Managing Your Paid Search Advertising Effectively
Search engine optimization is no simple task. You’re basically trying to figure out how to both appease users and create a website that answers what questions a user might have when they first visit, as quickly as possible. You’re also trying to create a website that makes it as convenient as possible for the current algorithm of a search engine to crawl your page and rank you above your competitors.
What is Paid Search, and Why Does It Matter?
Paid search is extremely effective. A massive portion of the screen is taken up by sponsored links whenever someone keys in a competitive search term. While organic SEO is doubtlessly important, paid search ads deliver the edge you need. But paid search is also expensive, and requires resource management. That’s where an affordable website advertising company can help your company save money. When you’re using, say, Google AdWords, which as per Webopedia is Google’s official advertising system, you pay for how long an ad stays up, how many search terms it shows up for, and the size of the ad.
However, as per Forbes, AdWords is very expensive for small companies, especially without a targeted campaign. That means if you want your paid search to pay off, you need to be efficient with it. You may want to look into alternatives to Google’s official solution. All this means considering a few things before you take out your first ad on Google:
Keyword Importance: You need the right keywords, and you need to be careful about them. If you choose keywords that are even vaguely irrelevant to your business, you risk targeting people who ultimately won’t even turn into leads because your product or service doesn’t interest them.
Perfect Timing: Timing matters. You don’t want your ad to be up all the time because that’ll just get too expensive. That’s why you should consider when people will be awake and most likely to search in your area. This is especially important if you’re focusing on local search, by adding the neighborhood name into your keywords.
Focus on Local: Since paid search is all about making sure you’re using it as efficiently as possible, you’ll want to focus on targeting your demographic as much as possible. This means you should be focusing on local search. Unless you’re an online business selling a service to businesses all over the world, regardless of location, focusing on local strategies can be a great way to narrow down your resources and use them more effectively.
Specify Negative Keywords: The final tip to a great search ad campaign is to specify negative keywords. In your campaign manager – like AdWords – you can specify keywords that have nothing to do with your product, thus eliminating the cost of searches from customers who will simply have no interest in your product.
As per Google itself, this can be fairly general, such as eliminating terms like “free” or “rent” if you’re a store that only sells and doesn’t rent out its products, or terms like “stainless steel” if you only provide, say, PVC plumbing.
Through these tips and more, you can lead your company to success by outranking your competitors, and claiming a slot in at the very top of the most relevant searches.