People are already searching for what you offer, but are you capturing as many of those people as you can? Search Engine Marketing is a tool to help you reach and convert more of your potential customers; when someone searches for a product or service that you offer, are you coming up in results with a message that makes the most sense? Or are your competitors getting a better shot at that business?
People are searching
Ads show up before any non-paid result and to the right. We call these areas the top rail and the right rail of the Search Engine Results Page. They are positioned by google based upon 2 main factors: Quality of the Ad and the Keyword Bid $$. Quality of the Ad is ranked on other factors (maybe a future blog I’ll write) and keyword bid changes based on every query.
Below you will see a local search for badger gear. On the right there are Product Listing Ads that look pretty appealing. There is also the ad for UW-Madison Badger Gear that pops out with a local address. If I were looking to buy today, I might click right there for directions to the local company, or click a picture of the actual product that catches my eye. You can see from your own experience that when the information you are looking for is presented well and quickly, you are likely to act.
Options that best suit your business
There are a few ways to advertise with Google: Keyword based Text Ads, Geographically targeted Ads, Contextual Ads, Banner Ads, Video Ads, and Product Listing Ads.
The most common starting ad campaign is keyword based text. You choose the keywords that you would like to target ads at. When someone searches Badger Apparel, I would like my ad to show. We would then bid on the keyword Badger Apparel. Now it’s really not all that simple. There is a lot of keyword research that goes into finding the best fit keywords for your business. Those keywords all need to be bid on and strategically categorized by type of query. Next we consider the ad creation making sure copy fits into restrictions and meets quality standards. Google will not just show any ad that is created, just because it has the highest bid. Again, they have a ranking scale for quality that plays a large role in where your ad is placed.
Here is just an example of the text restrictions that you have to work creatively in.
As you can see, you have to be very strategic and creative about word choice. Luckily there are now some other extensions available to texts ads to help you include more relevant information, but in all honestly having the most information is not the goal. The goal is to be most appealing and useful to the end user right off the bat so they are intrigued and click into your sales funnel.
Don’t let the options steer you away from capturing top quality potential leads with paid search advertising. Talk with us more about the best option for your business by filling out our contact form.