The process of paying for advertising by using Google Ads (and other search engines for that matter) is typically referred to as SEM (Search Engine Marketing). The definition provided for SEM on Wikipedia is:
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimisation (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
Most people are already aware that the first few listings on the SERP are ads … which should come as no surprise given that the word ‘Ad’ actually appears in front of the result. What may be surprising to some is that these ads are viewed by most of your potential customers in exactly the same fashion as the organic listings below them. This means that having your landing pages appear as ads against your desired keywords makes users much more likely to click through to your website.
What does a higher click-through rate (CTR) mean for you? More leads of course.
On average, over 40% of clicks go to the top 3 paid ads on the results page
Visitors arriving at your site through a paid ad are 50% more likely to purchase than through an organic listing
Over 75% of people that search for something local from a mobile will purchase that product within a single day
Less than half of all small – medium businesses actually invest in paid advertising on Google
Put your business in front of customers with Google Ads
Google Ads is an extremely effective marketing tool. it provides an exceptionally fast return on spend and allows you to specifically target your potential customers.
As with everything though, there are right and wrong ways to conduct your SEM. You can throw dollars into online marketing and you will get customers, there is no doubt about that. But what does your cost per acquisition look like in that case?
At Paramount we will work with you to identify, develop and refine your customer personas as well as relevant search terms for your business. Strategic targeting and well strategised campaigns will significantly decrease your lead costs and ensure that you start getting some serious bang for your buck.
Interesting facts about Google Ads …
- Google Ads can generate an almost immediate return on your marketing spend
- SEM will allow you to easily analyse and improve high-performing ads to gain more leads
- You can target advertising to only appear in front of potential customers and minimise wastage