The biggest advantage of paid search is the appearance of your company at the top of the search engine results page. While it is always possible to improve your organic search strategy to rank position 1 or position 0 with a featured snippet on the SERP, the paid search guarantees this. This is all the more true for mobile devices, where a smaller screen means that more and more properties are getting sponsored results.
Several surveys have also shown that many searchers cannot tell the difference between paid and organic search results. No difference in the willingness of the searchers to trust organic search results compared to paid results.
When you’ve invested enough, PPC is the fastest way to get to the top. If you’re familiar with the platform, you can set up a PPC campaign in less than an hour and immediately appear in the sponsored results.
Tracking is much easier with search engine marketing too. You no longer have to play with ads that you have paid for in advance in other media, and you can hardly measure how successful they are. Paid search allows you to track all of your ads, keywords, and earnings for better ROI. This also means that an advertiser can test campaigns much more easily.
All of this, along with access to the websites and products of the affiliate networks of the individual search engines and the ability to plan advertisements and determine specific locations and times, makes paid search an integral part of your marketing strategy.
If you have a small business, a tight marketing budget, or just don’t want to go to bed with the big search engines, you can still make significant progress with organic marketing.
Even though it looks like marketing is becoming more and more “pay-to-play”, there is a lot to be gained with a clever strategy for organic marketing, be it SEO (Search Engine Optimization) or social media campaigns.