Search Engine Marketing focuses mainly on paid placements, the most common of which is Pay-Per-Click (PPC) Advertising. PPC search marketing is a paid advertising service that will advertise your organization’s website to people who are searching in the major search engines such as Google, Yahoo!, and Bing for terms related to your business. This type of internet advertising is great for product launches, seasonal businesses who need flexibility, or any organization who wants a steady stream of traffic at a reasonable cost. Unfortunately, the auction process that happens for each search can be very complex and it can be very hard for business owners to run a campaign efficiently. In PPC advertising, inefficiency means that a lot of money can be wasted.
The Loop Marketing is an official Google Certified Partner, and we have been lucky enough to have been recognized several times for excellence in the field by Google. We have helped develop testing for Google Certification programs and have been invited for elite training within the walls of the Chicago and Mountain View Google offices. Experience with many different types of businesses gives us the ability to manage campaigns effectively and stay ahead of the curve, making your PPC advertising dollars stretch farther than you can imagine.
That creating special pages when designing your website and then sending visitors from paid search to those pages can increase conversions AND reduce the amount that you pay for advertising? It is all part of The Loop.
Paid search management is the process of paying search engines and platforms to advertise your website, message, and products to people searching for specific keywords. The most popular form of paid search advertising is when businesses pay search engines to have links to their content placed in the advertising section above and below the organic search results for specific keywords that users search for. When a user clicks on the ad and is brought to your website from the search engine advertisement, you pay the search engine. Paid search is a great way to ensure that potential customers find your website.
Pay per click marketing is paid online advertising on search engines, social media platforms, and websites. Advertisers pay for specific keywords that their customers are searching for, but they only pay when an action has occurred. This might be when a customer has been directed to a website from the advertisement link.
When starting a paid search campaign, the first thing that needs to be decided is who is being targeted. The next step is to come up with a strategy and keywords based on what that your audience will search for. Specific geographical locations can be targeted. Is your audience on a national level? In a major city? Or just a few small towns? After coming up with keywords and locations, the search engine platform is selected. Google is by far the largest, but Yahoo and Bing are less competitive and can stretch a budget further. Once the keywords and target audience have been submitted to the chosen search engine(s), ads will begin showing up in the paid search results after a short approval process.
This sounds simple, but there are many factors that make campaigns successful. There is a complex auction system that is affected by your bidding levels, time of day, competition, keywords you don’t want to show up for (negative keywords), ad copy, and landing page quality. So, while it is easy to set up a paid search ad campaign, many businesses rely on paid search management to get a better return on their investment.
Paid search is important for marketing because it can ensure that your product or business shows up when and where your customers are searching. With paid search, you can control who sees your message in ways you cannot with organic search. With that said, it also compliments your SEO efforts by allowing you to dominate the search results page, while also providing important feedback on which keywords to target with SEO programs. Another reason businesses use paid search marketing is that to create specific messages that change on a regular basis. For example, if your business has a call to action related to a current event, you can immediately change your messaging to reflect that call to action. Paid search ads are great for seasonal businesses.
The two main types of paid advertisements are search ads and display ads. Search ads appear at the top of the search engine results, above the organic search results. They look like the organic search results, except that they are labeled as an ad. Display ads do not show up in the search results. They could be text or images mixed in with the content on websites, like banners at the top of websites.
SEO (search engine optimization) is the process of directing free, organic traffic to your site. SEM (search engine marketing) is the process of directing paid traffic to your website. Both SEO and SEM are important and beneficial to digital marketing. They can both be leveraged to drive traffic from different audiences and generate a positive return on investment. Many businesses use paid search to drive business while they implement an SEO program, and then scale it back or maintain it as support once SEO results are achieved.
Google Adwords is the most popular pay-per-click marketing platform and has the largest search market. The chance of showing up when potential customers are searching is greater with Google, because more people search on Google than anywhere else. Facebook is the second largest pay-per-click advertising platform. Bing, Yahoo, and LinkedIn are other popular pay-per-click platforms.
Paid search campaigns can fit any budget. Our clients only pay when a customer has been directed to their website from the advertisement. One of the best features of a paid search campaign is that the budget can be controlled very effectively. The ads will stop running when a daily budget cap has been hit, and we typically determine the daily budget by dividing a monthly set budget by 30 days, unless the strategy calls for advertising only on weekends, or increasing the budget for certain days of the week. The more money you invest, however, the more likely your ads will show up in the search results. The most important thing is to review your strategy with your paid search management team to make sure that you are achieving a positive return on investment from your paid search program.
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