The Beginner’s Guide to Paid Search

Paid advertisements are now becoming more popular as a marketing strategy. The pay per click or PPC Marketing makes it easier for some businesses to be more visible online. While it comes with a cost, some businesses are willing to pay for it to exchange for a higher conversion rate.

Pay per click refers to the process of paying for a spot on the first pages of Google. The alternative is search engine optimization. That’s where advertisers organically use keywords to rank higher in search engines. The content matches with the keyword and Google thinks of it as an appropriate answer to its searches. The problem is that it could take a while before reaching the top spot on Google. Plenty of other companies are also targeting the same keywords, and it might even be impossible to rank higher despite constant efforts. Hence, it makes sense to consider a PPC marketing campaign. It allows advertisers to buy their way to the top instead of waiting for the chance to get there. These are the other benefits of choosing a pay per click campaign.

  • Even if paid searches have a lower click-through rate than the organic results, the conversion rate is twice as much. After all, the goal is to increase the conversion rate and not only to increase traffic.
  • Even if the click-through rate is lower for paid search than organic results, it’s still higher than paid advertisements on social media. There’s a good chance that more people will see the ads and decide to click on them.
  • As an advertiser, it’s possible to choose which link to advertise after buying the spot. It means that if the advertiser wants to promote the specific products and services, as possible. For organic results, it depends on Google’s algorithm to determine which one will appear on top.
  • Paid searches are immune to the advertisement blockers that some devices might have. Therefore, users couldn’t avoid the possibility of seeing these ads. Some people install ad blockers since there are annoying ads. However, paid ads aren’t in any way distracting.

Types of paid ads 

Paid advertisements are worth the price. The most popular option is a paid search that looks like an organic result. While there is a disclaimer that says it’s a paid ad, it still appears on top of the search engine. This ad comes with a title, tag, and a short meta-description.

Another type is the shopping list. It immediately shows the products sold by the company. If people want to purchase any of them, they can click the link and redirect to the page where they can buy.

The last type is the local listing. It’s an effective strategy since Google will suggest the business’s specific location if the user is nearby. It allows a more targeted approach to marketing. There’s a higher chance that the potential customer will choose the company due to the proximity.

Understanding the right keyword

It’s important to choose the right keyword when paying for a spot on Google. It might be useless to pay for a keyword if the website’s link wouldn’t turn up. Understanding the type of keywords would be helpful.

The first one is the generic keyword. It’s a short keyboard with only a few words on it. The problem with this option is that it’s too common, and other businesses are also targeting it. Since it’s too competitive, there’s a lower chance that the advertisement will pop up. The cost of buying this keyword spot is also a lot higher.

Long-tail keywords

These are more popular options for PPC campaigns. The keywords are long enough that they are not too competitive. Simultaneously, these keywords contain the necessary details that will relate the business with what the people are looking for.

Related keywords are also worth buying. For instance, if the business sells healthy fruit juices, related keywords may include “ways to stay fit” or “weight loss diet.” They don’t necessarily mention the company’s products, but they might be relevant to what the user wants. More people are looking for these keywords, and there’s a higher chance that the advertisement will be clicked.

Negative keywords shouldn’t be part of the campaign. These are words that might seem related to what the company is selling but isn’t. For instance, if the business is about selling eyeglasses, the negative keywords include drinking glasses. They might confuse the users and think that the product doesn’t suit them at all. No one wants to get associated with the negative keyword.

Keyword matches

The amount that the company will pay depends on the keyword matches. If the requirement is the exact keyword match, the cost will be a lot higher. However, if the criteria is a match for longer phrases, it will be somewhat cheaper. Broad match refers to the keywords that aren’t necessarily of an exact match to the brand. They may also be a synonym of the chosen keywords. Deciding which option to buy would be important since small businesses usually don’t have plenty of spare funds. The keyword needs to be reasonable enough relative to the cost.

Tracking the progress

It’s important to determine if the paid ad campaign is working. There’s no point in continuing this strategy if it doesn’t yield positive results for the business. Buying a spot in Google would be costly, and it’s not necessarily the best option for startups. However, it can help quickly move the business to relevance. If the company thinks that PPC marketing is an excellent choice, it should be a part of the strategy.

PPC marketing agency can help 

Determining how to correctly use the strategy to boost the popularity of the business can be tricky. The good thing is that a PPC marketing agency can help. The experts working for these agencies understand the process. They also know what it takes to come up with an irresistible advertisement. They will make it easier for people to see the business link and decide to buy the products and services offered.

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