Paid Search can help other areas of online and offline marketing channels for your business. For example, let’s assume that you have a business that sells outdoor furniture and you decide to start a search campaign to advertise your products. When an individual clicks on your ad in the search engines for the keyword “outdoor patio chairs”, he will land on the page that sells outdoor chairs and then decide that he wants to purchase five of them.
This is great because not only did that get tracked as a conversion, but you now have valuable customer information that was collected, such as their phone number and email address. That information is great to collect, especially if the customer opted-in to your newsletter. They can now be added to an email list where you can market products to them in the future. In this instance, paid search helped the email-marketing channel by adding a great prospect to the list, while generating immediate revenue and profit through paid search.
Control Brand Messaging
Paid Search allows you to control your brand messaging that you would like people to see when searching for your brand. For example, let’s say that you’re having a clearance on certain products on your website and would like to sell these items to customers. Using paid search, you can add in messaging, call outs, and site links to deliver that message to people who search for your brand name. This will notify them of the clearance and take them directly to that page so they can shop clearance items right away.
One great way to leverage paid search is by taking the insights that were learned and applying them to other marketing channels. For example, paid search can help your search engine optimization (SEO) efforts in a number of ways. One way is by utilizing your paid search keyword data to conduct proven SEO keyword research. If you know what keywords are driving conversions, it would be wise to include it in your SEO strategy.
The data collected from a paid search campaign is often underutilized. Reports from the search engines allow you to see what keywords users are searching for your products and services. Retrieve data from the search engines on gender, age, and parental status. You can then view performance breakdowns on each demographic to view who your customers are and allows you to target these customers. Utilize this data across other marketing channels to create targeted campaigns that lead to enhanced performance.
Fun Fact: 64.6% of people click on Google Ads when they are looking to buy an item online! (Source: Wordstream)