Is your company ready to take the next step in digital marketing? Paid search is an excellent channel for advertising if used correctly. Still, it’s an investment, so you want to make sure that you are prepared for it. To make your money back and more, you’ll need to do a few things first. Today, we’ll explain what paid search and PPC advertising are. Then, you can determine if paid search is right for your company!
What is Paid Search?
Paid search is a form of digital marketing where a person or company buys and shows advertisements on search engine results pages. This can be on search engines like Google, Yahoo!, or Bing. These ads show up in sponsored listings at the top of the search results, either as product listing ads, which include a picture, or regular text ads. The latter are distinguished from organic listings with an “ad” label on the left side of the web address. By ranking at the top of these pages, your business has more exposure and therefore, will result in more website traffic.
PPC is the most widely-used form of paid search. So your ad is listed in the sponsored listings of the search engine result page. Every time your ad is clicked by someone, your company pays a fee to the search engine. Your sponsored ads appear depending on the keyword that is searched. When creating these ads, you need to make sure that the keywords are relevant to your business. You will also have to bid for keywords, and the highest bidders will be the ones that are listed in the search results. You will then have to pay the amount of money you bid, each time your ad gets clicked.
Know Your Budget
Now that you understand what paid search is, you need to figure out if your company is ready for it. For your ads to be listed in search results, you must bid higher for specific keywords over competitors. This means that your company should be financially comfortable. Although paid search can be very helpful for exposure and driving website traffic, it is a great investment. The more clicks your ad receives, the more often you will be paying the fee. That’s why it’s also important to invest in website design and landing pages by focusing on improving your website conversion rates. If you’re paying for traffic, you want to ensure it will convert to sales. However, there are workarounds. If you’re working on a budget, you can target local and niche searches. These prices tend to be lower and people who search for those terms will likely be more interested in your offerings.
Paid search will be driving traffic to your website. Therefore, your company’s website should be ready to handle increased traffic. Make sure that your website has a great host, like Rise Local, so it doesn’t slow down or lag when it loads after the click. In addition, your website should capture the attention of these potential customers. The moment they hit your site your message should restate, remind, or reinforce your ad message and intent. Crisp, authentic photos with company logos vs stock photos also go a long way. Relevant, informative, and entertaining content is very important as well. The navigation of your website should be easy to follow, as well as the information they are looking for. You want your website to encourage further action, once you have landed traffic there. It will be wise to make sure you have the right calls-to-action and your website’s phone numbers, forms, and hostig is ready for the leads.
Ready for Faster Results and Better Brand Recognition?
The main difference between organic search and paid search is the speed of results. Paid search can generate faster results since you are bidding in an online auction for the search traffic. You may notice an increase in traffic in less than 24 hours. Organic search is a steady race focused on creating content and can take a few months before you start ranking at the top of search engine results pages. If you want to increase web traffic quickly, then try out paid search. Since your advertisement appears at the top of these listings, people will consistently see your name. This is great for brand awareness and recognition. People will see your business appear whenever they search specific keywords. The more they see your brand, the more likely they will eventually click on it. Just make sure your website is robust and ready to convert that traffic.
Digital Marketing at Rise Local
Paid search can help boost your exposure and generate leads that will hopefully turn into sales. Better yet, it works quickly! However, paid search is a big investment, both monetarily and timewise. At Rise Local, we can host and redesign your website, to ensure that it captures your potential customers’ attention. Our expert marketers and copywriters will help you choose effective keywords, create ad content that engages your target audience, and leads them through the sales journey. We’ll monitor your ad performance and expenses, all the while, so you’ll never go over budget. If you would like to learn more about our services, contact us today! We can’t wait to get started.