The average person spends more than six and a half hours on the internet every day, so winning attention online is a crucial part of any business strategy. When used correctly, paid ads are a reliable way to get discovered by individuals seeking your products and services because they reach users when they are actively searching.
Winning the First-Page Advantage
Search engines are the No. 1 way that consumers find new brands, and being at the top of the page is the best way to ensure visibility. When a person starts researching a purchase, they might ask friends for recommendations or recall ads they’ve already seen, but they will almost certainly do a few online searches too.
Search ads can help users discover your brand early on, building trust with “what is” type questions. A well-designed landing page can engage users further through informative resources, email collection forms and other calls to action. When the buyer is ready to convert, ads can shift toward high-intent keywords that drive action.
More than 90% of clicks happen on the first page of search results, so brands that invest in a robust ad strategy will usually win the race for consumer attention.
Which Ads are Right for My Organization?
B2C Companies: Direct-to-consumer marketing demands immediacy and visual impact. Use display ads to build brand awareness through thousands of display partners and generate high-click volume with attention-grabbing shopping at the top of search pages.
Service Based Businesses: B2B marketing requires trust building. Use search ads to answer user questions during the research stage of the buying cycle, building trust early on. Incentivize email signups through value-added whitepapers, checklists and other downloads on your landing page and continue the relationship through email marketing.
Nonprofit Organizations: Take advantage of Google’s Ad Grant which offers up to $10,000 per month in search ads. This free grant is available to registered 501(c)(3) organizations (except hospitals and schools) and can have a huge impact on gaining supporters, but many nonprofits fail to utilize it fully. For best results, make sure ads are set up with appropriate keywords and conversions to maximize their effectiveness. Google is particularly strict about quality when it comes to ads paid for with the grant.
Steps to Get the Best Return on Investment
- Start with goals that inform strategy. Every ad campaign should have specific targets beyond “we need more money.” Determine measurable goals from the start such as increasing qualified leads, growing your email list, driving ticket sales or expanding program awareness.
- Be specific about keywords and targeting. Successful organizations know they can’t be everything to everyone. Choose keywords that reflect your core offerings and express true intent. Segment audiences to reach people who are most likely to find value in your brand. The goal isn’t maximum impressions; it’s reaching the right people at the right time with the right message.
- Optimize user experience. Well-constructed ads are just the beginning. Once you’ve paid for a click, make sure the user finds value in your landing page. Answer their questions with clear copywriting and provide an easy path for conversions through frictionless design.
- Measure conversions and iterate. Increasing clicks feels great, but if you aren’t tracking results, you could be wasting money. Use the KPIs (key performance indicators) defined at the outset to refine strategy. Paid ads are not a “set it and forget it” tactic; they require ongoing optimization. At the same time, allow campaigns enough time to generate meaningful results before making major changes.
For businesses and nonprofits alike, the question is not if people are searching, it’s whether your organization shows up when they do. When managed correctly, paid ads reach users at every stage of the sales funnel, and support awareness, sales and advocacy. Organizations that approach ads with clear objectives, disciplined keyword strategy, and measurable outcomes are better positioned to capture attention and achieve their goals.
Wendy Dolan is the founder of Get Online NOLA, a digital marketing agency dedicated to helping businesses and nonprofits take control of their online presence and grow their bottom line through strategic website development and data-driven marketing. She may be reached via email at Wendy@GetOnlineNOLA.com.
