Paid Concept

Digital Marketing Strategy 101 – How to Make Paid Search Work For You

With paid advertising, you can bid for your ad placement in a search engine’s sponsored links for keywords that are related to your business. This a great way to leverage your digital marketing strategy.

Still Confused?

Search engines have 2 kinds of results: organic and paid results. SEO results are organic results that take a lot of time, effort, and knowledge to win the highest organic search engine rankings. Not everyone is interested to click beyond the first page.

Paid search can be in the form of Google Adwords and PPC. Google digs into the pool of AdWords advertisers whenever someone initiates a search. They automatically choose the best set of results that will be shown on the first page based on quality and relevance of the keywords, ad campaign, and the size of keyword bids.

You can allow yourself to control your budget because you’ll only pay when someone clicks on your ad. You have total control on how much money you are willing to spend for a user to visit your website. You can be detailed with your target options.

Rules in Paid Search Options

Google Adwords is the PPC platform of Google. It is designed so users can attain maximum ROI. It is calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality).

Keywords Optimization

Keywords are essential for any online search marketing campaign to rank your website. Bidding on wrong keywords is a total waste of your resources. Create a relevant and captivating text ad that can help your ad get on the first page of search engines. Google keeps track of the accuracy of keywords so make sure that your keywords will match the text of the landing page you are trying to link.

Build a High Click-Through Rate

Your keywords should be highly relevant to your audience’s search query. For example, using “organic fresh food free shipping” is better than “organic food” alone. Never lead your audience to a general page, be specific. Don’t get too broad with your keywords. Common keywords may have the higher volume of visits than those long-tail specific search targets but are not as accurate as a search result.

Design a Winning Paid Search Campaign

Constantly monitor your campaign and make sure that your goals are being met and if your keywords are being effective. This can be one of the most cost-effective and revenue-generating for your marketing strategy. Keep tweaking to get better results.

Monitoring Your Paid Search

After you have established your paid search, check your progress and see if everything is working according to your plan. There are some tools which may help you evaluate performance much easier than looking at a bunch of numbers. For example, Performance Grader is a comprehensive tool that helps users to evaluate how their AdWords ads are performing in terms of click-through rate, impression share, quality score, text ad optimization and alike.


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Posted in Adwords, Google Related, Lead Generation.