There are many reasons why customers click on pay-per-click (PPC) ads, but new research suggests that they may turn to certain web pages over others because they directly answer their search queries and provide relevant content.
Clutch, a US-based consultancy focused on developing B2B programs, conducted a survey of 506 B2B marketing experts. At least 33% of respondents click on paid search ads because they directly respond to their search query.
Paid search engine marketing, such as PPC
Advertising, is not the only form of search marketing. Businesses jordan email list 814427 contact leads should also invest in SEO services to improve their organic search rankings.
In fact, PPC often serves as an effective complement to SEO services, providing analytics that your business can use to inform your long-term search marketing strategy.
At least 77% of respondents said they are confident that they generating qualified industrial leads with content marketing can recognize paid search ads over organic ads—and that they prefer to click to learn more about a company’s business offerings. That’s why marketers need to keep B2B buyers’ search intent in mind—and, most importantly, understand that the myth that ads are overshadowed by organic content links isn’t necessarily true.
Marketers and the Benefits of PPC Ads
While shoppers may recognize PPC ads versus organic ads, that doesn’t stop them from clicking, according to previous research.
According to Clutch, 75% of respondents believe that these ads usually make it easier to find information about companies.
Only 19% of customers said they clicked on a paid ad because it had an appealing headline, description or image.
Use keyword research to create relevant search ads
Your search marketing strategy should start with understanding how people use search engines to find information online. The most basic element mobile lead of search marketing is the keyword.
People search for keywords that reflect their interests: solutions to business challenges, how to find a social media expert, the missing step in a recipe, or a football team’s next opponent.
With keyword research tools like Google Ads, you can determine:
- Frequency at which people search for a keyword;
- Competition for a keyword;
- Average bid price for a PPC ad for a keyword.
With keyword data, you can format your paid search ads and website content to directly appeal to your target customers based on the terms they search for.
Keyword research also provides insight into people’s purchase intent, or how likely they are to make a purchase at that time.