Paid Search ≠ Google Ads
Paid Search = Intent
Google Ads is just a medium.
Let me explain.
When someone searches on Google, they are expressing a specific intent or need. Whether it is information gathering, product research, or making a purchase, each search reflects a unique user intent.
Google Ads is a channel through which your digital marketing efforts are conveyed. The real magic happens when you understand and leverage the intent behind the search.
For example: A user searches for “best running shoes.” This search indicates an intent to purchase or, at the very least, consider buying running shoes.
Google Ads is just one medium to reach this user. What if this person also uses social media, watches videos, or reads blogs?
Successful Digital Marketing is understanding that the initial search on Google is just the beginning.
So, how do we capitalize on this search intent?
The answer is creating omni-channel campaigns.
Omni-channel marketing is all about delivering a consistent message across various online channels to provide a seamless and integrated experience for the user.
From the Paid Search perspective, it means understanding the user’s initial intent and nurturing it across different platforms.
Let’s go back to our “best running shoes” example. Based on this search intent, you can create targeted remarketing campaigns on social media, display ads on relevant websites, and even integrate video content that highlights the features of the top-rated running shoes.
The goal is to stay connected with the user as they sail through different online platforms.
By doing so, you are not just relying on Google Ads to convert that intent into a lead; you are actively nurturing it across multiple touchpoints.
And here is the beauty of it, as you nurture that search intent, you are increasing the likelihood of turning that initial query into a lead and eventually converting that lead into a paying customer.