Today we're going to talk about Search Engine Marketing, also known as Pay Per Click (P.P.C.). Have you ever noticed that when you do a search on Google, you get a highlighted portion across the top with up to three search results and additional search results in the right hand column. If you look closely, you will also notice that it says "Ads - Why these ads?" in the top right corner.
This is your Pay Per Click results. You can actually pay Google to show up on top of the organic listings, the portion that is in white. To get started you simply sign up for a Google AdWords account, generate an ad, pick some keywords you want to buy, set up a budget and you're done! Well... unfortunately it's not that simple.
This is where we come in. The biggest misconception about Google AdWords is that if I pick a keyword and I'm willing to pay enough money to show up on top, I will. Unfortunately this is not the case. Just because you're willing to pay the most, doesn't mean you'll be on top. Google will actually take into account how relevant your website is to the keywords you are trying to buy. You need to have relevant content on your site for you ads to start showing up with proper Search Engine Optimization. If you want to learn more about S.E.O. be sure to check out our S.E.O. Post.
So let's assume you have a well built website, it's fully optimized and you're showing up on top in organic search results. You're ready to go after additional customers and want to build your AdWords Pay Per Click Campaign. The first thing you want to do is to figure out a budget, how much money are you willing to spend on driving traffic to your website? With Pay Per Click advertizing, you only pay when someone actually clicks on your ads, not when you show up. You can spend as little or as much as you like.
Once you have your budget figured out, this is where the real work begins. Picking out keywords, linking them to proper pages, having proper display ads, not overpaying for keywords and picking your geographical area. This not easy work and can be very time consuming.
Let's use a company that sells granite counter tops as one of our examples. The first thing you want to do is pick out your geographical area. Do you travel to your customers for a free estimate? Do they need to drive to you to pick out the granite slab? You need to know your demographic and where you want to target. Once you've picked out how far out you want to target, you need to design an ad that stands out from the rest.
You have control over what your ad says. You would want to have your company name, your promotions and the link to your website. Let me give you two examples below, and you tell me which one you would pick:
ABC Granite.
Great deals on granite.
www.abcgranite.com
OR
ABC Granite! $30/sq ft!
Granite Sale! Free On-Site Estimates!
www.abcgranite.com
I know I would pick the second one. What about you? You can also include links to some of your internal pages and create different ads for different keywords. This is where keyword selection comes in to play and is very important. Do you want the same ad to display for the keywords "Granite Counter Tops" and "Marble Tile Installer?" I wouldn't...
At Instill Solutions we can help you build a campaign that delivers results. Remember, it's not all about traffic, it's about quality and return on investment. We will do market research to see what keywords people are using to find businesses like yours. We will monitor your keywords, your display ads, your budget and give you advise every step of the way. You already have enough to worry about in your day-to-day business. Let us do all the heavy lifting for you and worry about the customers that are walking through your door! Give us a call or send us an e-mail by visiting www.instillsolutions.com.
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