It’s February and love is in the air, along with snowflakes and a chill for a lot of people who are reading this. We are still early in the year, and it is a time for companies to reevaluate and think about their marketing efforts and how to gain new customers. Now is as good of time as any to embrace new marketing methods or engage in some of the up-and-coming trends or even old ones. We are going to review some sweet digital marketing methods that can help you grow your business this season and beyond. It’s time to fall in love with paid search advertising all over again, and help your ideal audience feel a pull to you and your business.
What is Paid Search Advertising?
If you use any type of digital marketing in your marketing strategy, odds are that paid search (PPC) is a part of it. Nowadays it seems as if you are not using paid search, you are the abnormality. As a business, paid search is one of the best ways to reach people who are looking to solve a problem (products or services they are in need of). With paid search, as they are searching, your business can come up and be their solution.
Paid search is a form of digital marketing where search engines such as Google and Bing allow marketers to show ads on their search engine results pages (SERPs). This form of online advertising is one of the oldest ways to reach people online.
Businesses can pay to have their website show up at the top of the search results. Paid search works on a cost per click (CPC) model, which means you aren’t charged until someone clicks on the link. Essentially, cost per click (CPC) is a digital marketing metric that measures the amount of money paid for each click in a PaidSearch marketing campaign. Paid search works to drive traffic to your website through relevant ads.
New Paid Search Trends
If you are like most businesses and have been embracing paid search for years, you may feel like it is getting stale; however, you couldn’t be more wrong. It’s time to fall in love with paid search advertising all over again, by embracing some of the new trends this form of marketing has to offer.
- Embracing AI: If your paid search marketing efforts do not embrace some form of artificial intelligence (AI), than you are missing out and not making the most with your advertising dollars. According to Search Engine Land, 59% of marketers who say they can’t live without AI have highly successful marketing strategies. 42% of marketers say they already trust AI to personalize content and offers in real-time. This technology helps to optimize, speed up, and improve many different marketing tasks, ultimately improving customer experiences and driving more conversions. AI can make a difference in your digital marketing efforts by predicting consumers behaviors and providing a very personalized experience for them based on their online persona, process large amounts of data and make patterned based predictions around it, easily identify valuable leads and choose when and how to communicate to them, and more.
- Getting Social: Having a paid search strategy that is only focused on search engines is no longer enough. Over 55% of the world’s population currently uses social media. That number fluctuates here and there as users come and go. These numbers indicate that 9 out of 10 Internet users get online to get “social”. The average amount of time in a day that users spend on social media is about 2 1/2 hours. People generally sleep around 8 hours a day, so these figures suggest that people spend roughly 15% of their time awake using social media. These numbers show that you need to be where your customers are, and that includes on social. This means that you should start focusing on ads for social media platforms, as well as search engines. Facebook and Google are still the leaders in paid advertising but you should look to expand your horizons in 2023.
- Targeting Your Audience: If you want to fall in love with paid search advertising all over again, you really need to embrace your audience and those people who you are trying to reach. We have said it time and time again that your ideal audience is key to your business’s success, and knowing who those people are, how to reach them, and what messages to send them can really help to elevate your success. Targeting your ideal audience is extremely important in paid search advertising. Audience targeting allows you to specify things like the age group or household income that your business or product or services is targeted at. You can even set ad preferences to exclude audiences that you don’t think your services appeal to. Using specifics, allows you to target keywords and demographics to create extremely relevant ads.
- Voice Search Optimization: Voice search is changing the search engine marketing game. To optimize your website and search engine marketing campaigns for voice search, you need to change the marketing strategy and keywords that you have become accustomed to. To accommodate for voice search you should use natural language, and phrase things in ways that people speak using multiple-word keyword phrases. 58% of searchers use voice to find local business information (Search Engine Land), and that number is only expected to grow. Embrace it, and ensure your company will be found.
When it comes to falling in love with paid search advertising all over again, there are always trends and methods that are changing, so you should never get bored with this form of marketing. Stay in the know of current patterns and embrace them. The beginning of the year is a great time to reevaluate your marketing strategies and spice them up a bit.
You likely aren’t looking to be an expert in paid search, that’s what you have people like Water Bear Marketing for. At Water Bear Marketing we are experts when it comes to advertising, including PaidSearch.
Water Bear Marketing ensures that you can reach 99% of the places that people search online. We provide tracking of results through phone calls, online sales, and form submissions. Our proprietary technology helps us to proactively make adjustments to our client’s campaigns to drive more leads and sales. We use our proprietary processes and technology to track and improve your results. With our PaidSearch product, our goal is to generate revenue for our clients that meets or exceeds their exceptions.
Contact us today to schedule a free consultation.