What Is Search Engine Advertising
Search Engine Advertising is when advertisers pay a fee each time someone clicks on one of their ads on search engines and other search networks.
Our search engine advertising service, puts your ads on top search engines like Google, Bing, and Yahoo!, along with dozens of local directories , so you reach more searchers than ever before. As a Google Partner, we create high-quality campaigns that work for you. Our search marketing experts and industry leading technology work together to optimize your campaign and bring you more customers.
We create a customized game plan for every customer we work with, using a combination of tactics such as social media marketing, content marketing, search engine optimization, search engine advertising and strategic website design to bring your company new levels of growth.
Let’s Start with the Basics
Like stated earlier, the essence of PPC is all in the name. Advertisers literally pay for each click. It simply provides a way to purchase visits to your website, as opposed to using more organic methods to earn them.
Probably the most popular form of PPC is search engine advertising. This is when a company makes a bid to place their ad in the search engine’s sponsored links section within the results for industry-related keywords.
Again, each time someone clicks on that ad to go to the company website, the company must pay. The idea is, that visit should have more value than the relatively small fee you have to fork over to obtain it. In other words, if you do your part to get these visitors to convert, then the ultimate sale and, even better, the lasting relationship you create with the customer, will heavily outweigh the cost of the click.
We’re getting ahead of ourselves, though. Before you start seeing the benefits of a PPC campaign, you need to have a firm understanding of what, exactly, it takes to build one. For instance, like many SEO tactics, a Pay-Per-Click campaign involves keyword research and development. You or the SEO specialists you’re working with need to find the right ones, put the keywords into well-organized groups, set up well-optimized PPC landing pages, etc.
Another thing PPC has in common with virtually everything else even remotely related to search engine optimization: the need for, you guessed it, relevant content. Google actually charges less per click if you manage to create advertisements and webpages that provide content that’s useful and has value to visitors. You don’t have to be an SEO expert to see the value in that.
What Does Google Adwords Have to Do With PPC?
Google Adwords is the most popular advertising system for Par-Per-Click Marketing in the world. It’s no surprise. Google is the search engine giant, and this service allows businesses to create advertisements that will appear in their search results.
Obviously, Google Adwords offers PPC advertising. Users bid on keywords and pay a small fee for each click. Now, it’s not just the size of the bid that determines which companies will appear in the search results page for certain queries. Google also uses the relevance, quality of keywords, and quality of ad campaigns, among other factors.
Ultimately, though, the Ad Rank value determines which businesses get to appear on the search results page. The Ad Rank value is calculated using the amount of the bid, the click-through rate, relevance, and the quality and experience of the landing page. Essentially, it comes down to bid size and the overall quality of your ads and website. Ad Rank opens doors for advertisers to reach more potential customers at budget-friendly costs.
Again, Google being the Colossus of search engines, with their bumper-to-bumper traffic and all, their AdWords has a particular value because it brings more impressions and clicks to your advertisements. Now, how often those ads appear depends on you or your SEO specialists. Like any aspect of an SEO campaign, the specifics will change depending on your industry, goals, etc., but let’s go over some of the main elements you should be concentrating on:
- Keyword Relevance - You need to research and develop relevant keyword lists, organize them into tight groups, and use proper ad text.
- Quality Score - This is how Google determines if your ad will appear and at what cost. Relevance and quality must be weaved into keywords, landing pages, and throughout the entire PPC campaign.
- Landing Page Quality - This is basic stuff that any NJ SEO expert knows full well. You must create well-optimized webpages, customized for certain search queries, with a clear call-to-action, and full of meaningful and relevant content.
We just mentioned how keyword relevance should be one of the main focuses in any PPC campaign. Your success with Adwords depends almost entirely on keywords. That’s why keyword research is so critical in PPC Marketing. It takes a lot of time and effort, but the businesses finding the most success with PPC campaigns continually refine their keyword list. You or the SEO company you hire can’t just do a little research when you first initiate the campaign and call it a day. Well you can, you’ll just be ignoring what could potentially be hundreds of thousands of relevant keywords, and all that traffic that would come with them.
What Makes an Effective Keyword List?
- Relevance - This seems obvious, but no one wants to pay for web traffic that’s completely unrelated to their business or industry. For keywords to have a high click-through rate, effective cost, and positive effect on profits, they must be closely tied in with your products or services.
- The Long and Short of It - Keyword research and development isn’t just about the most popular related search terms. Long-tail keywords are more specific, but less common, competitive, and costly. They also account for the majority of search traffic, so use them.
- Constant Expansion - Pay-Per-Click Marketing is repetitive by nature. You need to keep going back, researching, and refining your campaign. You must cultivate an environment that sustains the constant growth, adaptation, and expansion of your keyword list.
Maintaining the Campaign
Once you or your SEO specialists have done all the necessary research and work to create a PPC campaign and you put the plan into action, it’s all about management and maintenance, and it needs to be borderline religious. You must constantly examine and analyze the campaign’s performance. Below are some of the most common kinds of adjustments you’ll have to make:
- Add Keywords - Not to beat a dead horse with the whole expansion thing, but perhaps the biggest part of PPC maintenance is adding researched and relevant keywords.
- Add Negative Keywords - Keyword exclusions can be just as effective as keyword additions. You can reduce unnecessary costs and improve relevancy by adding terms as negative keywords.
- Split Ad Groups - By splitting your ad groups into tighter, more relevant groups, you’re creating more targeted landing pages and ad text. This can help improve your Quality Score and click-through rate.
- Review Keyword Costs - Just like keyword additions and exclusions can be so effective, total keyword deletion can also help your PPC campaign. So, shut off underperforming, costly keywords whenever appropriate.
- Refine Landing Pages - Customizing your landing pages is another little tweak that can go a long way. Revising content and calls-to-action to suit specific, individual search queries can lead to a big boost in conversion rates.
So, if you are just making the jump into PPC, we sincerely hope this brief breakdown of Pay-Per-Click Marketing and campaign maintenance is of some help to you.
If it all seems a little overwhelming and you’re looking to gain a deeper understanding of how PPC works, take advantage of our SEO consulting services. Or, if you just need a helping hand from our SEO specialists to get started with your PPC Marketing campaign, we can help with that too. Here at CTS, you’ll find nothing but the best in terms of SEO service in NJ.
No matter where you’re at in your internet marketing efforts, Climb The Search can help you start your ascent up the rankings today.