Paid Search Tips and Strategies
Paid Search Tips and Strategies Overview
Paid search is an advertising model of Internet marketing that involves advertising on search engine results pages. The following paid search tips may help you understand the terminology used when discussing paid search strategies:
- Pay Per Click - (PPC) advertising model that involves paying for each website visitor
- Search marketing - industry that includes SEM and SEO
- SEM - search engine marketing
- SEO - search engine optimization
- Why pay for the click? Because you get targeted qualified traffic even if you're already listed in the natural search results
These paid search tips are based on our experience; we recommend the following paid search strategies:
- Create a solid account structure
- Create a conversion-friendly landing page
- Use long-tail keywords in your paid search campaigns
- Exclude irrelevant keywords from your search campaigns
- Test multiple ad copies at the same time
- Closely monitor your performance metrics and adjust account settings accordingly
FAQs about Paid Search Tips and Paid Search Strategies
Q. Are my competitors allowed to bid on my name?
A. Yes - they are allowed to bid on your name (even if it is trademarked). However, they are not allowed to use your name in their ad copy.
Q. Why pay for the click?
A. You get targeted qualified traffic even if you're already listed in the natural search results, and there is an inherent benefit from integrating paid search results with natural search results..
Q. How do we compete with brand name advertisers?
A. Find a reasonable bid for your paid search budget and see if you can convert in a cheaper position.
Q. What happens if people click on my ad over and over?
A. This is called click fraud. We closely monitor suspicious activity on your Pay Per Click accounts and work together with search engines' click quality teams to prevent and identify click fraud.
Q. Can I search for my own ads?
A. We discourage advertisers searching for their own ads for a number of reasons. Searching for the ads without clicking on an ad will increase the number of ad impressions, reduce the relevancy of the ad, and in the long run it will hinder the Pay Per Click efforts. You can use the Google Ad preview tool to preview your ads on Google without having an effect on the performance of your ad: https://adwords.google.com/select/AdTargetingPreviewTool
A. Absolutely! If you don't - somebody else will. Additionally, people misspell websites all the time (www.example.com, ww.example.com) so if you're bidding on your own name/website you're likely to capture that traffic.
Q. Why is my website not converting on PPC?
A. User experience on your website might be poor. Users might not be able to find what they are looking and simply leave.
Q. If I spend more on PPC - will my natural rankings go up?
A. No, but there is an inherent benefit of your ad being displayed twice on the same page for your Holy Grail keywords.
Q. If I have top natural rankings - why use PPC Paid Search?
A. Branding is a huge factor. Additionally, being in two places on the search engine results page tends to increase the probability of a user clicking on one of your ads, as compared to the ads appearing on two seperate pages.
Q. I've had amazing success last year but this year's performance is average. Why?
A. PPC paid search market changes as more advertisers join advertising space. Past results do not guarantee future success.
Q. I'm a small shop. Will PPC work for me?
A. Absolutely! PPC advertising can drive foot traffic to local stores by narrowing the field of targeted Internet users to a specific geographic area. It's a cost-effective way to drive more business.
Q. Can I get PPC up and running in an hour?
A. Yes - but we usually recommend investing at least 4-6 weeks into research, analysis and development to maximize the effectiveness of your PPC campaigns.
Q. How much does paid search advertising cost?
A. Cost of a paid search PPC advertising campaign is extremely flexible and is completely up to an advertiser. You set the actual daily/monthly budgets and have full control over when to pause or resume campaigns.
Learn More About Our Paid Search Management Services
Contact Prime Visibility today to learn more about Prime Visibility's Paid Search Strategies, to obtain answers to any questions you may have or to request your FREE Internet Marketing Information Kit. Prime Visibility is a full-service Internet marketing firm offering a broad array of services.
If you would like to receive a FREE PRIMEVIEWsm (an analysis showing you what the search engines "like and don't like" about your website) including a Keyword Domain Ranking Report (showing you how well your website currently ranks in Google, Yahoo! and MSN using keywords for which you would like to be found) and an analysis of your website through the "eyes" of four search engines (an $895 Value), please click here.
