Yea ok, smart Alec. The world isn’t about you. The earliest paid search ads started in 2005. It gained traction quickly, reaching over 100 billion searches a month. Over the years, Google has fine tuned paid search mechanisms, thus allowing for more accurate and advanced analytics.
Despite the potential in paid search strategy, many brand owners continue to reject it. The reason? “Oh, I never click on ads, ever.“
Bad news for you, brand owners. Just because you don’t click on them doesn’t mean the rest of the world isn’t.
Higher CTR
According to WordStream, 64.6% of people click on keywords with high commercial intent when they are looking to make an online purchase. This trend was more apparent in product listing ads.
Product listing ads on the side bar fare better as they provide product descriptions and images. Consumers have sufficient information to decide if the product is what they’re looking for.
For businesses without products to display, you may create text ads instead. They are Google’s default settings and are easy to set up.
It is not true that text ads will not fare as well as image ads. Ultimately, this depends on the nature of your business and your resources. If you’re offering a service in B2B industries, it is understandable that your clients will need a custom solution. On the other hand, if you’re selling sneakers, you’d want customers to cart out once they’re decided on what they want.
Unfiltered Ads
The other benefit of employing paid search ads is being able to deliver ads to keen consumers without being filtered. Unlike most other types of ads, paid search ads display only when certain keywords are used.
This means two things: consumers are paying attention to the ads and ads are highly relevant.
For a business selling flowers, their paid search ads should display for search terms such as “order flowers online”, and “local florist”. This will keep ads relevant to consumers.
Bonus tip: use a negative keyword list to filter out keywords that are irrelevant to your ads. Some irrelevant keywords may be “florist job”, or “how to plant flowers at home”.
Conclusion
There are multiple factors that determine whether someone clicks into a paid search ad. Common factors include personal search habits and search intent. For some cases, these ads receive clicks because they appear as the first “search” result.
Invest in a paid search strategy, people are buying into it.
