In the online world, businesses are constantly fighting for visibility. Most businesses want to find a way to reach their customers on the Internet and to stand out from other businesses fighting for their attention. To reach potential customers on Google, the most popular search engine across the web, many businesses use paid search, or pay per click (PPC) ads. For these ads, businesses bid on specific keywords, and when a user types in that keyword, the ad will immediately appear at the top of the search results before the organic results. Paid search ads grant businesses automatic visibility for target keywords. Here are some of the top reasons why businesses use paid search as part of their marketing strategy.
When creating a Google Ad, you’ll need to research demographics and personas and carefully choose the right keywords for your business and target audience. Then, you’ll need to match appropriate landing pages to your campaign. However, once this research and preparation period is finished, you’ll need to actually write your ad.
Digital marketing has undergone quite the transformation since the turn of the millennium. While there are still some remnants of the Wild West spirit evident in online marketing, it’s important to be realistic about what can be achieved in a given timeframe, especially when you’re considering entering competitive markets or competing with established brands.
Unfortunately, many businesses neglect to consider whether or not their organizations are prepared to support a paid search program before jumping in and spending a lot of money. Paid search campaigns can deliver strong results, but it's important to explain when and why it may not be right for every business or every situation. In this post we’re going to examine several factors that help to determine whether a paid search campaign is worthwhile for your business.
As a 20 year old Connecticut, New York, and Boston based digital marketing firm, we've seen hundreds of business owners try to handle their own Google Adword and PPC campaigns without the guidance of a PPC professional.
The reality of PPC management is that it's incredibly difficult, very deep, and obfuscated by Google intentionally. Compounded by the fact that competition among business classifications can be tough, unless you have someone that really knows that they are doing handling your campaign, you are going to waste countless hours and huge amounts of money, while making a tremendous number of mistakes. The learning curve here is not to be understated.
Poorly run PPC campaigns end up wasting time (how do you quantify THAT loss?), the marketing dollars you are putting towards your campaigns, and most importantly add to the cost of lost opportunity by missing out on potential new clients! Running a Google Adwords campaign and running a successful one are two very different things.
So why should you outsource your PPC management? Because the company you hire to run your paid search campaigns understand all of the following:
So, you’ve mapped out your Google Ad, scoured through demographic data, personas and keyword planners to determine the optimal keywords for each of your ad groups. You even have a basic understanding of how to match your landing page for your campaign. Think that’s enough to rein in customers for years to come? It’s not.
You still need to write a memorable ad that invites customers to click. A poorly written ad that does not incorporate best practices can come off as spam or simply unappealing.
Writing Google Ads is a nuanced art. Even if your copywriting skills fall well below the titans of your industry, you too can make ads that get click-throughs and results.
Any inbound marketer knows the value of SEO and organic search, but fewer people understand the value of paid search. Paid search can be a considerable asset to your marketing strategy. Particularly useful when used in combination with SEO, paid search can increase the quality web traffic to your site and improve your click through rates. Still have concerns? Here are some of the most common myths about paid search that deter people from taking advantage of it.