Paid search marketing (or pay-per-click PPC advertising) includes sponsored ads on Google and Bing search engines, plus display ads on the display network. Paid search provides a lot of flexibility in getting your advertising messages in front of prospects. Traditionally, text ads are displayed on search engine results pages based on specific search queries. In addition, display ads can be targeted to specific sites or demographics, and “retargeting” campaigns can display your messages to specific users after specified “triggers” are met.
Paid Search provides marketers with a number of great benefits, including:
Targeted Delivery. Ad messages can reach your target audience when they are looking for products, i.e. high purchase intent.
Limited waste. By utilizing the right “match types” in Google Adwords, you can ensure that your ads are only shown when searchers are searching for relevant products. Also, unlike other forms of advertising, you only pay when someone views your ad and clicks to your site.
Flexibility– Campaigns can be customized to be displayed in limited geographic areas, as well as only on specific days, hours, devices, etc.
Speed. Unlike SEO, PPC listings can usually appear in a few hours. You can be up and running advertising campaigns much quicker than other forms of advertising.
Control. Managed effectively, PPC allows control over messages, bids, position, placement.
Predictability. Traffic volumes, ranking, returns and costs tend to more stable and more predictable than SEO.
Branding effect. Tests by the IAB have shown that there is a branding effect with Pay Per Click, even if users do not click on the ad. This can be useful for generating brand awareness during the launch of products or major campaigns.
Targeted and Measurable Advertising
