Not many people know what Paid Search Marketing is, for beginners, it is the process of gaining website traffic by purchasing ads on search engines. For example, when you search for a laptop on Google, the first three options are usually displayed in green font with an AD symbol next to it, these are an example of Paid Search Marketing. The ads are triggered by keywords, so whenever those keywords are entered in a search engine, it triggers and the ads become available.


To help highlight some of the advantages of Paid Search Marketing,  Direct Online Marketing gives us some Paid Search Marketing (Pay Per Click) Benefits:

1) Transparency

When it comes to marketing, most businesses are trying to find a way to maximize their exposure in marketing by spending less money. The great thing about paid search is that it can easily be measured by conversions. It will make conversions about the ad and each keyword so you will be able to know what is working and what isn’t working.

2) Geotargeting

Everything in marketing revolves around a target market and specific consumers you are trying to reach. Paid Search Marketing allows businesses to be able to target searchers based on their location all the way down to their: zip code, metro area, state, country, or a specific region. This helps businesses reach smaller populations that they are not able to reach other ways, so they use this way in able to reach all of the target markets they are trying to reach.

3) Control

The great thing about Google AdWords and Bing Ads is that you are able to control what keyword search triggers your ad and the physical location of the searcher as well as the time of day, day of the week/season, what device they searched on, the network, which ad position and so much more. The amount of control that businesses are able to have with Paid Search Marketing gives them every reason to use this to their advantage.

4) Pay Per Action

Pay Per Click (PPC) and Paid Search Marketing go hand in hand. PPC is the most common form of ad buy when it comes to paid search. The only time you have to pay is when someone clicks on that ad. In order for that to happen, the searcher has to type something related to your product and then look at all the options on the search engine and then choose your ad.

5) Free Exposure

The great thing about Paid Search is that the only time you have to pay is when someone clicks on your ad, but at the same time, you get to be at the top of the search engine so your company name and products are getting exposed. It is a great way for companies to be exposed even without having to spend a dime in some cases. This makes for Brand Awareness as well, just by consumers seeing your name when it comes to a product so they associate your company and brand with that product, its a no-brainer.


A great example of a company that uses Paid Search Marketing is Hewlett-Packard. Hewlett-Packard is one of the top information technology companies in the entire world. Whether you’re searching for a laptop or printer on a search engine, HP has a paid ad link at the top of the list. Even though HP is one of the leaders in their specific market, having a paid ad allows for their brand and company to be exposed to the people who aren’t as aware as the rest of the market. So for first time laptop or printer buyers who are looking for that product, HP will have their paid ad displayed at the top in order to create Brand Awareness and maybe even get the consumer to purchase their product.

Paid Search Marketing is a great way for companies to be exposed and may even come with little to no cost if no one actually clicks on their ad at the top of the search engine. I find it very valuable especially for companies and brands that do not have their name out there yet, so I highly suggest that businesses take advantage of this great opportunity.