Paid Search Ads
Having a great website helps you organically pop up higher in search results, but you can also leapfrog to the top of a page of results by using paid search ads linked to a set of keywords relevant to your brand.
You pay for each click on your ad (which is why these ads are also known as pay-per-click, or PPC).
Getting an ad into that highly visible area involves winning an automated auction that takes into account the price-per-click you bid on a given keyword, as well as the quality (as determined by SEO principles) of your site.
“You have one line to catch their attention and get them to click your link in a sea of similar-looking links”
Getting started with Paid Search Ads
You can have an ad built and online in a matter of minutes using platforms such as the most widely used Google Adwords, as well as similar offerings from Yahoo and Bing. Find which keywords your ideal customers would search for. Start with a specific description of the product or services you sell and include your location to help you target the most likely buyers. Instead of ‘knitwear’ (too broad), go for ‘hand-knitted angora sweaters, North London’.
- Write your ad.
- Who’s your customer? You have one line to catch their attention and get them to click your link in a sea of similar-looking links.
- Set your maximum daily budget.
- Keep in mind that popular keywords cost more per click than less common terms (because other companies are bidding for them too).
- Use your platform’s conversion tracking.
- If an ad isn’t driving the traffic or sales, reword it, and test, test and test!
Pro Tips for Paid Search Ads
You know your leads are quality – the people who clicked on your ad had searched for something you’ve got.
Fast results – much quicker than waiting for your natural search ranking to rise
Easily targeted – you can bid by keyword, and by region
Competitive – common search terms might be expensive
Text only – you can’t show images or have much control over how your ad will look
Costs – easy to manage, as you pay on a cost-per-click basis
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