Effective Strategies for Paid Search Advertising

It takes years to build a brand. A well-thought-out marketing strategy is crucial for the success of any business and also involves a substantial outlay. As marketers devise strategies to maximize marketing ROI, they are increasingly turning towards digital marketing, especially paid search advertising/paid search ads for a quick and easy way to position the brand in front of a potential target audience.

Paid Search Advertising/Ads explained:

A form of digital advertising, paid search ads usually appear at the top and right side of relevant Google and Bing search results as seen below.

Google Search Advertising Services Google Ads

Paid search ads function as a pay-per-click model. This means a business pays for an ad only when someone clicks on it.

Why is Paid Search Ads beneficial?

While driving website traffic organically is the cheapest and best marketing tool in the long haul, markets operate dynamically. With many businesses popping up online, it is safe to say that there is a lot of competition for the same target audience. Start-ups and those launching a new product or service will take a while to build their SERP ranking.

Paid search advertising can help businesses in the immediate run by

Reaching a large audience
Helping to control the budget
Targeting specific keywords/ phrases and
Providing easy tracking of ad performance

Strategies for Paid Search Ads:

Keyword selection: Identify the important keywords and phrases you aim to target. Keywords trigger the ads that appear for people when they search for a product or service on Google/Bing etc.

Bidding for selected keywords: The next step is to bid on identified keywords. The bid amount is the amount of money you’re willing to pay to display an ad on the search engine.

Crafting ads and landing pages that drive conversion: After successful bidding comes the creation of compelling ads and landing pages that drive conversion when buyers click on ads. Ads should include the target keywords and the user search intent for quick capture of attention.

Choosing the target audience: Your ads cannot market to every user on the Internet, you should aim to target a specific group of people who will have an interest in what you’re selling. Creating buyer personas based on the target audience’s identified age, occupation, gender, and location allows for targeted outreach.

Monitoring the results: Analytics are the key to successful ad campaigns.

Always keep an eye on metrics like click-through rate (CTR) and conversion rate. This helps to identify the most successful ads and keywords. Pause or update ads that are not working as expected.

Paid Search advertising is a valuable addition to any digital marketing effort. At Arsiga Konics, we use PPC as a tool to maximize our client’s marketing ROI. Our experts help you improve your brand visibility, stretch your advertising budget, and boost your overall search efficacy. Give us a call today.