Digital marketing is made up of many different techniques and methods. Paid search is one of these techniques that have proved quite popular. Paid search marketing comes in many names these days like search engine marketing, pay per click, cost per click, cost per impression, sponsored listings, and search engine advertisement or paid for placement. If you are a newcomer to the world of digital marketing, all these terms might be a tad confusing. Let’s take a look at the basic meaning of the term paid search. Paid search marketing actually refers to the process of advertising using sponsored listings in a search engine or on a partner site by paying for each time the ad is displayed or clicked.
Cost per Click
This type of paid search involves paying the search engine for each time a user clicks your ad. This is often used in order to improve sales by companies or firms.
Cost Per Impression
This type of paid search marketing involves paying the search engine once your ad appears 1000 times on the user. No clicking is required from the user’s end. This is often used by companies or firms who are looking at boosting their brand awareness.
This is an advertising product straight from Google, and it offers pay per click as well as cost per impression as well. Interestingly, AdWords is one of the main sources of revenue for Google.
At the end of the day, the goal of any digital marketing firm is to ensure that their client url or name appears at the top of the SERPs. It is essential to be in the top five searches to be relevant to the user and having a chance of being clicked on. Pay per click is the easiest way to the reach the top of the SERPs, if you have the cash to back it up. Unfortunately, it is out of reach for most small businesses.
Also Read : Keywords: The Role They Play In Paid Search marketing
You need to be extremely competitive to survive in today’s world of digital marketing. Here are a few tips for newcomers to make their entrance into this complicated world of marketing:
Learn More About PPC
The results that are displayed at the top and on the side of a search engine page are often paid search ads. These ads are displayed to provoke the user to click on them to be taken to the landing page of the company. You are in competition with other companies for these top spots, and you only need to pay each time someone clicks on your ads.
Have Well Defined Goals
You need to have well defined goals in order to accomplish your target. Once you have a fixed idea is to what will happen once your visitor lands on your landing page, and what action you would like to take, it makes it easier to plan out your marketing campaign.
Select An Apt PPC Platform
There are several platforms available that have pay per click advertising for companies and firms like Google, Facebook, and Yahoo, etc. Each one has its own advantages and disadvantages. You need to research all the platforms and choose the one that suits your requirements.
Keyword research is the first step to be taken in creating an effective search marketing campaign. If the wrong keywords are used, the advertising budget goes for a toss, including all the effort that is put into creating the marketing campaign. Specialized keyword tools can prove to be very beneficial in making your marketing campaign successful.
Negative keywords are used by experts to filter out the search terms that are not important to the product or service that you are marketing. This helps save plenty of money, as it helps avoid our advertisements from showing up when these negative keywords are searched for by the users. Long tail keywords are great candidates for paid search campaigns, as people who tend to search for longer and more specific keywords are actually looking to make a purchase.
Once you have done your keyword research, you need to ensure that you make use of these keywords while creating your landing page. Google is very vigilant about the accuracy, and this allows marketers from earning their keep with honest practices. After getting a list of keywords to boost your campaigning efforts, the next step involves creating relevant test ads. The higher the click through rate n these text ads, the more cost effective is the paid search marketing campaign.
The ad text needs to answer the user’s query directly to provoke them to click on the ad. Usually, these texts are created to be eye catchy with the right keywords to tease the user into clicking on the link to go to the landing page. After you have mastered these steps, you can check your performance using the performance grader too. There are several such free tools to help you evaluate how successful you are with your digital marketing strategy. It also offers you a chance to make changes to your marketing campaign to get better results and more clicks.