Why Investing in Search Engine Advertising Makes Business Sense

By Shailesh Merai
July 02, 2020
paid advertising opportunity

Marketing on a tight budget can be stressful. Are you left wondering if your company is getting the highest possible return on your spending?

And marketing terms like CTR, CPC, or ROI, (which we’ll get to) can seem daunting. Paid advertising can seem too complicated to wade through but with some key insights, you can actually start creating impressive business results.

Your small business does not have to match the marketing budget of big brands. When it comes to strategic marketing, planning ahead with intelligent tactics will have your business competing to win in no time.

SEO is a Long Term

SEO stands for Search Engine Optimization. Driving traffic to your site through content, keywords, web best practices, backlinking etc., SEO is the organic, and increasingly complex, way to get ranked for keywords and build traffic.

Hard to rank on top pages for all keywords

High rankings on search engines for every keyword is increasingly difficult and expensive.

Well executed landing pages and strong content are great conversion funnels. However, if you do not get enough visitors to the page then your efforts have gone to waste.

That’s where Paid Digital Marketing comes in. For a small investment you can drive traffic to those landing pages and convert leads.

Three Main Reasons to Invest In Paid Advertising

Access to Big Data

Search engines and social media platforms have huge data on users.

They all offer many advertising options to accurately target your defined market.

Audience targeting focuses on specific user groups that make up your prospect definition

This method encompasses demographics: locations, ages, genders, and device types; in-market: users who have been searching for products and services like yours; similar audiences; re-marketing: users that have already interacted with your ads, website, or app; and so forth.

Then there is Content Targeting that works to best place your ad based on user interests.

It may not be vital for your business to be visible on the first page of search results if your ads are bringing in the ideal customers from other sources.

Keywords search campaigns, display & video campaigns, bidding strategy etc. target high-performance moments for the best results.

With so many channels and deep filtering available, your ideal customer is bound to see your ads and land on your site.

Drives Quick Conversions

Search engine advertising is both extremely cost-effective and a great way to drive conversions FAST.

Why does it work so well?

It’s simple: Customers are seeing ads for the items they’re interested in, when they’re ready to buy.

Many small businesses haven’t seen an opportunity for visibility to this degree ever before, and have been finding major success after taking advantage of paid marketing.

According to the Google Economic Impact Report: “For every $1 a business spends on Google Ads, they receive $8 in profit through Google Search and Ads.”

Making a 700% return on investment? Sign us up!

Measure ROI Easily

Speaking of return on investment, also known as ROI - all analytics from your ad campaigns can be closely monitored to ensure you’re getting the most for what you’re spending.

Track impressions, consumer behaviour and engagement, as well as the click through rate (CTR), and average cost per click (CPC).

Determine the ROI by your costs vs. the generated revenue.

Aim to further optimize your profits after every campaign by adjusting your ads according to the data presented.

Paid ads can kick start your long-term marketing goals as well. On average, brands see an 80% increase in top-of-mind awareness, according to Google. Any marketer will tell you, brand recognition among consumers is a major feat.

Paid advertising is a lucrative investment for small businesses when done well.

Take advantage of the opportunity to find your specifically targeted future customers to purchase your products and services today.

inbound-marketing

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