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  • Victor Montalvo

Why Invest in Paid Search to Grow Your Business Sales During the Pandemic

Updated: Jul 28, 2022

Why Invest in Paid Search to Grow Your Business Sales During the Pandemic

With the COVID-19 pandemic still on the rise, hundreds of thousands more people are staying home to avoid infection. This means that millions across America have been delaying some form of public activity in order to protect themselves from potential risk and liability exposure while they recover or die slower deaths without detection - all for a chance at being alive when this thing blows over. With the rise of internet use, people are now working from home and connecting with one another online. This has led to an exponential increase in internet usage which is causing great concerns for many countries due to its disruptive power on free flow money, goods (and services). Business owners who get through these trying times using well thought out digital marketing strategies such as paid Ads will be able to do so with a level of certainty that we haven't seen in years. The economic recovery may not look like anything we've ever seen before and it's impossible for anyone outside the business world, including investors or economists alike, to say what might happen down the road - but at least you'll know your company is going into battles prepared. You need an edge, and that's where paid search advertising comes in - it gives your company a competitive edge when things are at their worst.

What Is Paid Search Advertising?

Paid search advertising, often referred to as Pay-Per Click (PPC) or Cost Per Click (CPC), is a form of digital advertising where brands can place their ad on the top right corner and be seen by thousands. This allows you to reach consumers in a more personalized way which drives unique web traffic for your website. Key factors such as the context of a user search, competition on an auction site and quality of your landing page & Ad text affect how high up in Google's rankings you will appear for certain keywords. PPC advertising allows for a targeted and cost-effective way of reaching potential customers who have already expressed interest in your products. Paired with other marketing strategies, this can be an excellent opportunity to maximize budget while still targeting those most likely interested in what you offer.

Benefits of investing in Paid Search Advertising

(a) PPC helps you to generate more qualified web traffic

In the world of online marketing, there is a term relevant to your business called qualified traffic. It refers to web visitors that are genuinely interested in what you have on offer and will most likely convert into customers or leads after their interaction with the site's products & services. Paid search advertisements can be one way for companies like yours - while also being strategic about targeting potential consumers who might want some more information before making an investment decision

Quality over quantity is the key to website success. A site that receives small volumes of qualified traffic will be more valuable than another with a higher volume and lower quality of visitors, because these sites consist predominantly of those who really care about purchasing your products or using your services - unlike high-volume unqualified web users interested only in browsing around without considering any further action.

(b) Paid Search Advertising Provides Instantaneous Results

In the long-term, marketing your business through organic channels takes time. There's always a wait period because you have to optimize websites for search engines, and it can take months before there are any visible results from this optimization process—even if they're positive ones! In contrast, paid campaigns produce an almost instantaneous response rate which makes them better options when trying to get customers quickly or build awareness of what products/services exist within your company. Paid search advertising can be an effective tool to use during a crisis. You'll need the traffic right away, so waiting for long periods of time may not work in your favor - but by using this form of marketing you will bring qualified visitors that are looking specifically at what it is about which interests them most.

(c) Paid Search advertising is budget-friendly

A lot of marketers think that since paid search is on a pay-per-click or pay-per impression basis they need more money. But in practice, an ad campaign can still run even if you are on budget. It may not be free, but it is still a cost-effective way to instantly serve Ads in order for your business or company's marketing method. Small businesses can enjoy the benefits by implementing this and seeing that good ROI they were looking forward to from their spending habits. It is a well-known fact that there are many benefits of paid search advertising. You can target specific types or customers, set your budget and maximum cost per click bid to optimize the return on every dollar spent.

(d) Paid Search Advertising provides measurable results

According to the recent Google study, four in five consumers use search engines and want Ads tailored specifically for them. This means that a clear majority of people are increasingly relying on local sites like Yelp or Maps when they need information about businesses nearby their location. That is why focusing on location-based advertisement can be of utmost importance if your business has brick & mortar stores or specifically serves consumers in the local area. Paid search advertising offers a great way for you to market your business at just that -a local level and target potential customers with keywords related only their region's specific needs, wants, and desires. If you are a local business, this will likely help gain more consumers from the community and attract visitors searching on their own terms in-store.

(e) Paid Search Advertising helps to improve brand recognition

It's a common misconception that paid search advertising only drives sales. In fact, the goal of your campaigns could also be for awareness purposes or increasing visibility instantly with little investment from you. Determining your target audience and the various channels where they are most likely to be found is essential for branding awareness campaigns. With paid search advertising, the number of clicks on your sponsored links will be limited. But as web users continue to look up information about products and companies related in their industry while you have a campaign running for them that appears at the top of results pages - so too is their exposure level increasing which can improve brand recognition over time.

(f) Paid Search is incredible for local search

In a recent Google study, four in five consumers use search engines to find local information about businesses and want Ads customized to their city or immediate surroundings. This means that focusing on location-based advertisement is important for brick & mortar stores with specific target markets close by as well as online retailers who provide services within your locale. Local search is a great way for you to market your business at the local level. Furthermore, targeted keywords can help bring in consumers from one's own community and turn them into customers by making purchases online or driving foot traffic into stores with their proximity-based searches.


Paid search advertising is a powerful and effective way to reach your target audience, but it's important that you use the right strategy for reaching them. The three most common models of paid-search campaigns are traffic (click)-PPC model where each click pays out; impressions based on how many times an ad appears in front or within pages which can include images linked from other websites such as social media shares; sales/lead action fees when someone takes some sort of measurable actions like completing their purchase after seeing one these ads online. There are a lot of things that can go wrong in the world, and it's important to stay on top of trends. This task is no different - if you or your team lack experience with PPC marketing then consider partnering up with a pay-per-click (PPC) marketing agency to help create and manage your paid campaigns to get you the best results. To know more about paid search advertising, connect with us today at Montalvo Marketing and we can help you reach your goals and grow your business. Email us at or call/text us at 407-838-3030.

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