Each month 100 billion searches happen on Google, making it the mammoth of all search engines. People search every day for information, to research companies, and look for homes. This is why everyone is nuts about search engine optimization. If your business isn’t on the first page of search engine results, you’re unnoticed. Search engine marketing (SEM) is one way to draw people to your site.
Organic search engine optimization takes time and calculated effort. Competition on search engines depends upon the following: category, keywords, and geography. Enter paid search.
Any time someone pays to have an advertisement show up in a search result, that’s paid search. Pay-per-click (PPC) is when an advertiser is charged upon individual clicks from users. Paid search is the quickest way to bring visitors to a website. When someone clicks on a paid search ad it’s because they are ready to make a decision. Since PPC targets that small but motivated segment that is ready to make a move, it can be an effective method.
Each individual business’ goals and strategy determines the success of paid search campaigns. Most companies’ main goal is to drive sales. Others may only want to get their name out there in hopes of getting more brand recognition. They may just be looking for a specific number of impressions on their ads. Make sure the goals you set are well thought out and understood before launching a campaign. That way your results are measurable and you can determine your return on investment.
Here are a few ways to ensure effectiveness in your campaigns:
- Tie your campaign to long-tail keywords. These are words with less competition so they cost less. Think supply and demand. Long-tail keywords can attract your niche audience. They also ensure higher placement within the paid search box, giving you top billing.
- Use geotargeting if your business caters to a local audience. Advertise to people in your area instead of anyone who could be searching for your product or service. Why would a house hunter in Indianapolis need to see your ad for a real estate brokerage in Denver?
- Use negative match keywords to avoid erroneous ad displays. If you sell pool tables, place a negative match on any phrases relating to swimming pools. This way the right customers get to your ad and you aren’t paying for miscellaneous clicks.
Keyword accuracy is important in search engine marketing through paid search. PPC is not fool proof and takes time to perfect. You may launch a campaign and realize you’re not getting the results you’d expected. That’s normal. Just tweak your approach and keep it moving. But you must give any campaign launch time to materialize. If you need help with your paid search campaigns, reach out. We can help you solidify your search engine marketing campaign.
Holmes, Chet.“The Ultimate Sales Machine”, pg. 63. Portfolio Trade 2008