Paid Search Advertising (PPC):
Why You Need It

Should you invest in paid search advertising (ppc)? Yes. 93% of online experiences start in a search engine. And, 75% of people believe paid search ads make it easier to find the information they’re looking for online. Businesses make on average $2 in income per $1 spend on Google Ads. 

Here are four additional benefits of paid search marketing.

1. Track Your Goals
   While goals may vary depending on the business, tools such as Google Analytics allow you to measure the success of your paid search goals. Monitor your paid search ads performance in real-time and modify your strategy for effectiveness.
2. Gain Rapid Exposure
   Get your brand in front of people and speed up your website’s visibility with paid advertisements. Platforms usually approve ads within one day, providing immediate exposure.
   
3. Reach Target Audience
   Pick the keywords you want your ad to show up for and how much you pay per click. PPC ads let you target specific demographics, so you reach qualified prospects.
4. Experimentation
   Test two different PPC ads to see which performs best over time and gain audience insights. Learn about prospects, campaigns, and ROI on ad spend. Then tweak your ads for the most cost-efficient gains.

What is Paid Search Strategy?

A successful PPC strategy requires a lot of thought and planning before you create a paid ad. You have to research keywords, find relevant terms, sort those terms into ad groups and campaigns, and create an optimized landing page.

Google, Bing, and other platforms reward more unique PPC campaigns with lower cost-per-click rates. When your ad and content are relevant and useful to customers, Google charges you less money per click, which increases your profit margin.

It is important to know the basics of a quality paid search campaign. Here are some basic things to keep in mind.

Start With a Goal

Like any marketing campaign, you’ll need to know what you hope to accomplish with your PPC campaign to get started. Common goals include:

• Generate leads
• Increase sales
• Brand recognition
• Drive conversions

Select Keywords

Keywords are the backbone of your search marketing campaign. Spend some time researching keywords and related search queries before creating your ad. Once you’ve selected your keywords, you can pick a match type preference. Match types include:

• Exact Match: Keywords match precisely with a search term
• Phrase Match: Exact keyword phrase included within a search query
• Broad Match: Keywords match synonym of search term or words are in a different order
• Negative Match: Prevent ads for queries including keywords but suggests different intent

Create Ad Copy

Now that you have set your campaign goal and selected your keywords, you can begin writing your ad copy. The basic format of a PPC ad includes:

• Headline: Include your keywords in the headline
• Description: Discuss benefits and have a clear Call-to-Action in the description
• URL: Create an optimized URL (yourwebsite.com/Keyword)

Avoid using exclamation marks, all caps, and misleading statements.

Extensions

Google Ads allows you to include extensions – an additional link that gives supplementary information on your business. Common extensions you can choose from are location, call, and app extensions.

The main benefit of extensions is to increase the click-through rate of the ad headline since the ads are more prominent in search results.

Ready to get started with Paid Search?

Paid search advertising can be a valuable tool for small businesses. Due to the complex nature of PPC ad campaigns, many businesses choose to partner with a trusted PPC ad agency to help create and maintain their paid search ad campaigns. 

Connect with your prospects at the exact moment they are looking for your product or service with a paid search campaign. From keyword research and bidding strategy to copywriting and targeting, New Path helps you work smarter, not harder, so you can get found online.

Whether you are looking to improve brand recognition, generate leads, or increase sales, New Path has your back, so you grow into the future. Ready to start maximizing your advertising investments? Contact us today or view Our Services to learn more about our offerings.