Google, Bing, and Yahoo! are just a few of the search engines used by billions per day. These searches give marketers insight into what users are looking for and where they want to purchase a product or service. Paid search advertising is a powerful way for any digital marketing strategy to drive ROI and brand growth. Paid search, or search engine marketing, matches keyword search bids with relevant advertisements in a very reactive way. By taking advantage of paid search networks, a brand can ensure that its website listing will appear at the top of the first page of the search engine result pages, leading to superior visibility. With so many resources easily accessible to today’s consumer and a hyper-concentrated competitive market, being visible is more imperative than ever. Paid search offers a competitive advantage that can significantly increase brand awareness, site traffic, engagement, drive conversions, and ultimately produce a positive return on investment (ROI). Pay-per-click (PPC) management provides insight into the performance of each consumer segment, how many users are engaging with a brand, and the user’s intent behind their searches..
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