DID YOU KNOW? The average amount spent on paid search accounts is about $2500 per month!
This helps one to establish that paid search is actually a fine-tuned approach to marketing. Used by small businesses, paid search ensures that the desired metrics are achieved, translating into long-term success.
In the present day and age, if you are not one to shy away from innovation, you can get your business on the right track in no time at all. This is where paid search comes into the picture. Widely acknowledged as a means for extending the effectiveness and reach of your marketing efforts, paid search is known to deliver tremendous results.
To fulfill any ulterior motives, businesses seek marketing strategies such as brand building, cost-effectiveness and demographic targeting. Paid search is undoubtedly a rational approach to securing the desired exposure. With only good to come out of it, it is now a booming business.
It is known that all the major search engines, be it Google, Yahoo or Bing accept paid listings. This peculiar search engine advertising ascertains that your website acquires a position among the top results for the targeted keywords within a day or two. Not only is it a viable long term advertising option, it can serve as a solution for those who wish to quickly build brand visibility.
A Look at the Statistics- Is It Really That Effective?
While one may find it hard to believe, in 2011, the amount spent on paid search marketing reached $34 billion. To further cement its significance, it does not come as a surprise that paid search is now an industry rendering promising profits.
In addition the amount spent on paid search is quickly gaining on other advertising mediums. According to statistics:
The graph above shows that in a period of merely five years, the amount spent on paid search increased by 250%.
Tips For Businesses- Get the Wheels Going In the Right Direction
Just imagine this scenario. Your advertisement appears in a magazine or on TV and is viewed by a prospective customer. Assuming that the customer will be captivated by your ad and stop whatever he/she is doing is a big assumption because it is highly unlikely that it happens and that the customer responds to the call-for-action then and there. Are you at a dead-end? No!
While your prospective customer might not be able to recall your company’s name, he might remember the product name. He might forget the headline but he might recall a part of the concept and with these fragmented pieces of information, the only place he is going to end up at is a search engine.
Any customer interested in your product or service without sufficient information about the direct source will use a search engine. This is where you can use paid search to significantly increase the accessibility of your product or service. With paid search, you dissect your message and by taking into consideration the various ways a customer will apply it or react to it in his life build a list of terms. When these terms are searched, the customer is led to you even if all he remembers is only a small part of your campaign.
Since you get to choose the terms you want to associate with your services or products, it is highly targeted. When you are spending dollars on it, why not maximize their effect and make it totally worth it? Some tips to make sure your business stays right on track are listed below.
Choosing the right keywords- The significance of building your paid search strategy around the right keywords cannot be stressed enough. As an owner of a small to medium sized business, one has a limited amount dedicated to marketing. Since every click counts, make sure you go for keywords that have less competition as compared to others. KeywordDiscovery and WordTracker are some tools provided by Yahoo! and Google which are a good place to start.
Promote when it really counts- An important aspect to take into account is that the campaign should be adjusted to the peak times for your business. Termed as ‘dayparting’, it is the most powerful yet simplest strategy which is often overlooked. This strategy establishes that a campaign should be initiated at a certain time so that your website can increase its chances of being clicked on by the desired audience.
Selecting longer terms- Another strategy that can serve as a strong weapon in your arsenal is to select longer keywords. These terms attract users initiating searches for very specific or niche terms. For instance, ‘hotels in Barcelona’ is a generic term. In comparison, a more specific longer term would be ‘dog-friendly hotels in Barcelona’. This will not only reduce the cost-per-click but you also will only be getting traffic from people doing specific searches. Furthermore, you will be able to easily assess what customers want and the quality from these clicks will considerably increase.
Find out negative keywords- Adding negative keywords will help you filter the traffic ensuring that eventually only relevant individuals reach you as any customer with needs that you cannot fulfill will only waste time. If you deal in scuba-diving equipment but you do not rent it, use words like ‘hire’ or ‘rent’ as negative keywords.
Ad copy- The most important aspect to optimize your marketing campaign is to create a web copy that is persuasive, distinctive, triggers call to action and instantly catches the prospect’s eye. This is one huddle where you cannot afford to fall. Irrelevant ad copy will make you suffer in terms of quality score. If you are selling a new proposition or offer, say so and watch your efforts work wonders.
Take a vertical approach- Tools like Google Adwords allow you to put your ads on display on their partner and content networks. While some debate that content networks are not that effective, since they rely on Google’s understanding of the content of web-pages, your ads are displayed only at relevant sites. You can choose sites where you want your ads to be placed. This will serve as a highly targeted placement campaign.
In a nutshell, adding paid search to the repertoire of marketing tools will extend the scope of your marketing efforts with only business growth to follow. Go for paid search today as it serves as a catalyst to bring about the desired success without breaking your bank.