
In 2016, Google released a report showing us that 28% of online searches convert into a sale. People use Google to search for things they’re ready to buy and paid ads to put your pages at the top of search results. Paid advertising has become the second-best performing lead generation channel for most software and SaaS businesses after organic search and SEO. Why is it so popular? Paid advertising is scalable, very measurable which makes it predictable, and provides a proven ROI if handled correctly. Google Ads are a great place to start your first campaigns. Besides the standard text ads you’ve no doubt seen at the top of nearly every search you’ve ever conducted, you can also access more advanced retargeting strategies. These features allow you to advertise to users who’ve already visited sites relative to your market or have searched for your specific keywords in the past.
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