Choosing the Right Paid Search Platform

The Magical “Search Engine Land”

Wizard of Oz. Alice in Wonderland. There’s been an unnatural obsession with alternate worlds since the dawn of storytelling. While an imaginary land might seem far away from reality to most of us, the magical world of “search engine land” is no longer a world that online users, or businesses, can afford to ignore.

While most businesses no longer ignore the impact of the internet on their sales pipeline and overall profit, many business owners believe that paying for online ads is less worthwhile than just “having a presence.”

To be honest, that’s like being a ghost in an imaginary land. You’re not actually there, you’re just a presence.


But then, you may ask, what about organic traffic? Organic traffic, which is of course, that traffic that comes naturally to you, should always be reviewed in monthly reports to establish growth. While organic traffic will always have an influence in business presence and growth, it’s become increasingly apparent that it’s not enough anymore. There’s too much competition—too much noise on the internet to make yourself known.

Google drives 95% of all paid search ad clicks on mobile.

What this Means for Marketing

Making sure that both paid and organic traffic is maintained will eventually help the overall growth of any promotional effort. So which search engines are worthwhile for paid ads? Many marketers recommend making yourself visible on all search engines, including Bing, Yahoo, and Google. Interesting stats in the last few years, however, have claimed that Google still outranks Bing, for example, but their PPC ads are more expensive.

It gives new meaning to the land of search engines, where the reality outweighs the imaginary. Maybe just in this case, wonderland proved itself to be real.