Advantages of Search (Pay-Per-Click) Ads

Journey Based Advertising: Chapter Seven

One thing we know about search marketing, or PPC (pay-per-click), is that Google is king. 3.5 billion searches happen a day on Google – that roughly 70% of total searches around the world happening on one platform.

We’ve said it before & we will say it again: organic reach is shrinking – on an average organic post the reach is now as low as 2%.

People conducting a search in Google are looking for something specific and will click on the first result they believe is going to be the most helpful to them.


But what if the first four results for a search term are ads? This increases their chances of being clicked and lessens the organic results chances. Supplementing your organic SEO strategy with paid search marketing is crucial in making sure you are seen in search.

So, keeping that in mind, here are the top three advantages of Search Marketing:

  1. Profitable

    Google states that on average, advertisers make $8 for every $1 they spend on Google Ads.

  2. Appear First

    Advertising on Google appears first in the SERPs (search engine results pages). PPC ads will show above organic results in the SERPs, which brings us to the next benefit…

  3. Keeps you Competitive

    There is nothing stopping your competitors from bidding on your brand terms, pushing your organic results down the page. Having a brand term Google Ad brings you back to the top.

Paid advertising on search gives you the option to capture the audience in a more targeted way than in organic search alone.

We’ll be the first to admit there are disadvantages to PPC. Read our recent article to find out what they are.

Next Chapter: 08 - Remarkable Social Media Ads

Wednesday 29th April 2020

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