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Despite this, one of the common barriers to starting a search advertising
campaign is the cost. Business owners often have the mentality "why should I
pay for a visitor if I can get them for free?" While it's true that paid
search advertising means you pay for each click to your website; in many
cases these campaigns generate positive ROI (return on investment). It gives
your website greater exposure for keywords you choose, resulting in an
overall increase of visitors (and hence sales) to your site.
Paid Search Advertising offers some great benefits over traditional search
engine listings such as:
1. No pressure from algorithm shifts
If your website relies solely on traffic from organic search engine
listings, Google or Yahoo! algorithm updates could cause your site to lose
its listing and traffic. With a paid search advertising campaign, your site
would be unaffected and still appear next to relevant searches.
2. Guaranteed monthly visitors
Most paid advertising campaigns guarantee your business a steady flow of
monthly visitors. You don't need to rely on the fluctuating traffic
generated from organic listings.
3. Ability to target your message
Unlike regular search listings which feature a fixed title and description,
paid search advertising allows you to target your title, description and
even URL. You can create a targeted, eye-catching listing to improve
exposure and click-through to your site.
4. Ability to generate positive ROI
Many of our clients are generating positive ROI (return on investment) from
their campaigns. A recent example can be seen with our case study on A-List
Limousines (pdf)
5. Target specific regions
Paid search advertising also allows local businesses to target specific
geographical areas. Whether it's a certain city or whole state you wish to
target, you can create a personalized message and only have your Ads shown
for users in the locations you choose.
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