When I was an intern at a small security company, the CEO and asked how much money it would take to run search ads on AdWords. I ran some numbers and came back with a number: $10/day. Immediately, he responded, “That’s $300 every month!”
It’s worth saying that I had no business making projections at the time, but the larger point is this: If we get scared of the “I” in ROI, we will always miss out on the “R,” the positive returns that come from the investment. When used correctly, Search Engine Marketing can both generate new sales and bolster sales that are completed through other channels.
The Benefits of Paid Search Marketing
Paid Search has a number of unique benefits that make it a great channel for every business.
- Results are highly measurable
It’s possible to see a variety of metrics within the AdWords interface to assess how well your ads are achieving your business objectives. This is a unique advantage over traditional advertising as it allows for a better understanding of the ROI of your ads.
- Ads appear above organic results
While SEO is a great long-term investment and important for every business, ads appear above organic results on the search engine results page. This means that an ad in the top 2-4 spots will appear above even the best Organic ranking. It is increasingly common that, on mobile, ads are the only results shown before the user scrolls. This means Paid Search Ads are a must for maximum visibility.
- Search ads work more quickly than organic
SEO takes time. After optimizations are made, Goole has to crawl the page again and register the impact of those changes. This process can take up to 3 months. On the contrary, search ads can be live in as little as 24 hours.
- Advertisers pick the keywords that trigger an ad
While companies are typically limited to a handful of keywords (at best) for any given page, search ads can send any number of keywords to the same page. While this is, no doubt, a benefit, I would be remised if I didn’t emphasize that, even if you can send all your keywords to one page, it’s important that page matches what the user is searching for.
- Ad messaging can be customized for individual searches
Search ads can be customized to reach a customer with the right messaging in the right moment. Because ads can be customized and targeted rather quickly, advertisers can promote a time-sensitive sale, speak to the time of year, or even speak to a user based on age, gender, location, or parental status.
How to Get Started
As the story goes, slow and steady wins the race. The same could be said of Paid Search as you will likely want to start small(er) and gradually expand to cover all of the offerings of your business.
To get started, I recommend bidding on brand terms. These would include your brand name and any variations of it. For example, Frito-Lay might bid on terms like Fritos, Lays, Frito-Lay, Cheetos, etc. These keywords will generally be the cheapest and generate the best ROI since the user is already searching for your brand.
Next, expand your keywords to include key programs. Continuing our Frito-Lay example, they might expand to keywords like “cheese flavored chips” or “cheesy potato chips.” The goal here would be to reach users that aren’t searching for your brand, but are searching for one of your flagship services or offerings.
Finally, expand your Paid Search ads to cover all of your offerings. For Cheetos, this might include keywords around Flamin’ Hot Cheetos, Cheetos Puffs, or Crunchy Cheetos.
By using this tiered approach, you mitigate risk and learn what works (or doesn’t) before there is a large amount of money at stake, making it safer and easier to have success with Paid Search.
Paid Search Advertising has many benefits and can be great for any business and, with a tiered approach, you can avoid any large missteps. If you would like more information about how Paid Search Marketing could work for your business, send us a message or give us a call at (877) 753-7034.