Paid Search
In principle, Paid Search is a simple tool. Users can query a search engine which, together with natural (or organic, or editorial free of charge) results, provides a series of sponsored advertisements. When users click them, investors who published them pay, typically on a click basis. Hence, some definitions have been developed referring to Pay per Click or Keyword Advertising, that is, different ways to indicate the same tool.
That may look easy. But the history of online marketing is full of campaigns where investments exceed the relevant financial returns (ROI). In fact, sometimes people purchase very expensive, high-ranking positions, without wondering whether:
- the clicks they purchased will turn into customers showing a good conversion rate
- it is possible to optimize keyword, ads, and landing page relevance, so to obtain higher ranking for the same price per click
- the target could be broken down in socio-demographic groups, so to concentrate clicks on one’s target audience
- It was possible to integrate the Paid campaign with some SEO activities, so to position special keywords on free results
- It was advisable to support a Search campaign through a Display promotion, by enhancing the brand’s perceived value, with a view to increasing post-click actions
- It was better to leave one’s ads appear in mobile searches, or within Yahoo! or Google partners’ web site contents.
Paid Search is an exact science. At Mamadigital, Search Marketing is something more and different from buying thousands of keywords and monitoring their return in terms of traffic, conversations and bookings.
It’s one of the main online Marketing channels, which develops thanks to its integration with other digital ads and analysis tools, and the commitment of one of the most innovating and motivated European teams.
Would you like to know more?Contact us.
