Search Engine Marketing – What is it and how can you leverage it for your business?
PPC or Pay per Click is search engine marketing is the process of advertising on the search engines such as Google, Bing & Yahoo.
Search Engine Marketing is an important part of the overall Digital Marketing Strategy.
The process starts with researching the business’s keywords that you want to show up your Ads for in the search engines.
After that, your ads will start showing up based on your budget, bid amount and will get charged each time your Ad gets clicked.
In other words, you will only pay when someone clicks your ad & not just for the impressions shown.
If you are planning to spend money on Google Ads, you want it to be done correctly, right?
Otherwise, you will end up losing a decent amount of money without getting any return on your investment.
You can watch this video or read the whole article.
1. Keyword Research:
Use Keyword Planner, a free tool offered by Google to its users. Use this free tool to get the list of keywords related to your website which you can use to later choose the best keywords you want to show up your ads for in Google.
2. Ad Groups:
Use different Ad groups for each theme of keywords.
Let’s clear this. For example, you have an e-commerce store selling various electronics products, you want to make that you add keywords related to each ad group.
For smartphones category, you have smartphone keywords & not the cameras related keywords because they won’t be relevant and you will end up paying more cost per click without getting any leads.
I have prepared a Gif that clearly explains how the Ads pop up with different keywords. (see below)
When I searched Google for the keyword “smartphones”, it came with the ads relevant to smartphones search query, which has the landing page associated with the smartphones category.
And when I searched “iPhone 8” it showed me the Ads relevant to iPhone 8 which will take me to the landing page that explains me all about iPhone 8 and not just about smartphones.
3. Negative Keywords:
Use negative keywords to stop showing ads for the irrelevant keywords. It depends on your business niche. Some of the negative keywords can be Free, cheapest etc.
You can find the negative keywords by checking the search queries made by your users before landing on your website. This will tell you what keywords are irrelevant which you can later add them to your negative keywords list.
4. Landing Page Experience:
Landing page plays the most important factor in generating conversions.
Your landing page is the final URL that your prospective customers will see, therefore it must contain all the information that they are looking for as promised in your text Ad before taking the next important step of buying from you.
This is your last chance to convince them.
Make sure you have chosen the relevant keywords in your Ad and your landing page is clearly outlining the necessary information.
Conclusion:
Pay attention to your Google AdWords Search Engine Marketing Campaign like any other marketing campaign. If done correctly, it can generate more leads for your business.
So, apply the tips mentioned above & you will surely see better results.
If you are unable to work on your PPC campaign, consider hiring a marketing professional who can help you in setting up & running your Search Engine Marketing campaign.
