There are two ways you can generate more leads to your website. The first one is through organic search listing and the second one is through sponsored ads on search engines such as Google. In recent years, you may have noticed that sponsored results are taking more of the search engine results page. Search for a keyword on Google right now. The first three links on the results page will be mostly sponsored ads.
That does not mean that you should focus more on paying for online ads on Google. The fact is, organic searches still get more clicks compared to paid search. However, it is important to understand how people use keywords to search for the information they need. Before putting your money in pay-per-click or PPC advertising , you have to know the behavior of your customers in search engines.
What Are People Looking For?
In a 2018 survey, people said they are clicking on paid ads for these four reasons: to answer a search query, because it mentioned a familiar brand, because it appeared on top of the search results, and it has a compelling title or image. About 33% of the survey participants said they clicked on the ad because it answered their query. This means people are using search engines with intent. They are looking for specific information they want the search engine to provide.
But the seriousness of the intent also affects the effectiveness of the keywords. People who look for generic information won’t likely click a paid ad about it. Those who are looking to buy something may want to click on a paid ad provided that the link is from a reliable source.
Basic Information Keyword Searches vs. High Commercial Intent Keywords
Although organic searches trump paid ads on Google search results, that’s only for basic information keyword searches. This search refers to random facts that people want to know (and not buy). Some examples of basic information keywords are “social marketing,” “choosing jewelry,” and “schools near me.”
For businesses, they should focus on getting more hits for high commercial intent keywords. The intention of web users in searching for these keywords is to buy the products. An example of this type of keyword is “buy a robot vacuum.” There is already an intent for the web user to buy this product. The only thing a business has to do is to get to the top of the search engine results.
This is where paid advertising is winning over organic searches. People click on paid advertisements because they provide the information they need. In one survey, 64.6% of the people monitored clicked on paid ads when they are looking to buy an item online. In this scenario, paid search will be more effective than organic searches.
There is no foolproof formula for making online ads more effective. However, it pays to understand who your target audience is and how they are using search engines. This information will tell you how to reach them and how to make them react in a way that will benefit your bottom line.
