How to Best Leverage Paid Search for Success

There are numerous elements at play when businesses attempt to grow their brand. Creating an optimized website and social sites is one of them. Within their search engine optimization marketing plan, they can also benefit from implementing Paid Per Click (PPC) advertising. Advertisers will pay a fee to websites in order to have a better chance to appear at the top of a search engine such as Google. This is a non-organic method of gathering visitors to websites. The keyword that is related to a business is bid on and then placed. It is one of the most effective and popular methods of PPC. Each time the ad is clicked on, each business must pay the search engine (i.e. Google) a small fee. Businesses look at the risk vs. reward when making their marketing projections. For instance, if they develop a PPC plan that is set at $3 per click and the visitor visits your website and purchases a $300 product, then you have made a profit.

SKAGS Strategy

Single Keyword Ad Groups or (SKAGS) is a way to get one step ahead of your competition. To get started on creating SKAGS, it’s best practice to have AdWords Editor and root keywords. Creating root keywords that are most aligned with your business will allow you to add several words in front to obtain the potential of more visitors to your site. Google rewards businesses that produce higher “quality scores” with the more visitors that respond to your ads. This will garner a better placement on Google.

How Does Google AdWords Operate?

In order to have an effective ad search campaign, you will have to go through several steps. First, you need to research and select the most effective keywords. The visitor will type in the keyword or phrase and view the ad that appears. If you want to know which words are trending within your industry, Google Trends is a site that will help generate those relevant keywords and phrases. The three main keyword searches within Google AdWords are: broad, phrase and exact. In order to generate the most effective campaign, it’s good practice to have a variety of all three. Google will then add up the number of clicks on the ad and charge for each one. If companies want to know which ads are the most effective, they can obtain what is called the click-through-rate (CTR). This is the percentage of visitors end up on your website due to clicking on the ad. Google will display the ad from the company that “bids” the highest for the CTR.

For instance, if a clothing company bids for $2 per click and their competitor bids $5, Google will then factor in the quality of the ad, relevancy of the company along with the bid itself in order to come up with a final decision. Google will look at factors such as the relevancy of the keywords the company offers, the account history for your brand. They determine the quality of products/services you provide and audit things such as your customer reviews to determine brand credibility. Google banner ads can show up across several areas of the net. This is termed Google Display Network. For instance, a blog page could have ads of various sizes appear. This can reach approximately 90% of internet visitors.

Just like you would for any ad you place for your business, choosing the most effective days and times to place your ads is important. In the land of SEO this is termed, dayparting. If your goal is to have customers call into your place of business, you would want to have your Google Ad running during your normal business hours. It’s also a good idea to keep ahead of your competitors by viewing the current ads they have in place. This can be done by clicking on “Advertiser History” within AdWords.

Quality Content

Once you’ve researched your competitors, keywords and other ad campaign factors, make sure the visitors who click onto your site will have quality content once they visit. If companies spend thousands of dollars on ad campaigns and then have a disorganized, low-quality website, this will not merit conversions. During the days/months that you decide to run these ads, is a good time for companies to place incentives on their site (i.e. discounts, giveaways, etc.). If you have a company blog, make sure that during the ad campaign, the blog content is updated. Your social media sites should also be shown in their best light during this time. Check to see that the posts are engaging and have a quality brand message.

Paid searches can be beneficial to companies in order to attract more potential customers. They can lead to more sales on your website and result in an overall increase in brand awareness.

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