Using Paid Search To Accelerate Growth

Danny Rowe

May 11, 2022 . 4 minutes read

Accelerate Growth

90% of consumers say ads influence their purchasing decisions. As a business, you want to attract as many people as possible to your website, but you don't want to waste precious time, budget and resources on bringing in any tom, dick or harry. You want to bring in people who are looking for your business’ services and are already along the typical customer journey.

This is where you can utilise the power of Paid Search to accelerate the growth of your business, by appearing at the very top of search results on major search engines. This way, you attract high-intent, potential customers to your website where they can make an informed decision on completing the journey and converting on your website.

Google estimates there are 5.6 billion searches every day (yes, that is Billion with a B)

Your company can be one of the very first results they come across. Already giving you an upper hand on your competitors that may only be utilising Search Engine Optimisation. Although it is best practice to utilise both marketing techniques, the truth is that SEO takes time to work its magic. A PPC campaign on Google or any other search engine can help you drive immediate traffic to your page.

Using Paid Search allows you to deliver a range of highly targeted ads directly to customers who are already searching for your products or services.

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Types Of Paid Search Ads 

Traditional pay-per-click (PPC) text ads 

Traditional pay-per-click (PPC) ads are the most common ads businesses run to reach qualified leads. These are all-text ads that appear at the top of search results above organic listings — you’ll see an ad tag next to your listing.

Google Text Ad (Search)
Google Text Ad (Search)

These ads are excellent for attracting people who search for specific terms related to your business.

It’s a great way to get people to visit your site and check out your products or services.

Shopping Ads 

One of the most common types of Paid Search advertising is Google Shopping ads. These ads appear towards the top of search results and on the right side of the desktop.

Google Shopping ads have components like:

  • Product Photo
  • Product Name
  • Price
  • Brand Name

Each Listing can also have star ratings, free shipping offers, or other special offers.

Designer Clothes
Designer Clothes Search (Google Shopping Image)

The last type of Paid Search ad you’ll see is Google Local Services ads. These ads appear at the top of local search results. Google Local Services ads are reserved solely for service businesses looking to advertise to interested leads.

Local Ads for Electricians (From Google Search)
Local Ads for Electricians (From Google Search)

Unlike the other two types of ads, these ads don’t work on a pay-per-click basis. Instead, when you run Google Local Services ads, Google only charges you when someone contacts your business.

The Benefits 

There are many advantages to Paid Search marketing for businesses like yours, but here are just a few main benefits:

1. It Produces FAST Results.

Organic search engine optimisation efforts take time. No matter how optimised your content is for the search engines, you won’t start to see results straight away.

On the other hand, PPC ads bring immediate traffic to your site from the search engines. This makes Paid Search advertising a great complementary tactic to help support your SEO efforts.

2. Helps You Generate More Qualified Leads

One of the main benefits of Paid Search advertising is that it helps you bring in more leads to your website. More than that, the leads that are coming to your site from your Paid Search ads are more relevant.

With Paid Search ads, you are strategically targeting the types of consumers who are actively searching for your brand, products or services. This means the traffic you drive to your site from these ads is more qualified.

3. Super Budget Friendly!

Though it may seem counterintuitive because you are paying per ad click, Paid Search advertising can actually be budget-friendly. This makes it an ideal tactic for small businesses that are working with a limited budget.

Since you can target specific types of consumers and measure every aspect of your campaign along the way…

…there are plenty of ways to optimise your budget and boost ROI.

You can set budget caps, and the search engines will not spend more than you tell them to.

4. Custom Goals

You can take advantage of the previously mentioned ad formats and features to customise your ads to tailor different business goals, like adding a clickable “call” button to your ads to get more direct phone calls or using video ads to showcase your brand. Here are some common marketing goals that could work for your business.

  • Take action on your website
  • Visit your ‘brick and mortar’ store
  • Call your business
  • Install your app

5. Provides Measurable Results

Another advantage of using Paid Search marketing is that compared to traditional marketing methods, you can get accurate results in real-time at a click of a button. It helps businesses to track the results of their marketing efforts such as website traffic, conversion rates, user behaviour and types of consumers that visit the websites/apps. Find out more about how to effectively track your website here. 

Final Takeaways

Paid Search marketing can be a vital tool in your arsenal in improving your business's online presence and results. It helps to drive more traffic to your website from search engines and helps ensure that the traffic landing on your website is relevant.

Although PPC ads do require an investment, when implemented correctly, they can offer businesses like yours an attractive return on investment over time.

Due to the complex nature of Paid Search advertising, it can be difficult for someone with little to no experience to fully utilise the power of Paid Search.

Here at Statuo we can help set up, maintain and optimise Paid Search campaigns to generate your business with many qualified leads whilst keeping it cost-effective.

Our PPC experts know the ins and outs of Paid Search ads and focus on developing ad campaigns that drive conversions.

If you’re ready to get started on your Paid Search marketing journey or are looking to accelerate your existing campaigns get in touch with us!

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