Is Paid Search Right for Your Business?
Is Paid Search Right for Your Business?
Before you dive into PPC, evaluate whether or not it makes sense for your brand.
As an entrepreneur, you’re probably familiar with SEO (search engine optimization). After all, it’s one of the best ways to boost awareness about your brand and collect new leads. However, you probably also know how difficult it can be to rank highly on a search engine results page organically. It takes time for SEO to start working its magic, and even then, the competition is often very high.
Pay-per-click (PPC) or paid search is one way you can bypass the complexities of SEO and increase the number of leads you get in front of. However, PPC isn’t right for everyone. Before you start spending money, you need to know how it can benefit you.
As the co-founder of an inbound marketing agency that offers SEO and paid search among other services, I’d like to dive into what paid search advertising really is and who it works best for.
What is paid search advertising?
Paid search, or pay-per-click, is a common form of advertising that allows businesses to pay to appear higher in search engine results lists. Because you only pay for each click, it can be very cost-effective.
However, with paid search, your PPC ads coincide with keywords. The more popular the keywords are, the more expensive a click will be. This means paid search can actually be very expensive for some brands.
Who should use paid search?
Many organizations will benefit from a paid search strategy. Not only can PPC ads help you get to the top of a search engine results page quickly, but it can do so without breaking your budget.
But PPC campaigns take a lot of time investment. They aren’t something you can simply set and leave alone. Because you’re bidding for that top slot, you need to stay active within the PPC marketplace to ensure you’re getting your money’s worth.
