Search advertising is a useful tool for any business. Placings ads on search engine result pages for a small fee every time a web surfer clicks on their ads can be very powerful. These pay per click campaigns show a lot about intent of potential buyers when searching for products and services on Google and other search engines. Advertisers can bid on keywords so their ads are displayed when people search for what they sell. This means you can reach a targeted market and improve the chances of making a sale.
Implementing a paid search advertising campaign in the right way is vital to success. Use our top tips to do this and push your business forward this year.
Search Advertising
Create a logical account structure
Organise your search ads in a logical way in order to optimise success. You may want to have two different campaigns going live at the same time for example, and within those, different ad groups and keywords.
Research your keywords
Be sure to bid on the right keywords so your ads are displayed in front of the most interested audiences who are likely to make a purchase with you. You can use free keyword tools to assist with this.
Quality ads are key
Create relevant and creative search ads for maximum success. This will earn you a good Quality Score and lower CPCs. Use emotional language to peak a consumer’s interest. Think from your customer’s perspective about what they would want to see. Describe your value proposition and integrate a call to action.
Including prices and promotions is a good idea. The more information, the better, as they’ll be more likely to buy if they know all the details upfront before clicking. This means you will save money. A strong call to action is advised – use phrases such as ‘sign up, ‘get a quote’, ‘call today’, ‘purchase’ or ‘browse’ to encourage users to click. Be sure to include one of your keywords in your ad text. Locate the best performing one and use this, particularly in the title. This shows the user that the ad is related to their search and they will see it straight away.
Choose the best destination URL and review the site you’re advertising so users can find what they are looking for as soon as they land on the page. Otherwise, they will get frustrated or confused and leave the site, losing you a potential sale. Make sure any promotions and products in the ad are clearly visible on your landing page as well.
Budget
Set a budget and define how much you want to spend. Use methods such as geo-targeting to show search ads in specific locations or departing to show ads during business hours in order to avoid wasting money when in front of irrelevant audiences.
Ongoing optimisation
Check back on your campaign on a regular basis and review performance to make any changes so its more effective in the future. You can beat the competitions and rise to the top if you do this often.
