In today’s environment where budgets are tight, every dollar spent on advertising is evaluated with careful attention. Done correctly, a well-crafted paid search advertising campaign will allow you to target potential consumers who are specifically searching for the products and services your business offers.
If you haven’t given paid advertising much thought, or you’re reluctant to try it, it’s worth considering the online benefits of this form of marketing. Sensis senior manager SEO Kavit Shah talks about how paid advertising can help grow your business.
1. Visibility and exposure
Paid advertising means your business’s products and services will gain visibility on search engines such as Google and Bing, says Shah. Competition for visibility within search results is fierce, which is all the more reason why you should invest in order to stand out among the crowd.
2. Target the right audience
Paid advertising is a sure-fire way to get the right sales message in front of interested buyers through optimised ads, says Shah. The adverts displayed within search engine results can be changed, edited, tested, optimised and tracked to boost their success. Then you and your marketing team can figure out which particular arrangement of ad text and key phrases are the most effective.
3. Measureable traffic
With paid advertising impressions, the click-through rate and the cost-per-click (CPC) for every keyword is tracked and measured. Since results can be recorded accurately, and you can track a number of metrics including costs, profits, views, clicks and visits, you know how much you can afford to buy beforehand, says Shah.
4. Convert customers
Take advantage of the ability to drive people through to custom pages that are designed to convert visitors into buyers thanks to effective call-to-actions (CTA), explains Shah. The simplest examples are ‘Buy now’ buttons or a link that enables a user to ‘Find out more information’.
You don’t have that much space in your ad to communicate your message, so it is important to be succinct and very clear. Let your audience know exactly what you want them to do.
5. Jump on holiday trends
Paid advertising means you can now purchase ads for instant visibility during special events, says Shah.
For example, a florist can boost their online sales by purchasing ads to run in the lead up to Mother’s Day, or a bakery can buy ads in preparation for the busy Easter period.