Why is paid search important to my business?
When it comes to advertising, paid search or SEA has one of the highest rates of return-on-investment (ROI) when measured against channels both online and offline. This is because of the relevancy associated with it. Search engines are now the directory where people go to find products and services. Since there’s an auction and advertisers compete on relevant keywords, they are able to get in front of a user who is actively searching for information on that topic. Because of this, paid search is generally referred to as a “pull” medium, helping your business behave like a magnet, as users trigger search engine ads by searching on Google, Yahoo, Bing, etc. As opposed to most other advertising such as banners, television, radio, newspapers, etc. is referred to as “push” media.