What Is Paid Visibility?

If you are a newcomer to digital marketing, I am sure you have heard colleagues throwing around terms such as paid visibility, white-hat practices, backlinks, and keyword ranking, with no hints as to how terms such as paid visibility work, or where they are used. Google Trends and Keyword Planner gives you an idea about competition, costs, and how likely it is that your brand can rank for (paid vs. organic) each of the search terms that you are targeting. With organic search, businesses use SEO to optimize the visibility or rankings of their website on search results.

The non-paid alternative

SEO not only provides an opportunity to fill up more SERP real estate with your brand, but a complete SEO strategy will enable your website to rank on more search engines and for more search queries, at little extra effort or expense. Search Engine Optimization (SEO) is the process of improving your websites and webpages visibility in the organic results of search engines such as Google and Bing.

The payed alternative

Paid search campaigns can be used to your advantage when done right, and they can purposely promote your business to the targeted audience. While you can leverage some of your paid search data into your marketing, and also into your SEO strategy, this provides the greatest value for your paid campaigns. While content marketing plays a part in paid search (after all, you have got to get users where you want them when they click your ads), content marketing is known for having a bigger effect on SEO.

Search engine marketing (SEM) involves buying traffic using paid ads, whereas search engine optimization (SEO) involves earning traffic using non-paid methods. While the industry term once meant both organic search activities like Search Engine Optimization (SEO) and paid, now it refers to paid search ads almost exclusively.

In paid search advertising, paid ads are displayed above and on the sides of the search engine results pages in order to achieve greater visibility and prominence compared with organic results. Paid listings, or ads, show up in the search results based on keywords that a marketer has targeted with these ads. Paid listings are highly relevant to your particular search, making them more likely for you to click. Although paid and unpaid listings are similar, people tend to prefer organic listings when they are deciding which ones to click.

Organic search results occupy the remaining 10 space in snippets on a page, but users must scroll past paid ads to reach top-ranking organic results. To get search results exposure through paid ads, you need to make buying ads a priority — unless your customers are all massive Bing fans, which is uncommon. Because search ads target specific searches and audiences, using them allows you to get your ads directly in front of people already searching for solutions similar to what you offer. Whether your company is newly launched, or is more established and looking to engage with some new audiences, both paid search ads and paid social ads are excellent ways to reach these new users and get them familiar with your brand.

How do paid visibility compare to non-payed?

Let us look at how these two tactics compare, and what insights you can learn from the individual campaigns to help optimize your overall search marketing strategy. Before your business starts using paid and organic search in your digital marketing strategy, it is useful to look at a few drawbacks.

Additionally, this article offers useful tips when choosing between organic or paid search for your online marketing and advertising strategy. Paid search marketing campaigns target keywords consumers within your company’s industry or product category are using to conduct an online search. At Devenia, we typically use SEM, PPC, and/or paid search when we are talking about paid listings, and the longer term of search marketing has come to include SEO as well as SEM.

Organic search will use more SEO tactics, like keyword search, ultimately meaning your content is showing up to a wider variety of potential viewers looking for a specific need. SEO, on the other hand, is broad and embraces a variety of practices in order to boost a single position on the search results, depending on keywords different users are using in order to find things on the internet. While the black-hat, unethical SEO tactics produce fast results, search engines have new techniques for finding out which companies are using shady techniques such as keyword stuffing and black-hatting. What that means essentially is companies and entrepreneurs are using the facilities, tools, tricks, and techniques made available to us through search engines such as Bing, Yahoo, and Google, in order to get their websites noticed on search engine results pages, otherwise known as SERPs.

In Search Engine Marketing, advertisers pay only for the impressions that lead to visitors, making it an effective way for a company to spend their marketing dollars. Google Ads is, by many measures, the most popular paid search platform used by search marketers, followed closely by Microsoft Advertising, which also serves up a substantial share of ads in Yahoo. It takes mastery of search engine optimization, paid search marketing, and social media marketing to dramatically boost visibility on the web. Paid search also allows marketers to understand their prospects, the effectiveness of a campaign, and the type of return on investment (ROI) they are getting out of their advertising expenditures.

It can be extremely hard to find good paid search case studies, since most are created by PPC agencies that want to carefully protect their strategies, or Google. None of the posts that focus on organic search stats are going to provide you an insight into both organic and paid search, with relevant numbers and an actionable approach on how to use these stats to inform your own business strategy.

This post was proofread by Grammarly
Bjorn Solstad

Bjorn Solstad

Bjorn is Chief Executive Officer in Devenia Ltd.

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