Paid Search Advertising: What’s In It for You?

If you’re reading this, you’ve probably already heard about PPC. At the very least, you’ve most likely seen a PPC ad, given how prevalent these are.

For some, pay-per-click (PPC) advertising is a profitable marketing channel; for others, not so much. That said, success is not impossible to come by. The numbers show that PPC has worked for a lot of people and there’s no reason it shouldn’t work for you.

In this article, we’ll go through some dos and don’ts so that you can maximize the chances of PPC working for you.

Why should I care?

With PPC, you aren’t paying for impressions—you pay for clicks (as the name suggests). That is, you incur advertising costs every time someone clicks on your ad.

You don’t have to pay if no one sees your ad, and you don’t even have to pay if someone sees it but doesn’t click. This is great because you’re only spending money on users who are, at the very least, interested in what you have to offer.

Seeing an impression of a pay-per-click ad is the equivalent of being sent a letter, while clicking is the equivalent of opening that letter. There’s no guarantee that all opened letters will be read but it’s a step in the right direction for sure.


Pay-per-click ads on search engines are considerably more likely to be successful than banner (or display) ads. While this depends on the context of your ad, let’s break down a few examples of why this is true :

When people view your ad, they are looking for something

Banner ads are frequently put on what are known as content sites rather than search sites. People visiting content sites are looking at information rather than just looking for it. Through pay-per-click search ads, you are basically offering searchers answers to their queries.

There’s a common misconception that internet users do not like clicking sponsored ads. The data on Google AdWords suggests otherwise. While it is true that organic results receive more hits than paid results, the proportion fluctuates greatly depending on the searcher’s intent.

Ads are shown based on an individual’s search behavior 

If someone clicks on your pay-per-click ad, there’s a strong probability he or she is interested in what you’re advertising or selling. Unlike display advertisements, which may be targeted to those who have just viewed your site, search ads can be aimed at people who are ready to buy right now.

It should go without saying that search engines are an excellent platform for implementing intent marketing—or knowing what your customers desire at any given time—since they disclose a wealth of information about the user’s buying intent.

The advertisements are inconspicuous and not gimmicky in any way

The most important pay-per-click systems have policies in place to prevent the use of gimmicks and trickery. 

While roughly half of those who use the internet can’t discern the difference between sponsored and organic search results, if someone clicks on your ad, it’s still very likely that they actually intended to do so.

Because search advertising is non-intrusive and often informative, it is usually impervious to ad-blocking software by default. This makes them more appealing to marketers and gives them an indisputable edge over traditional display advertisements. Although AdBlock settings may be changed to stop search advertising, most individuals do not do so and allow them to run.

Having said that, it’s vital to note that pay-per-click advertisements aren’t always displayed in search results; they may also appear on content sites. While other PPC systems also do the same, Google is currently the key player in the content-matching market because its AdSense program makes running PPC advertising on a website relatively easy for practically any site owner.

It (literally) pays to be judicious

As we’ve said, while there are a lot of advantages to using pay-per-click ads in search advertising, there is still no guarantee of a return on your investment. There are also some risks associated with PPC ads, as shown below:

The competition can cost you

Search advertising is basically about landing on the top spots to get the most clicks and, potentially, the most conversions.

If there is a lot of competition in the business, the cost per click of advertising in the top slots might get rather expensive. On the other hand, if you don’t fight for those top rankings, your chances of converting sponsored search traffic are substantially lower.

Sustainability is an issue

Unlike other organic means such as SEO marketing, your success is heavily reliant on your ability to pay for the upkeep of your pay-per-click ads.

When you stop paying for search advertisements, your website’s traffic decreases. As a result, if you solely spend on sponsored search and not SEO, your efforts will not be long-term sustainable.

The bottomline

Pay-per-click search advertising is only one tool in your marketing toolbox. It can be extremely vital to your business’s success; nevertheless, you should avoid having a tunnel vision and believe that PPC is the only way to go. PPC may be helpful, but it is almost always not enough on its own.

If you’re having difficulties finding the right strategy for your business in Dubai, we at Igloo would be more than happy to assist you. Contact us and let us help you find what works for you.

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