What is Paid Search?
Paid Search is one of the most popular and widespread methods for digital advertising nowadays and a major strand of PPC, or Pay Per Click Advertising. It refers to the use of text ads on major search engines like Google, Bing, Yahoo and AOL. It is also known as SEM, or Search Engine Marketing. Currently, Google Paid Search is the leading platform for Paid Search advertising, with over 3 billion searches processed daily. Google’s market share keeps expanding from year to year and the surge of searches continues to grow exponentially. Thus, it is now becoming indispensable for any business online to use a combination of SEO and SEM in order to maintain and differentiate their market presence.
For Google, Paid Search ads feature on SERP, the Google Search Result Pages, as part of the Google Search Network (Map, Shopping etc). Ads contain basic business information and CTAs, calls to action. The advertiser has the liberty of selecting relevant keywords, crafting engaging text ads, targeting audiences by several variables (gender, age range, location, and device type), setting their preferred budget and tweaking all elements of the campaign at any point of time. The most popular metric measuring the bidding is CPC, or Cost Per Click, and it is the foremost choice for producing sales. The Cost Per Click could be anything from 50 cents/pence to a few dollars/pounds. Alternatively, businesses which want to focus on creating greater brand awareness and maintaining their reputation, can use the CPM model, or Cost Per Impression, which charges the advertiser every time a user sees their ad.
Quick Facts about Paid Search
- Google processes 3 billion searches daily.
- Internet users only glance at your ad for 1.17 seconds, which means you need to create an incredibly compelling and engaging copy.
- 61% of CMOs consider paid search an efficient marketing tool.
- Combining SEO and SEM boosts the likelihood of lead generation by 25%.
What You Will Gain?
Paid Search is the fastest and – when executed sharply and competently – the most cost-effective way for a business to appear as the top result on Google. Interestingly, few people pay attention to and recognize the difference between an organic and paid search result. A 2016 Ofcom survey discovered that only 49% of Internet users could distinguish sponsored content on Google, thus implying that your business would most likely enjoy the same level of credibility in the eyes of the consumer.
Paid Search advertising presents new and greater opportunities to your business in every moment. The mere array of benefits is excellent, including highly granular targeting within consumer segments, quick execution, measurability, optimization flexibility and cost-effectiveness. You can create campaigns targeting a new set of micro-audiences and a type of mobile devices. Paid Search is even more crucial and strategic when targeting mobile users, because the limited screen space favors sponsored results over organic ones.
Where Campaigns Fail
The potential money-sucking traps in Paid Search advertising are many. A poorly designed, inadequately managed and insufficiently optimized campaign can waste a great amount og money, ending up in negative ROI and lost business opportunities. Way too often, companies are caught by surprise by the complexity and scale of Paid Search advertising. They fail to select the right experts and to create a viable, waste-proof strategy that captures the long-term goals of their marketing strategy and brings those goals to fruition.
Furthermore, this advertising tool favors companies which can invest a larger budget, anything from three to five-digit numbers. Online competition is fierce and expert know-how becomes an exceptionally fundamental resource. Additionally, Google keeps rolling out new features and upgrades to Google Ads, thus advertising on their platform requires not only a considerable investment and expert faculty, but also ongoing time and attention. In fact, your Paid Search campaign needs a review and optimization at least once every 24 hours. Companies often lack operatives and teams profoundly expert in PPC analytics, thus wagering their budget in the chase for desired results.
Why to Trust MaYoMo?
Our MaYoMo experts possess unrivaled expertise boasting a track record of seven thriving years on the market and over 400 successfully realized campaigns. We have sought out and retained the best talent in PPC marketing. Each of our clients receives personalized attention and support from a specially allocated Google certified specialist. We excel in and place emphasis on every vital area of Paid Search marketing: management, optimization and analytics.
We review and optimize each campaign daily and use a highly efficient set of proprietary tools for testing and targeting, analytics and optimization. Our campaign strategies are devised for at least six months ahead, thus ensuring a solid foundation for proceeding ahead and reaping the ultimate benefits for your business. Ultimately, however, our primary focus remains on ROI optimization and helping you achieve your goals as a business. At the end of the day, we know what you measure success by.
We never pause our learning. We stay fresh, hungry and curious.