Is Paid Search Marketing for You?
The vast majority of businesses today rely on their company website to promote themselves and their service offerings. Interested people visit a company’s website and take any number of actions: read about the company’s services, fill out an inquiry form, call their toll free number, buy their products, or, if they’re not interested, click away.
The challenge companies face is to get people – potential customers – to visit their website in the first place. If these people know you, they can perform a quick, simple internet search based on your company name. But, if they don’t know who you are or what you do, getting them to your website takes some doing.
Web developers specialize in making sure a website is optimized to appear in search engine results through the use of search engine marketing (SEM) tools such as search engine optimization (SEO). SEO is about making a website appear high in natural, or organic, search results. A user enters a search query using relevant keywords, and receives search results that match the query based on relevance. A website that has been search engine optimized will have taken into consideration all relevant keywords and thus improve their chance of appearing higher in search results – and ultimately being shown to the person looking for their services.
Another way a business can be found on the internet is through paid search results. Paid search is a form of internet advertising – also known as pay-per-click (PPC) – by which a website owner pays for their web page/ad to display when a user performs a search using specific keywords and then clicks on the company’s ad. Different search engines (Google, Bing, Yahoo, etc.) display paid ads differently, but, in general, the ads appear on a search engine results page either above the results of an organic search or set off to the right. Paid search results can be further set apart with other visual indicators such as shading or a border around the ad itself.
The advertising space available on a search engine results page is limited, so advertisers must compete for this space by bidding on how much they are willing to pay if someone clicks on their ad. If an online advertiser bids higher than other advertisers, and their ad is highly relevant to the search being performed, their ad is likely to appear at or near the top of the search engine results page.
As with other forms of SEM, the objective of paid advertising is to strategically increase traffic to a company website and generate leads and conversions for the business. An effective paid search advertising campaign ensures that a company’s online marketing message lands directly in front of the company’s target audience – those who are most likely to buy their products and services – and gets them to click on the ad.
Of course success and effectiveness of a paid search advertising campaign also depends on how well the campaign is managed and monitored. Because a company pays for their internet advertising every time someone clicks on their ad, the ad should be the most relevant it can be to the person viewing it. If someone clicks on a paid ad and is taken to the advertiser’s website, but then immediately clicks away, the relevance of the ad to the person doing the search was not optimal. The goal for a company that uses paid advertising should always be for whoever clicks on their ad to be looking specifically for the very business offering the company provides, so that once the person lands on their website or landing page, they see exactly what they’re looking for.
A business that is thinking of doing a pay-per-click campaign would do themselves a huge favor by consulting with a professional web development company that is experienced in managing these types of campaigns. The expertise that goes into understanding, setting up, and running a successful campaign is usually beyond that of the average business owner. The best way a company can maximize the return on its paid search advertising investment is to rely on an expert to run and manage their campaign. Paid search campaigns require the following, and more:
- Proper keyword research
- Well-written, effective advertising copy
- Analysis and tracking of the coding and tagging associated with the ad campaign
- A relevant landing page that maximizes the investment on the advertising and conversions
- Checking for click fraud (fraudulent clicking on the ad)
- Industry expertise and competitive knowledge (knowing what the competition is doing)
Paid search and pay-per-click advertising is not going away any time soon. This type of SEM has proven effective and lucrative for those companies who fully understand and are engaged in how their campaign is set up and managed. To learn more about how your business might benefit from paid search and PPC, contact Perfexion, Inc. – a professional web design and development company in the Philadelphia area that understands everything you need to know about internet advertising. Perfexion specializes in helping clients market their business using all available online tools. Contact them today to schedule your initial consultation.
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