Paid Search (also known as Search Engine Marketing, Cost Per Click or Pay Per Click) is the process of gaining traffic by purchasing ads on search engines (Google, Bing etc.) You bid on keywords related your brand/website and create corresponding ads. You are charged each time your ad is clicked. This type of marketing can be overwhelming because you have to constantly test different ad copy, keyword match types, landing pages and there are loads of metrics to view.
If you decide to give Paid Search Advertising a try here are a few things to keep in mind…
1. Educate yourself. Paid Search campaigns can quickly get out of control unless you have a clear knowledge of the process and all of the moving parts. Several clients have hired us to help after the campaigns are active for months and when we login to their account we see they’ve spent hundreds of dollars with zero return.
2. Adjust your campaigns to only show your ads at peak times. If your business receives more traffic on weekdays than weekends, make sure your ads are only scheduled to run Monday – Friday.
3. Do keyword research. It’s important to know what words your audience enters into search engines. Google has a great tool that provides keyword suggestions and also shows the number of searches, the competition on the term and the approximate cost.
4. Make sure you include negative keywords in your campaigns. This makes it so your ads only show on relevant searches. If you only sell dresses, you want to make sure your ads do not show for pants or shoes etc.
5. Write good ads. Your ad copy is key. This is what customers click on to get to your website. You want to make sure your ad is relevant, stands out and includes a hook or call-to-action. For example, if you look at the image above, which ad would you click on? I would choose Sephora’s ad for the following reasons; it mentions free shipping and free samples, it includes my search term and “Shop and Discover Fresh Cosmetics” grabs my attention more than “Fresh.com.”
(Originally published on the Social Stylate blog)