You may be offering high-quality and cost-effective services, but all your efforts are wasted if clients can’t find your business on the internet. Nowadays your online presence is more crucial than ever, as many customers are searching online to get information on the products and services they wish to purchase. Poor online visibility can cause severe damage to your business and consequently, you may be wiped out of the scene and your competitors will get the sale.
Luckily, there are many options for improving your business’ exposure and searchability on the internet. Using these techniques will help your business stand out of the pack of competitors and help you generate more leads.
Paid search marketing has provided many opportunities for small and local businesses. Some of the businesses that can benefit from Paid Search Marketing include Doctors, Dentists, Chiropractors, Plumbers, HVAC Repair, Electricians, Towing Services, Restaurants, Law Firms, Landscaping Companies, Beauty Salons, and Cleaning Service providers just to name a few.
Among various online marketing strategies paid search marketing can be considered as one of the most efficient and effective.
What is (PPC) marketing and how does it work?
Paid search marketing can be called Pay Per Click (PPC) marketing, Sponsored Marketing or Cost Per Click marketing. It is in fact, the fastest and most effective method to increase web traffic through search engine results and other sites.
How it works: Whenever a user searches for a particular word by typing it in a search engine like Google, it will generate two sets of results:
- Sponsored ads at the very top and bottom of the page.
- Organic search results in between the top and bottom ads.
Searchers will normally click on the search result which appears most relevant to their search. When a user clicks your ad, it takes them to a landing page that can be located on your website or a service like Unbounce or LeadPages. As an advertiser, you are charged a price for each click. The price charged for one-click varies based on the key phrase used to generate the search result. You can get a better idea regarding the (CPC) cost per click for a particular keyword by using the traffic estimator tool located in Google’s keyword planner.
As an advertiser, you can customize elements of your campaign including the time of day and cost of each paid search marketing campaign. For example, you can choose to show the ads for a specific day throughout the week and specific time of day. This gives you control over the budget as well as make your campaign more targeted and tailored to the specific audience you wish to reach.
We will always recommend you hire the services of a professional (PPC) marketer to avoid discrepancies and save time and money in the long run.
Paid search marketing platforms
Google Ads: is one of the popular platforms for launching paid campaigns. As we know Google is a leading search engine with a 70% market share worldwide. So, running pay per click campaign on Google Ads is more effective as compared to others.
Bing Ads: Bing ads pay-per-click marketing is also a great way to promote your business. Bing ads enjoy a 33 percent market share in the USA. Bing ads work almost the same as in Google ads.
Yahoo Gemini: is Yahoo’s platform for native marketing and mobile search ads. These are sponsored ads and are shown on the home page of Yahoo and in other sections of the website.
Types of Paid Seach Marketing ads
Search Ads: Paid Search ads appear at the top and bottom of each search results page. You only pay when someone clicks your ad to visit your website or call your business.
Display Ads: Google Ads display ads become visible on more than 2 million websites and in over 650,000 apps, so your ad can show up wherever your audience is. Display ads are shown in the form of banners, images, texts, and URLs on various websites.
Video Ads: These are much similar to contextual ads of Google Ads. These ads are in video format and are shown when a user is watching YouTube videos. Video ads are shown only to the people you want and you only pay when they watch.
What are the benefits of Paid search marketing?
There are countless benefits of paid search marketing for your products and services. As discussed earlier, many small and local businesses like Doctors, Dentists, chiropractors, Plumbers, Air conditioning repair business, electricians, Tow truck service, restaurants, lawyers, lawn care, pressure cleaning companies, etc. can promote their services using this option.
Visibility on the first page
Customers hardly ever go beyond the first page of the search results while finding a product or a service. A business needs to be seen on the first page of the search results to increase the chances of making a sale. Paid search marketing is the only way to promote your business and place your ad in one of the top four spots on the search results page.
Instant Traffic to your website
An efficient and well-organized pay-per-click campaign can drive instant traffic to your website, sometimes in a matter of hours. This method is instrumental for the promotion of newly launched business websites that have a very little or no online visibility. Moreover, when a website appears on the first page of search results on Google, Yahoo or Bing it is more likely to be clicked, which increases the chances of turning into a conversion.
Steady traffic to your website
From a business point of view, it is very important to have steady and consistent traffic to your business website. A paid search marketing campaign gives control over the amount of traffic as it depends on the keywords targeted and budget that is spent per day and month.
In paid search marketing you are able to change, edit, test, optimize and track the ads for improved efficiency. This way, you can select a perfect mix and match of ad content and key phrases and choose the audience you want to reach.
Ability to test marketing campaigns
Paid search marketing enables you to test your marketing activities. You can launch a (PPC) campaign for just 30 days to test the response of customers for your products and services. If it doesn’t produce the desired results you can research to possible reasons and optimize your campaign for better performance.
Enhance the reach of your business
Google enjoys up to 70 percent market share over the other search engines like Yahoo and Bing. Many high-ranking publishers and websites use Google ads for their services. Moreover, there are a large number of websites where Google ads are displayed which further enhance the reach of your business products and services.
Target relevant traffic
Paid search marketing is a great way to target relevant prospects. A user enters specific keywords or key phrases to search for a product or service. Paid search marketing allows you to target the specific key phrases for which a prospective customer is searching for. This enables you to get relevant traffic to your website.
Targeting a particular location
Another reason for using paid search marketing is that it provides an opportunity for you to target a particular location. For example, if you own a restaurant in San Diego, Ca. and you want to show your ads to the prospects living only in San Diego, Ca. you can target your ads to those people who are living in your specific target area.
Customize the Schedule of ads
The feature of ad scheduling in paid search marketing allows you to launch your marketing campaign for a selected or scheduled time period and choose a specific time of day to display your ads. For example, you can opt to show your ads for 1 month, Monday to Friday, and between 8 am and 8 pm. These customized scheduling features makes your ads more targeted and saves your advertisement costs as well.
Tracking the results of the campaign
Unlike other platforms paid search marketing allows you to track the results of your marketing campaigns. You can track every dime you spend, unlike TV or Print advertising. You can waste 1000s of dollars on TV or print media because none of the available platforms allow you the ability to track the results of your campaign. Paid search marketing allows you to track each and everything like:
- The cost per click on a specific keyword, ad or campaign
- The amount spent at a particular time of day
- The amount spent on a particular location
- The amount spent on a particular age group
All these tracking options make paid search marketing the best option for the promotion of business products or services.
As a Branding platform paid search marketing provides lots of opportunities. Brand differentiation, awareness, and engagement are key elements of branding. After you have found the correct message to differentiate your brand from the sea of competition, the next step is to increase awareness and engagement. You can easily accomplish this using Google, Bing, and Yahoo. Paid search marketing makes it simple to target your prospective customers based on their interests or even websites they have visited by retargeting users based on their activity.
Do you need more website traffic? Do you want to sell more products and services? Paid Search Marketing is a great option to increase your bottom-line. Contact us today to find out how we can help you get started.