Making Search Advertising Work For You

How To Take Advantage Of Search Marketing

Search advertising is one of the best ways to drive users with real intent on 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.

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