Search Engine Advertising: Pouring Gasoline on Your Sales Fire

Estimated reading time: 6 minutes

Imagine you’re hungry and want to find something to eat on Google. Maybe pizza sounds good right now. You pull out your phone and type in ‘best pizza near me’ and hit ‘SEARCH’ and are taken to the search engine results page. 

How many results do you want to go through before you make a decision?

15, 30, 150?….Probably not. You probably want the quickest answer to your search as possible.

The first result on the page looks stunning! It has tons of information about the pizzas, types of pizzas they sell, location, phone number, etc. 

Sounds awesome right? Well, IT IS!

That first result with all of the relevant information is an ad. A paid advertisement by a local company through Google.

This is search engine advertising (will also be called search engine marketing interchangeably in this article – same thing).

Search engine advertising is a powerful campaign tool for digital marketing of your business and helps put your desired products in front of your target audience at the exact moment they’re ready to buy. The best part about this is that almost anyone can use it. Pay per click is not just for the larger companies with the most money.

A successful search engine advertising campaign can be the tipping point for building quick and sustainable growth and gaining large amounts of sales in very little time. So, how does it help you?

Search engine optimization vs search engine marketing

There is a big difference between organic search results and paid search results. If you do a quick Google search, you’ll be able to see what I mean. But to save you the time, let me explain…

The first results at the top of the search engine results page are typically paid advertisements in Google AdWords. You will be able to quickly see this by looking for the word “ad” next to the title of the pages in the search results. Google AdWords search engine advertising usually works on a PPC model, or “Pay Per Click”.

This means that you pay money to have your link be one of the first to show up for targeted keywords, BUT you only pay when your link is clicked. Search marketing is an effective way of driving traffic towards your website because most people click on the first results they see.

Organic search results, on the other hand, rank in the search results based on how optimized they are for the targeted keywords. It requires a lot of detail in how keywords are used (keyword research), how many links point to the site, how many links point away from the site, and how much relevant content there is.

There are a lot of other factors that come into play for search engine optimization and it can require a lot of time and expertise. And since organic results don’t guarantee you’ll be placed on the first page of results, it also makes it really competitive. Ranking for competitive keywords can be next to impossible for smaller businesses and new campaigns. 

Reach the most people

Search engines are the most valuable digital real estate around. Billions of people pass by it every day and it could make or break a lot of businesses. How can search engine marketing help you here?

Ranking in organic search results can take a lot of time. You might not be able to afford time in the early stages of your business, at the beginning of a new marketing campaign, or if you’re on the cusp of a major holiday. 

Using search engine advertising can cut straight through those hurdles and put your link exactly where it needs to be in order for it to be successful. 

Another reason why search engine advertising reaches the most people is that everyone uses them. When you compare it to something like social media advertising, only the people who are on that specific platform will be able to see it.

Search engines are the gateways of the internet, everyone needs to pass through them. By strategically targeting keywords, you can have great results in your campaign.

Target your audience

Search engine marketing offers a lot of important data on who may be interested in your product and how to best reach them.

Professional SEM management services can utilize this data effectively and make sure that none of the money you put towards paid advertising goes to waste. Relying on experts is going to give you the greatest return on your investment.

By presenting your advertisements to the people who are most likely to interact with them, you’ll have an edge over your competition. Your brand can become more relevant to your target audience compared to brands that advertise in a less targeted way.

Increase brand awareness where it really matters.

Own the important keywords

Owning keywords in the search results is straightforward; owning them organically is not. You don’t have to play the SEO game like your competitors who at best, are using trial and error to get the results they want.

If you own the right keywords, you own the curiosity of people who are interested in anything related to your product. This is the holy grail of online advertising. It can skyrocket your digital visibility and give you results you just can’t get anywhere else.

This also means you should be very strategic in what keywords you use. It usually requires the help of professionals to narrow down the keywords you need to run a successful ad campaign. Choosing the wrong keywords can lose a lot of money and even hurt your brand.

The idea is to associate your brand with the words someone is most likely to use when searching for your product or any related products. And beyond that, you also want to target the keywords that people use when they are most likely to make a purchase.

Take out the guesswork and get guaranteed results by hiring professionals to do a deep dive into what the right keywords are for you.

Should you do it yourself or hire professionals?

You might have already looked into the process of conducting an ad campaign on search engines. It is simple enough for almost anyone who is slightly tech-savvy to do it. So, you should do it yourself right? Not exactly.

In order to receive the greatest return on investment from your campaign, it is always best to rely on the experts. Starting a campaign is exactly that—starting, but not doing. Actually, making successful advertisements is a complicated process that can take a lot of time and expertise.

Analyzing the vast amount of data and using it to your advantage isn’t exactly straightforward. You need to understand the relationship between the different numbers, how your advertisements are affecting them, and how you could use that information to make your campaign more effective.

It’s also better to have people who are only dedicated to doing this for you. If you do it yourself, you are bound to neglect another responsibility or something else you can be doing to help your business. A successful online marketing campaign will require you to stay up to date with the data and make real-time adjustments if necessary.

What happens next?

So the way I see it is you have three options:

1. Dedicate hundreds of hours to watching Youtube videos, buying online courses, reading manuals, and asking for help in ad groups. Then dropping hundreds to thousands of learning the systems and how to make them work.

2. Keep spinning your wheels and relying on word of mouth, hoping and praying that one day you’ll hit it big.

3. Or hire a professional team of Google certified ads specialists to help your business grow and scale quickly and safely.

What’s going to be easier for you?

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