Are you getting ready to launch your first paid search campaign? Make sure you take a look at this guide to learn some helpful tips.
If you want to know how to launch a paid search campaign, look no further!
Paid search marketing is something that many businesses invest in because it can guarantee that they grow. Unlike other digital marketing strategies, paid search engine advertising revolves around reaching out to a specific audience.
Many businesses have a problem launching their first paid search campaigns because they’re unsure of where to start. Fortunately, starting a campaign doesn’t take long, you just need to follow a few steps.
Read on to learn more about paid search advertising and how to launch your first campaign!
What Is Paid Search Advertising?
Paid search advertising (or paid search marketing) is a process that involves placing advertisements on search engines like Google and Bing. These ads will display whenever a person searches for something similar to what you’re advertising.
For example, if you post an advertisement for scooters, users will see the ad when they search for scooter-related things. This marketing strategy is highly effective because it’s pay-per-click, so you won’t have to pay for anything until someone clicks on the ad.
Most of these ads will consist of text with a link to a page. These ads will show at either the top or bottom of search results.
If a customer searches for a specific product from you and your ad happens to show, you won’t pay for the conversion because the person was already searching for you.
Organic and Paid Search
Organic search is when a customer searches for your business instead of getting to it from an advertisement. Paid search can help boost your organic search because you’ll be making people aware of your business, but Google prefers that you get organic searches.
When it comes to organic vs paid search, it’s best to focus on the two at the same time so you can maximize your profits. However, you’ll eventually want to stray away from paid search so you can focus on boosting your site’s SEO and get more organic searches.
Choose Keywords Related to Your Business
One of the first things you’ll need to do when you’ve decided you’d like to invest in a paid search campaign is figure out what keywords you’ll use. This step is crucial because you’ll need keywords that are relative to your business and will guarantee people see your ads.
Your keywords will vary depending on which kinds of products and services you offer. For example, a company that sells fitness equipment may use keywords like these:
- Fitness equipment
- Gym equipment
- Exercise equipment for sale
Whenever someone searches for those keywords, they’ll see advertisements that contain them.
It’s best to use something like Google’s keyword planner so you can find out which keywords will be harder to rank. Keywords with higher competition will be harder to use, so find things that get a lot of searches but little competition. When a keyword has high competition, it just means that a lot of people are using it in their ads.
You can also use premium keyword research tools, such as SEMrush or Ahrefs, though these may not be the best options for small businesses because they’re expensive. However, they offer a plethora of features to make finding keywords easier.
Make Several Ad Groups
When you’re trying to advertise various products, it’s best to organize them into ad groups. So if the company that’s selling fitness equipment wants to advertise home, commercial, and outdoor equipment, each one would be in a group. They wouldn’t advertise home equipment with commercial equipment.
Each ad group will be centered around different keywords that you’ll use to connect with your target audience. Making several ad groups also lets you reach out to more people because your ads will cover more keywords.
After running an ad campaign for a while, you can see which groups are working. You can then change or remove the groups that aren’t getting conversions. It’s best to remove the ad groups that aren’t doing well and putting your money into those that are bringing in a lot of traffic.
Advertise at the Right Time
While digital marketing is effective at all times, you should focus on advertising during the peak seasons in which people purchase things. For example, the most common times that people shop are around holidays and major events.
Towards the end of the year, you’ll have more people to reach out to because they’ll be actively seeking products for Christmas. During this time, you’ll want to increase spending to get your ads seen by as many people as possible.
The only downside to advertising during a peak season is that you’ll have a lot more competition.
Aside from putting more money in during specific seasons, you can schedule your ads to show at certain times in the day. If there’s a certain time when customers are searching for products related to yours, you can show more of your ads during that time and decrease how often they show at other times.
Start a Paid Search Campaign Today!
No matter what the size of your business is, you can grow massively with a paid search campaign. Whether you’re trying to reach out to current customers or bring in new ones, paid search marketing will bring in more traffic and revenue.
Start by thinking about the products and services you offer. From there, you can research keywords related to the things you offer and use them within your ads.
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