Paid Search/Google Ads PPC
Targeting Customers Who are Targeting Your Products
Pay-Per-Click advertising allows your business to drastically improve its reach while utilizing targeting strategies to ensure that you are receiving highly qualified traffic. This means that you’re only targeting customers that are looking for what you sell.
Pay Per Click Advertising
PPC advertising allows you the opportunity to bring visitors to your site rather than have them land there by chance.
This is by far the most effective and efficient advertising system. Allowing only people interested in the actual goods or services you sell to end up on your pages.
PPC visitors are over 50% more likely to buy than organic visitors.
What is it?
Search Engine Advertising (SEA) is a form of pay-per-click (PPC) advertising in which a digital auction is run whenever a user enters a search in a search engine. This process results in ads being displayed as search results that the user can click on. Basically you are paying for clicks onto your website or, put another way, paying for qualified website traffic. Specific strategies and keywords are used to best match your ads to your business’s target audience and their buying intentions to generate the largest Return On Investment (ROI) possible.
An example of this would be if your business sells running shoes. You would want strategies that are set up utilizing specific keywords that target only the users who intend to buy running shoes. So if the user types in ‘Buy running shoes online’, your ad could then be triggered to display to the user. If you have your ads set up properly, you would NOT pay for auctions such as, ‘how to fix my old running shoes’. The issue is that both search queries include the keywords ‘running’ and ‘shoes’, but with proper setup, you’ll only be paying for qualified traffic.
Search engine advertising is very effective at targeting users who are deeper within the sales funnel. What this means is that they already have the intent to buy the products which you sell. We just have to help them find you, and guide them to your website.
There are multiple networks available in which we can run search engine advertising campaigns. Although Google owns the overwhelming majority market share in SEA, don’t count out the other players in the game. Depending on your product/services, target audience, and budget, sometimes it may be a better decision to utilize all of them or stick to the smaller search engines only.
Google Display Network (AdSense, Youtube, etc.)
Google owns multiple channels in which we can distribute your ads. These channels are lumped together collectively into the Google Display Network (GDN). Examples of ads on GDN would include most of the ad displays you see when reading through news websites and blogs. Depending on your end goals, it can also be advantageous to run your ads within this network.
Cost-Per-Click (CPC) refers to the individual cost you pay each time a user clicks on your ad to go to your website, or landing page. The CPC can vary vastly depending on your niche, audience, day of the week, the keywords themselves, etc. Ample care and planning must be done in order to provide the best ROI for your campaigns. There are many ways to optimize a campaign to decrease CPC and increase your ROI, but rigorous testing and research is needed to build a foundation of data to work from.
One of the most important aspects of SEA is the level of the potential buyer’s intent. Generally with SEA the buyer’s intent is very high, meaning they want to buy right now. Utilizing the right keywords and through rigorous testing, we can be fairly sure that your clicks will generate well-qualified leads. In sales these leads are often called ‘hot leads’, as they don’t need much care or nurturing in order to close the deal.
Search Engine Advertising (SEA) vs. Search Engine Optimization (SEO)
SEA & SEO work together to achieve the overall highest traffic numbers, and, depending on the setup, can help deliver a very high ROI.
SEA differs from SEO in that you’re paying for each qualified click onto your website from an external source. Whereas with SEO, you’re optimizing internal and external sources to provide the maximum amount of organic (not paid) traffic possible.
As we mentioned before, it is recommended to utilize both of these options to maximize both paid & organic traffic to your website in order to maximize conversions and ROI.
One of the greatest advantages of SEA is the ability to target users with higher buying intent through niche keywords. In the first example, you saw how we targeted people looking to buy running shoes, and kept out people looking to fix their old running shoes (probably not as interested in buying new ones). Proper keyword research and testing will reveal the data needed to make sure optimal keyword strategies are in place to maximize results.
Depending on what your product or service is, search engine advertising might be your primary PPC option, or it might be a secondary option. Using hard data and proven strategies that produce real-world results, we can help you make the proper decision on what your best option is to market your specific products/services. However, it never hurts to run a couple campaigns through the various PPC networks as a test. This can help to aggregate invaluable data points for future use.
The biggest advantages of SEA by far are the abilities to target buyers with a high level of purchasing intention, weed out non-buyers, and capitalize on huge amounts of inbound traffic through PPC ads.
The disadvantages of this type of campaign include the start-up costs required to develop adequate data from which to make informed decisions regarding optimization. This process can take a little time before the campaign is optimized and profitable. There are no silver magic bullets in marketing.
The advantages of low cost, qualified traffic targeted with the right keywords and strategic planning far outweigh the risks.
Properly utilized, SEA can provide HUGE increases in traffic and conversions in very short amounts of time.