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Are You Getting Your Money's Worth for Paid Search Advertising on Google?

Apr 24, 2019 1:10:04 PM

Money-Google-Paid-Search

How widespread is the need for paid search advertising? In past articles, we've discussed, specifically, its efficacy for online retailers, but recent data shows that the popularity of paid search advertising goes well beyond that, providing opportunities for organizations across all industries.

Paid Search Advertising Reigns Supreme!

A recent report by WordStream shows that paid search advertising on Google Search Network is on the rise among small and medium-sized businesses, with many opting to increase their spend in 2019. The frequency with which these businesses--most outside of the retail field--utilize paid search advertising via Google Search Network tells us a great deal, especially when combined with the demographic information we have about those surveyed. It further gives us a sense of what these organizations can do to make sure that paid search advertising gets them their money's worth.

For each of the following, please share whether your advertising investment is increasing, decreasing, or staying the same in 2019, as compared to 2018 (WordStream; "The Online Advertising Landscape in 2019 [Data]"; 2019.)
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Let's Break These Numbers Down

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 The content of the above graph tells us a ton about the devotion businesses have to paid search advertising, but parsing apart the information can be a headache.

That's why we did it for you!

  • 97% of those surveyed said they were using Google Search Network to advertise.
  • An additional 2% said they planned to start doing so in 2019.
  • Of that 97%, 46% planned on increasing their spending on Google Search Network in 2019.
  • A mere 7% planned to decrease their spending.

It doesn't take a statistician to see that businesses are deeply invested in advertising via search engines, to the degree that the majority who don't already were planning to get in the game.

Furthermore, seeing that almost half of those surveyed wanted to increase their Google Search Network spending should hammer home just how valuable paid search advertising is.

It is additionally worth noting that the organizations surveyed by WordStream primarily fall under the umbrella of what we would call an SMB (small and medium sized business), which demonstrates the importance of paid search advertising to more modest organizations looking to grow. These are also businesses that don't have limitless resources to throw away on marketing efforts that fail to get them results.

Why Should I Care?

You should care because businesses are investing a great deal of money in paid search advertising, and it's fair to say that none of them want to see that money go to waste.

Unless your company is looking to toss money away, this applies to you.

As it stands, companies attend to this concern in a number of ways:

  • Perfecting their ad copy
  • Optimizing their keyword strategy
  • Better targeting their audience
  • Optimizing their bidding strategy

Unfortunately, despite all the effort businesses are investing in these (and other) techniques, there is one element that most of them are overlooking: guaranteeing that users land on relevant landing pages.

If your organization fails to pay attention to this, there's a good chance your paid search ads are costing you more, and causing active harm to your marketing efforts. 

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Are Your Paid Search Advertisements Letting You Down?

Businesses across industries are likely to have large and dynamic catalogs and site structures for clients to peruse, but--more often than not--those who click on paid search advertisements are looking for something particular, and they want to find it fast.

Whether it's a shopper looking for a specific product, or a client looking for specific information, individuals are all too often directed to a page not altogether relevant to their search query. Whether you've searched car insurance plans from a specific bank, diagnostic info from a medical site, or a specific clothing item from a given retailer, paid search ads that promise the requested destination but transport the searcher to an overly general or totally irrelevant page are far more likely to cause that individual to bounce and take their business elsewhere. 

What Is Going On?

While many search management platforms require campaign managers to manually update keywords and the destination URLs of paid search advertisements, the rate at which most sites are updated makes it impossible for those managers to keep the pace. When they fall behind, and are unable to update those URLs in sync with the changes on their website, paid search advertisements are more likely to improperly direct.

The bigger your site, the more likely your new visitors feel like this:

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For most businesses this means that clients are less likely to arrive on the most relevant page, and far more likely to become frustrated with your brand..

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For Every Problem, a Solution

Common as these issues are, they are not insurmountable.  Through AI and semantic technology are allowing organizations to say goodbye to these problems and develop paid search advertising that gives users the most relevant results at all times.

Through semantic technology, solutions, such as Vioby’s AI Component, help your search management platform identify customer intent and automate the process of dynamically updating paid search advertisements. As your site changes, so do the pages that clients will be linked to.

By making paid search advertising smarter through these transformative MarTech innovations, businesses that rely on paid search advertising are getting their money's worth--raising their conversion rates and growing their ROI in between 15% to 28%.

It's clear that every day AI and Machine Learning are making inroads to support MarTech/AdTech Solutions, and the result is only beneficial to the organizations who make the leap.

Ensure that your business reaps the fruits of your investment.

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Michael Darer
Written by Michael Darer

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