How To Take Advantage Of Search Marketing
Search advertising is one of the best ways to drive users with real intent to your website. Over the years, the online audience and Google have both grown exponentially opening this new market to tap into. This is great news for businesses seeking new customers or for anyone seeking to build a large audience to expand their reach.
While the tools are there, search advertising can also be one of the most expensive digital marketing methods that you can use for audience development. Making sure that your search advertising works for you is one of the hallmarks of a good search ad campaign.
The reason is the competition. You’re bidding against thousands of competitors for keywords that convert in a very limited space. The better your links convert, the higher people are willing to bid which increases competition and raises the price. With that in mind, we thought we would share some pointers on how to make search advertising work for you for your particular needs.
Craft Engaging Ad Content
This seems like a no-brainer, but high-quality ads are also an important factor in any successful search advertising campaign. Your ads should contain your keyword and Google limits what you are able to write as well as the number of characters.
Organization Is Key
Due to the nature of AdWords, it is a good idea to keep your account fairly organized. Once you begin running your search advertising campaigns, you will find that the different goals you set for yourself might get a little cluttered. Since each campaign can only have one set of targets or goals, you will more than likely have several different campaigns running at any given time.
Always Be Optimizing
Once your search advertising campaigns are up and running you will want to constantly monitor and optimize them. After a few weeks, you may notice that people in a particular locality are clicking more and you will want to spend more of your efforts optimizing for that area.
You may find that one ad performs better than another, etc. Looking at the data and making adjustments is probably the most important factor in a successful campaign.
Perform Extensive Keyword Research
Good, thorough keyword research is the first and most important task. Luckily, Google AdWords provides you with a built-in keyword tool that you can use to find the keywords that best fit your business model. The entirety of search advertising is based on keywords and bidding for them so the importance of this task cannot be stressed enough.
Budget Your… Budget
Depending on the nature of your business you will want to target your search advertising accordingly. If you are a business that’s local to Phoenix, Arizona for example, you’ll have no reason to market your business in Los Angeles, much more if you’re a local business. Unless of course, you have an online presence and a product you want to sell to people in Los Angeles.
You get the idea though, you will waste money by not targeting your ads to the specific locale where they will have the most impact. Google AdWords and other search advertising platforms will typically allow you to target down to a zip code level.
Key Takeaways
Search marketing guarantees that your target audience will see you. It can be an expensive investment though, so make sure to maximize the benefits of getting one. Follow any or all of the tips provided above, and be amazed by its delivered results.
