Search advertising allows marketers to reach their target customers when they are seeking their products, often with the intent to purchase. The element of purchase intent is an immense advantage that makes search far more effective than any social media channel.

Accountability is another key advantage. It is possible to track increase in leads and sales resulting from search advertising by tracing users as they traverse the web site. These ads are also non-disruptive.

In general online advertising is relatively inexpensive compared to conventional advertising. However, if we compare search advertising cost with some of the other forms of online advertising, it commands a premium. Because it is more effective, the competition for key words and phrases is intense for some categories, in some markets.

Search marketing, it should be noted, can target only those who search for specific key words and phrases. It is essentially a form of inbound marketing, and though it is very effective in fulfilling existing demand, like other forms of inbound marketing, search is not as effective in creating demand.

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