How Does Paid Search Marketing Work?
Doing business online is all about being easy to find online. Which is why businesses agonise about getting making it onto Page 1 of Google. Paid search marketing makes getting found online a whole lot easier. And you won’t have to wait months for organic traffic to drive you to Page 1; you’ll gain immediate exposure at the top of the search engine listings.
Google processes 63,000 searches each second, which is an awful lot of traffic that could be finding its way to your website. In this blog the Outsource Your Marketing team explains how paid search marketing works, and how to run a successful campaign.
What is Paid Search Marketing?
There are two terms we need to get our heads around in order to understanding what it is we’re dealing with:
- Paid Search Ads. This refers to any ad which is placed on a search engine results page, or social media page.
- Pay-Per-Click Ads. This is the most common kind of paid search, and it refers to ads which appear on search engines and social media, and are paid for only when people click on them.
How Does It Work?
Say you’ve placed a pay-per-click ad on Google with keywords related to same-day flower deliveries in Bath. Every time a user types in words related to your business, the pay-per-click ad will appear at the top of their results page. This, of course, radically increases your chances of a ‘click’ through to your website.
For every click, the social media channel, or search engine will take a small fee. A successful campaign is one in which the amount paid out is paid for by the increase in traffic to your website, leading to a growth in sales.
How Do You Set Up Paid Search Marketing?
This is where it gets slightly more tricky. So let’s take it step-by-step:
- Set Your Budget. Decide how much you’re willing to spend on your ad. This will depend upon an analysis of the returns you can expect if your campaign is successful. Once your budget it set, your pay-per-click ad won’t exceed it in the course of a month.
- Choose Your Keywords. The keywords need to be carefully researched in order to be relevant to your customers, to the ad, and to the search query.
- Create a Landing Page. Your PPC landing page needs to align closely to your keywords and provide the user with product information, as well as ways to buy.
- Create an Eye-Catching Ad. Your ad should include relevant and engaging copy, which uses high-volume keywords.
- Decide on Targets. You can choose to target a particular location, age group, demographic, device or time-frame.
- Make Your Bid. This determines the cost of your campaign. It’s affected by: the competition for your chosen keywords, the quality and relevance of your campaign and your click-through rate.
Paid advertising requires experience and expertise to succeed. For this reason many businesses outsource their paid search campaigns to agencies or freelancers with a specialist track-record.
Is Paid Search Advertising Right For My Business?
Unlike organic marketing, paid search marketing makes an impact on your business instantly. A successful campaign will drive users to your website, at a point where they’re ready to buy. The use of carefully chosen keywords and precise targetting ensures that you’re ads are displayed to the right people, at the right time, with relevant messaging.
If you’re a fairly new company that’s still building brand recognition, paid search ads can help enormously. They’re positioned to catch the eye of interested users, and the consistent exposure to your brand will increase their trust in you, and make them more likely to click through in the future.
Detailed Analytics for PPC & Organic Marketing
Each time you run a paid search advertising campaign, you’ll get detailed and extensive analytics relating to it. These will tell you what the return on your investment is, the sales as a result of the campaign, and the number of clicks overall. You’ll be able to see what the most successful keywords were, and this information can inform your SEO strategy going forward.
About Outsource Your Marketing
Is paid search marketing a new world for you? Would you find it helpful to work alongside an experienced pay-per-click campaigner who can show you how the process works in action? Outsource Your Marketing provides specialist roles for businesses that need gaps filled, teams supported, or a marketing expert to do the job for them.