Search Advertising Remains One of the Best Ways to Reach Customers

Every search can be considered a signal of intent, giving advertisers a massive opportunity.

One of the greatest things about the internet is that it gives users access to answers for nearly every question they have. Accessing information is as simple as navigating to a search engine and typing in an inquiry – really, any inquiry.

It’s this ease of use that has made search one of the most reliable digital advertising channels. Every search that consumers conduct can be considered signals of intent, giving advertisers a massive opportunity to put their brand names and websites in front of potential customers. This is why search engines are some of the most powerful marketing tools every created.

When it comes to search, one of the easiest ways to stand out is through pay-per-click (PPC) advertising, which allows advertisers to bid on certain search terms or “keywords,” so that sponsored listings will show up at the top of the results pages when users search for those terms. As the name indicates, the advertisers only pay the bid prices when consumers clicks on the ads.

It’s this combination that makes PPC both so popular and so powerful. The ads appear at the top of the pages in the moments when consumers exhibit true signals of intent. If they are searching for products, they may not necessarily be ready to make those purchases, but they certainly are looking for information. Advertisers whose ads appear at the top of the pages are in prime position to be the first pages that the consumers visit. Combined with the fact that advertisers only pay when consumers click the links and land on their pages, PPC is a clear no-brainer.

As with any kind of digital marketing, there are strategic ways of approaching PPC. Small and mid-sized businesses will need to determine which keywords are most relevant to their businesses and how much they want to pay to reach consumers searching for those terms. Some keywords can prove quite expensive, due to heavy competition. Local and SMB advertisers need to be aware of that. But there are also strategic layers that they can work to their advantage, including local targeting — helping to hone in on searches by consumers who are less likely to interact with their businesses.

Meanwhile, innovation is cracking open a whole new world of opportunity for PPC and nothing has made a bigger impact than mobile devices. The search ad market is forecast to grow by $19 billion by 2022 and mobile will account for 69% of that growth — $13.1 billion – according to Forrester research. The same research found that 57% of U.S. online users conducted searches on their mobile phones once a week, compared to 80% on desktops or laptop computers. Clearly, mobile search still has room to grow.

One huge reason mobile is expected to skyrocket is that consumers are now conducting searches on the go, while they are shopping or looking for places to eat. They are often taking immediate action after the results of these searches, creating a great opportunity for businesses that are nearby. These “near me” searches will likely define the mobile search segment over the next few years.

But there are even newer developments worth monitoring. The rise of interactive home assistants like Apple’s Siri and Amazon’s Alexa have kick-started a rise in voice search, portending a world of new PPC possibilities. As Search Engine Land points out, it’s too soon for voice search ad campaigns, but this is certainly a consumer behavior worth monitoring.

Regardless of what shape search technology and PPC ad campaigns take, Sound Publishing will remain at the forefront, offering PPC services to advertisers of all sizes, from multinational corporations to one-person small businesses. Our trained team can easily help advertisers get search PPC campaigns up and running and advise them on bid strategies to ensure that they are reaching consumers efficiently and economically. It’s simply a matter of advertisers deciding to which pages they’d like to drive traffic and determining budgets.




Talk to us

Please share your story tips by emailing editor@federalwaymirror.com.

To share your opinion for publication, submit a letter through our website https://www.federalwaymirror.com/submit-letter/. Include your name, address and daytime phone number. (We’ll only publish your name and hometown.) Please keep letters to 300 words or less.

More in Marketplace

Got your back: Tech innovations bring patients the highest standard of chiropractic care

From ‘party hats’ to powerful diagnostic technology…what to expect from a visit to the chiropractor

Best Pick Reports features a curated list of professionals, evaluated based on thousands of Seattle-area customer interviews.
For a successful home project, trust a professional guaranteed by Best Pick Reports

Free guide gives Federal Way homeowners a wealth of resources, and peace of mind

Discover 6 beautiful botanical spaces in this garden paradise

We know the Pacific Northwest is a gardener’s – and garden lover’s… Continue reading

Sign-UP! Give your message a boost with the right display

Way-finding, safety, promotion, decor…there’s a sign for that!

Helping people get back on track through the court process

Bail agents do far more than simply get people to show up in court, says All City manager/agent

Core Plus Aerospace launched my career

I’ve always loved airplanes. My dad is an engineer at Boeing, so… Continue reading

Retirement can look THIS good!

Start by choosing the right residence for your needs

Updating your kitchen is as easy as 1-2-3!

Transforming your kitchen countertops, backsplashes and cupboard doors can be done in a day

‘Mischief and mayhem’ take Centerstage in eclectic theater season

Save on season tickets for Centrestager Theatre 2019-20 performances

Comcast honors Federal Way student

Leaders and Achievers Scholarship Program awards $95,000 in scholarships to Washington students

Comcast Uniquely Positioned to Bridge Seattle’s Digital Divide

The City of Seattle Technology Access and Adoption study showed that more… Continue reading