4 Ways Every Business Can Use Paid Search to Grow Their Online Presence

Paid search is one of the most effective ways for businesses on a budget to reach a new audience and increase sales conversions. Paid search does come at some expense, but the high conversion rate ensures that a company will receive a significant return on investment (ROI). What is paid search, and how can it benefit a business?

This article considers how businesses might use paid search to grow their online presence and generate new leads that convert to new customers and increase sales.

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What is Paid Search Advertising?

Paid search is a form of digital marketing, and it is a great way to get your products and services in front of your desired audience. Pay-per-click (PPC) is only one type of paid search; paid search is actually an umbrella term that refers to different kinds of paid advertising, including social media ads, display ads, and many others.

This type of advertising is most commonly associated with search engine ads on platforms such as Google and Bing. Companies can pay these platforms to have their businesses appear at the top of a search. For example, Google designates these by having a box with the word ad.

No matter what type of paid search you are using, you must have high-quality advertisements with well-researched keywords to ensure the desired results. It would be best to have a clear idea of your competition; otherwise, you risk wasting time and money.

You may find hiring an agency to handle your paid search advertising easier. A top Chicago PPC Agency will do the competitor and keyword research before producing a plan for your paid search advertising. They will write ad copy with these keywords placed within the ad to ensure it reaches the right people. 

Online users will see the ads while searching and be prompted to visit your website for more information or purchase an item.

Using Organic SEO and Paid Search as Part of Your Marketing Strategy 

Organic search engine optimization (SEO) requires time and experience to get it right. You want to create organic traffic, which requires correctly using SEO tools and tactics. If your efforts don’t generate the results you expected, you need to rethink how you are using SEO. 

We know that SEO is one of the most valuable tools for any business, but it’s essential to engage in different types of marketing. Paid search is very different from SEO in that it generates immediate traffic, leading to greater conversions. It essentially compliments your existing SEO strategy. 

Paid search should be a part of any business’s ad campaign. More than likely, you have searched for information online and then later seen ads related to your search on your social media page, that is, paid search. It is a way to target potential customers by focusing on their interests.

Four Ways Every Business Can Use Paid Search to Grow Their Online Presence

     1. Place Pay-per-Click (PPC) Ads on Search Engine Platforms

A business (advertiser) will pay a publisher for every click their advertisement receives. These ads show up in the search results for specific keywords, and you have complete control over the title, description, and URL link in this ad.

Agencies usually test a variety of ads before settling on the best ones for a particular business or product, and this type of paid search can produce immediate results. But it’s important to track results and adjust the content or targeting of the ad to increase leads and sales. With this in mind, you need to research the market and then write concise and compelling advertisements that will outrank your competition on the search engines.

     2. Invest in Display Ads on Highly Relevant Websites

Display ads are ads on websites that your audience will most likely visit. These ads can be text, images, or videos. For any business that wants to create authority and stay relevant, display ads can deliver a considerable volume of traffic and awareness in a very short period.

     3. Re-Targeting Previous Site Visitors with Paid Ads

You have probably visited many websites without making a purchase. This happens frequently, and re-marketing is a way to target/re-target those who may have recently visited your website. Ads are displayed based on the user’s history.

Some agencies use cookies to increase the effectiveness of this approach, and re-targeting, in general, is known by marketers as an affordable way to take advantage of low-hanging fruit. If they have visited your site once, it shows that they at least have some curiosity about your products or services.

Studies show it’s much cheaper to nurture your existing audience than trying to attract the interest of an entirely new audience.

     4. Use Social Media Ads to Reach Your Existing Audience

Social media ads are another type of paid search advertising that can prove highly effective. The potential reach and conversion rate for these ads is immense because businesses can reach their target audience without anyone searching for a particular product or information.

You might know this type of approach as outbound marketing. Outbound marketing is an advertising approach where you provide potential customers with a solution whether they performed a search query or not.

There are many ways to approach social media ads. Rather than targeting a new audience, expert marketers often recommend targeting your existing followers to gain as much traction as possible. They are more likely to be interested in what you have to offer.

Final Thoughts

Paid search is not a one-off marketing plan; while you may see quick results from your effort, your online traffic will decrease as soon as you stop. Paid search is not just a short-term strategy but rather a long-term way to generate leads, conduct more sales and increase your return on investment.

Where and how you spend your advertising dollars matters, and paid search can be an excellent option. Paid search is a practical approach to growing your online presence and making the most of your advertising dollars. A Chicago SEO agency with experience in paid search advertising can help you with setting up a paid search ad campaign.