14 Jun Search Engine Marketing Basics


Search Engine Marketing Basics (PPC Advertising Campaigns)
Once you have your website updated for conversions, including your mobile ready website and your list of keyword phrases, you can begin your search engine marketing (PPC) campaign. This will generate immediate targeted traffic which can convert into sales. The goal is to test and ensure that your website content and calls to action are converting and to determine the keyword phrases that are generating the sales. The goal is to eliminate bidding on the keyword phrases that are used by shoppers and bid more on the keyword phrases that send the buyers to your site.

NOTE: Most businesses are reluctant to invest in a PPC campaign because they view it as expensive or have had a bad experience. These bad experiences usually occurred because they attempted to do it themselves or did not work with a professional. We highly recommend that you discuss this with your internet marketing consultant and incorporate a professional PPC campaign.

The primary search engine marketing or pay-per-click advertising (PPC) networks are Google AdWords, Yahoo, Bing and Ask. Additionally, you can run a PPC campaign on Facebook. Since Google is the largest, we will use them in our example here. With PPC advertising, you create small ads that are run either on the search engine results pages or on websites with similar content.

What is attractive about a PPC advertising model is that you are only paying for the actual traffic you receive. You are not charged when your ad displays on the search pages. You pay every time someone clicks on your ad, which is linked to your website. You bid on keyword phrases that represent your business and that people are actually searching for. The primary benefit is that the traffic is highly targeted. For example, if a surfer enters “chiropractor in Tampa” into the search engines and clicks on your ad about your chiropractic services, there is a better chance of converting the visitor into a new patient. Essentially, you are offering exactly what the surfer is looking for. Additionally, Google offers PPC mobile advertising which allows you to target potential customers on mobile devices.

Mobile advertising works similarly to pay-per-click advertising. Your ads are displayed on mobile phones when users search Google using their cell phones. The user can call your business directly and they will be sent to your mobile-ready website or asked to download a mobile application if you provide one. With one in seven searches being conducted by mobile devices and one in three mobile searches for a local business, it is advisable to make this part of your online marketing strategy. Additionally, 50% of mobile searches lead to a purchase.
According to Google, 42% of people who see a mobile ad click on it and, “With mobile advertising, you can reach targeted audiences across platforms and devices with Google Mobile Ads. You can grow online sales, send more customers to your store, or build your brand across top websites and apps with innovative mobile ad formats.”
With the competitive challenges of ranking for Internet traffic, running a mobile advertising campaign can help your business generate leads and increase returns from potential customers.

It is not advisable to use mobile advertising if your website is not mobile-ready. If cell phone users cannot navigate your regular website, they will get frustrated and leave. You will be paying for traffic that you cannot convert into business. Your online marketing resource will understand how to incorporate an effective mobile marketing strategy into your overall marketing campaign.

In addition to providing an effective search engine marketing campaign, Our Niche Dominance digital media marketing strategies are designed to evolve with the rapidly changing search engine environment to ensure your business achieves a competitive advantage.

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