Some companies still hesitate to invest in search engine marketing under the impression that paid ads don’t have an impact on purchasing behavior.
After all, why pay for traffic when you can earn it with a well-executed SEO strategy, the thinking goes.
This view, however, is short-sighted. The value of SEM goes beyond establishing and fueling traffic, leads and conversions. Even more important than the straightforward return on investment, SEM can serve as a valuable branding tool that can make your company and your products be seen as a leader in your industry.
PPC advertising should be seen as a launching point for your business to interact with search engine users. Since paid search ads are the first thing people encounter when they search, PPC ads are an excellent opportunity to establish a positive brand impression.
The most effective search marketing strategy is one that includes both paid SEM as well as organic SEO, according to a Clutch analysis of survey results on the reasons people click on paid search ads. PPC often serves as an effective complement to SEO services by providing analytics that your business can use to inform its long-term search marketing strategy.
Here the following branding benefits that accompany an effective search marketing strategy.
1. Establish brand awareness and authority
People respond to search engine results that are the most relevant to them.
One-third of people (33%) click on a paid search ad because it directly responds to their search query, according to the Clutch survey, while more
Read more here: https://marketingland.com/how-to-use-search-engine-marketing-to-build-and-strengthen-your-brand-264147