One of the best ways to maximize the amount of internet traffic to a business website is to invest in search ads. Search ads are search engine results that are paid for placement on the search engine results page. Companies invest in paid search engine ads either when they are unable to rank for a desired search term organically or when they want their website to be listed for multiple listings on the search engine results page, occupying both the paid and organic spots.
Paid search engine placement can be a very worthy investment for many companies. For example, if a local plumbing company is unable to rank for the term “plumbers” organically, they may take advantage of paid advertising target features. When plumbing is searched, the local plumbing company will appear on the search engine results page for searchers in their area keying in the term, “plumber”. Although the ads cost money and there will be competitors, these ads are highlighted above the organic search results on the search engine page. Hence, there is a high likelihood that a business with a paid ad space will be clicked on by a potential consumer over non-paid sites. Many studies have proven this to be true.
Google recently conducted a study where they froze search ad accounts for several companies over a short span of time. Over 400 ads were chosen, which meant that an individual would not see those ads at all on the search engine page. A business’ website would still be available, but only as an organic result. Google then saw if consumers organically clicked on a business’ website from a search result. The study showed that the business website dropped in organic clicks compared to what the same business had when it had a paid ad. Quantitatively, Google showed that the search ads drove in 89% of the traffic to the website.
This demonstrates that even when a page is naturally ranked on the Google search engine results page, it can still be worthwhile to invest in paid placement, as the total volume of visitors does go down when only organic listing are available.