it’s the first thing the user sees.
Unlike intrusive ads that can be blocked using ad blockers, search ads are useful ones. This means that they are immune by default to ad blockers, this seems like a much better option than traditional forms of advertising like banners and pop-ups.
Thus search ads are a very effective method for advertising to your clientele at the very moment they need your product or service.