Search engines like Google offer advertising on their results pages, allowing you to jump to the top spot. There is a fee for this, but you only pay that fee when someone clicks on the ad and is redirected to your website or to a specific landing page created as a follow up to the ad. Even when your website is optimized for search engines, there are times that you’ll want to also use search engine marketing.
You want to increase targeted leads quickly
It takes time for search engine optimization to make an impact on search results. If your site has just been optimized, if you’ve launched a new website or have moved to a new URL (web address), you can generate leads faster by advertising, as these listings are guaranteed to appear at the top of the results right away.
You want to broaden or narrow your market area
There are times when you may want to change the geographic area that you serve. For example, let’s say you are a lawyer and want to focus on cases closer to home for a few months. You can increase local leads by placing search engine ads for searchers in your home community. This will help you fill your roster with local cases, without completely stopping your website marketing to the larger area.
You want to broaden or narrow your products or services
Using the example of a lawyer again, let’s say that you are well known for estate services, but want to attract a wider variety of work. You can place an ad that will show up whenever any of several key words are searched, such as “corporate lawyer,” “personal injury lawyer,” or “divorce lawyer.” You can also run ads like this during separate time periods, to get a better idea of what type of services are most sought after in your area.
Search engine marketing offers great analytics too, allowing us to track the outcome of each ad and to make changes, so you get the results you want.
Paid ads jump to the top of the results list.