Paid Search Agency

What makes the PPC model so great, aside from making your ads cost-effective? It makes the results and the effects of the PPC campaigns measurable allowing you to make changes and to control it if needed.

There are different types of search campaigns that can be used today. There are the text ads which can be shown at the bottom or the top of the search engine results page. There are the shopping ads which can be displayed above the search engine results.

What can paid search strategy do for you and your site?

With search engines such as Google and Bing, each second means tens of thousands of people are doing some kind of search. Whether it’s a typical search on their desktop or through voice search using Google Assistant or Amazon Echo on their smartphones- people go online to look for anything under the sun. And that represents a very large volume of traffic that you can potentially tap into.

However, keep in mind that the people doing those searches on these marketing channels are actively searching for a “solution.” If you can find those who are looking for something that is related to what you have to offer, then that is a huge opportunity for you. This is what PPC advertising helps you achieve.

When it comes to traditional forms of advertising, you cannot always accurately track return on investment. But with online ads like Google Adwords’ search ads, you can do that with ease. You can track the performance of the ad campaigns and so determine their ROI accurately.

You can easily track click-through rate, online sales, the phone sales, and the contact form submissions that you are getting from your PPC ads. All of those can be helpful for you in getting the most out of your search ads. If you know how many leads or sales your ads have generated, it will help you in measuring your performance.

Most paid search ad platforms work in the same way.

You pick the location where your ads appear, then you conduct keyword research. You will need to choose the keywords that you want those PPC ads to appear on. Then, you’re going to pick the match type where those ads will appear. The match type determines how your ads will relate to the keyword of your choice.

The next stop is to craft the actual ads that will appear for the searches of your target audience. The ads will have to be done in the right way for your potential customers to want to click on them. The ad copy must be written in an effective way that convinces people to click on them.

After the ad copy has been created, you will then set your bid. Your bid refers to the amount of money that you want to pay for each click. The amount is totally up to you and there are recommendations on how much you should pay. But if you want your ad to be viewed by more people, then you should pay as much as you can. Ideally, you want your ad spend to be converted into actual sales.

So, how does Google determine how your ad will appear?

When someone searches for a keyword on Google, all the ads for that keyword go into an auction. The ads with the highest rank will be displayed in the most prominent place in the search results where it is likely to be clicked.

The rank is determined by the amount of your bid and the quality score. Now, the quality score was implemented so that it’s not just the amount of the bid that determines who will appear in search results. The quality score is determined by the expected CTR, the relevance of the ad to the keyword, and the landing page experience.

What are the pitfalls that people face when doing paid search engine marketing or better known as SEM?

One is focusing on the process and not on the outcome. Before starting a paid search marketing campaign, you need to determine what your goals are first.

You need to figure how many new customers you want to acquire and then how much you are willing to pay for them. Running a PPC campaign without goals is not effective. Doing so makes it easy to waste your marketing budget without seeing returns or goals realized. Without goals, you cannot optimize your campaign.

Your goals help frame your reality. Can you really handle hundreds of new clients each day? Once you have set your goals, you can calculate the amount of traffic that you need and the conversion rate required to achieve it.

Those are some of the important things to consider when you create a search marketing strategy. All of these things require the knowledge of experts. This is where the assistance of a digital marketing agency can really make a difference.