Why is it important to do paid search (PPC) ?

Paid search has proven to be one of the highest return-on-investment (ROI) channels available both online and offline. Why – because paid search is highly relevant and targeted.

Search engines have rapidly become the new ‘Yellow Pages’ where users go to find information on products and services. Because an advertiser is bidding on relevant keywords to their business they’re able to get directly in front of a user who is actively searching for information on that topic.

Paid search advertising is therefore an important source of keyword data based upon actual user activity. The information gained over time is invaluable when trying to determine which keywords to target for search engine optimisation (SEO). 

The main advantage of paid search over SEO however is time. Once a paid search account is set up the ad's can be live and displayed in front of users within minutes.