When implemented properly a paid search campaign can be an effective method of attracting new customers and repeat business, and offers the fastest way of getting to the top of the search rankings.

Companies can derive many benefits from paid search, some more obvious than others. Let’s take a look at a few…

  • It works for business of all sizes
    You don’t need to be the size of Tesco to benefit from paid search. Set the budget and bid rates according to your needs.
  • Immediate route to a targeted market
    There’s no need to waste time or money on untargeted media. A paid search campaign can be set up very quickly, and the whole idea of paid search is to match what the searcher is looking for with relevant organic results, and relevant ads.

    The more you bid the more visible your ad will be. Remember that search is demand-driven and non-intrusive. And a proportion of searchers will be actively looking for products and services to buy.

  • Highly measurable
    There is a lot of transparency in paid search, much more than in other media. Measurement for paid search is highly accurate, detailed, and is pretty much in real time. You can see exactly which keyword combinations and ads work best, and those that aren’t working too well.
  • Brand Visibility
    Think about that search on ‘car insurance’. Now, think about that expensive TV ad campaign that you’ve just launched. How about supporting it via a paid search campaign? PPC ads act as great signposts to help people find their way, having watched an ad and subsequently performed a search.
  • It improves your website
    Recent changes to Google’s paid search ranking algorithm has slightly complicated matters, as it factors in your ‘landing page’ as well as bid amounts to determine the placement of your ad. A poor quality landing page will reduce your ‘Quality Score’, and make it more expensive / harder for you to get to the top of the paid results. So by improving your landing page you a) improve the chances of converting visitors, and b) improve your Quality Score, and thus c) improve your chances of getting a higher placement for a lower fee. That’s healthy.
  • Repeat Business
    Customers referred from search engines tend to stick around for longer. Increase customer lifetime revenues via paid search! Attract those customers that use search engines to find – and buy – specific products. And then hold onto them!
  • Customer Acquisition - Targeted Prospects
    Search is demand-driven, so anybody referred from a search engine is hoping that your web page matches their search query. If it does, and you show them all the information they need to see, they may well become your next customer.
  • Credibility
    "Why aren’t you in Google when I search on ‘car insurance'?" Consumers expect big brand businesses to be prominently placed in Google, so what is the effect if you aren’t on the first page or two?

For more, see our Paid Search Marketing (PPC) Business Case, which outlines the reasons why you need a paid search strategy.

Graham Charlton

Published 4 July, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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