In advertising and marketing, we know paid search marketing with different names. SEM, PPC and search engine advertisement are the most commonly used names of paid search marketing. If you will use paid search marketing, you can get lots of benefits. First, this kind of marketing technique will contribute to the business goals. Secondly, it is a measurable and trackable marketing technique. Thirdly, it allows the users to control their marketing campaigns. Fourthly, it also works well with other marketing channels. Fifthly, it is also offering incredible targeting options to the users. As a beginner, you will not have enough idea about the paid search marketing. Here, we will discuss the working of paid search marketing for the beginners.
How Does Paid Search Marketing Work?
When we search a keyword on the search engines like Google, we see ads against these keywords. These ads appear at the top position against these keywords. As an advertiser, if you want to show ads relevant to the user’s search query, you will have to select keywords. After selecting these keywords, you will have to check bids on these keywords. If you will select these bids, your ads will appear on the search engine results. To set up these kinds of ads, you will have to use Google Ads account. By using this account, you can select the placements of the ads. On this account, you will get complete information about the ads. For example, you can show ads based on the location, product type and useful category etc. Here, we will discuss the main components of your ad campaigns.
Keywords play a central role in paid search marketing. With the help of these keywords, the advertisers can connect with the search queries of the users. The actual words that users type in the search box of the search engines are queries. On the other hand, the words that marketers use to fulfil the search queries are the keywords. While starting a paid search campaign, the advertisers have to select these keywords. When you are selecting keywords to show ads, you should select variations of these keywords. Its reason is that all the users don’t use the same keywords to search the same thing. The advertisers can also select negative keywords. The advertising platforms will not show ads against these keywords.
After selecting the keywords, the advertisers have to select the ads to show in their ad campaigns. You should be very careful while selecting the ad group. Its reason is that the success of your ad campaign depends upon the right quality ads. In the ads, there come headlines, URL and description lines etc. The search engines will show these ads on the top of the search results. Sometimes, they also show these ads at the end of the search results. You should try to test different versions of the ad campaigns. After testing different types of ad campaigns, you can select the best ad campaign for the success of your website. For the enhancement of the ad campaigns, you can also use the features of ad extensions.
Budgets and Bids:
To run an ad campaign, you have to allocate a specific budget. After allocating the budget, you should also select the budget while selecting your ad campaigns. To select the budget means that you should select how much money you want to spend on a specific keyword. You can easily adjust your budget at the campaign level. To select the bids, you will have to use the ad group. After selecting the budgets and bids, you should take an overview of your budget on daily basis. Anyhow, you should not cross it from your monthly spending. You can select the budget of the ad campaigns based on your account strategy. On the other hand, you can control the speed of spending by using bids.
According to a dissertation help firm, if you want to show your ads in the most valuable places in the SERP, you will have to win the highest ad rank. Google will consider lots of factors while providing ad rank to your ad campaigns. First, it considers the bid amount. Secondly, it also considers the relevancy and quality of the ads. Thirdly, Google also considers the context of the paid search campaign. At last, it also considers the format impact of the ad campaigns. To determine the ad relevancy, it determines the quality score. The most important components of the quality score are CTR, the relevancy of the ad campaigns, the relevancy of the keywords and loading quality of the pages. If your ad campaign has the highest quality score, you will enjoy the low CPC. If an advertiser tries to play tricks with Google, Google will penalize this advertiser.
After selecting the keywords for your ad campaign, you have provided a signal to Google to show ads to the audiences. Along with keywords, there are also some other targeting options. If you want to make your ad campaigns successful, you should also consider these targeting options. The most important targeting options for the advertisers are device targeting, location targeting and demographic targeting etc. With the help of these targeting options, you can show your ads to the right audiences. For example, you can show ads to mobile users only. You can also show ads to the people under 25. This is the best technique to optimize the performance of your ad campaigns.
When you will run an ad campaign, your main aim should not be to win clicks only. You should also try to obtain conversions. Google and other advertising platforms will charge on PPC. When a user enters into your website, it’s up to you to convert it into the customer. To convert these clicks into conversions, you will have to consider some specific things. First, you should encourage users to purchase a specific product. Secondly, you can also encourage them to sign up for a newsletter. Thirdly, you can also encourage the users to place the phone number and much more. The conversion of the ad campaigns depends upon the PPC campaigns.