What is paid search advertising and why is it increasing in popularity?

Paid search advertising is a way to attract more traffic to your site through ads rather than organic content. In fact, according to eMarketer, paid search has become the fastest-growing ad format in the e-commerce and retail industries. With more than 3.5 billion Google searches performed every day, most businesses and non-profit organizations understand the importance of presenting themselves to relevant search queries. There are several ways to increase the visibility of a website in search results, including search engine optimization (SEO) and search engine marketing (SEM or paid search).

SEO focuses on strategies to increase organic rankings and SEM uses paid advertising to display websites in search results. While both are fundamental assets for any digital marketing plan, paid search has its own set of advantages that are worth analyzing. There are several paid search platforms available, but Google Ads, formerly Google AdWords, is the most popular with approximately 65% of the market share. I've put together a list of my favorite benefits of paid search campaigns and some useful tips for carrying them out.

Over time, paid search advertising helps establish brand recognition in your target market. More potential customers will learn about your brand and what you offer. While they might not buy anything from you right away, over time, that brand recognition will build trust and help them get closer to a sale. When starting a new company, finding ways to grow your business is a top priority.

Many people are instantly turning to social media marketing as their preferred option. A PPC search campaign is a concerted paid search advertising effort, whereby a company pays an advertising platform to promote its brand, products and services. The search network offers advertisers a greater chance of generating direct conversions, making it easier to measure the performance data of your PPC campaign.

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