Some of the terms used in this post we covered in last week’s edition of Learning the Lingo.
You’ve created a website for your business. Visually, it’s stunning. You also have incredible content. You provide educational and entertainment components to properly communicate your mission with an audience. Now, you just need consumers to find the webpage.
Despite all of your content and your focus on keywords, you still don’t get the type of response you want from a search engine. If the organic search isn’t meeting your expectations, what can you do? Take a deeper look into search engine marketing (SEM). The secret to getting good exposure on search engines isn’t being a top search result, it’s understanding how search engine marketing works.
Go to a search engine and look for a particular business and a location. For this example, I’m going to select “dentist” and “Danvers.”
When the results come in, you will see three businesses located at the top and a column of businesses on the right marked as “Ads.” These are sponsored links. These are one of the most popular and direct ways for your business to be found on a search engine’s results page. According to wordstream.com, 64% of people looking to make purchases click on Google ads.
You may think purchasing one of these spots is out of your reach, but actually, search engines make it easy for businesses to compete and buy these top advertising opportunities. These are called PPC, or pay-per-click, advertisements.
These text ads are the most simple and direct way for you to direct consumers to your website. Using an ad creator tool offered by the search engine, you input your URL, create a headline for your business that consists of your business name and a description of your products and services.
The ads are then graded and given a quality score. This is how a search engine measures the strength of your ad. The higher your quality score, the higher the likelihood of your ad getting better positioning at a lower price during the auction phase of search engine advertising.
When your ad has been graded, you take part in an auction. These text ad auctions are where businesses invest their budget for the ad campaign. With pay-per-click advertising, you don’t pay the search engine unless someone clicks your ad and is delivered to your website.
You bid on how much you want to pay the search engine for each click over a certain period of time. The search engine gives the three top spots on the page to the three highest bidders, while the other bidders find themselves in the list of companies in the right hand column.
The final step in building your text ad, is selecting a geographic region you want to associated with your business. If your business is in Danvers and you know you have customers from Beverly and Middleton, you would want to create a search radius that would include those two areas. If a consumer inside that radius searches for the keywords associated with your business, they will see it.
The world of search engine marketing can be a challenging puzzle at first. Finding the keywords that will attract attention and locating a region that will benefit your business are key steps in reaching the most people effectively. Don’t just hope that consumers will come across your company’s website, make it easy for them to find on their first try. Create a customer with the click of an ad.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.
Introduction to Your Google Results Page
A Small Business in a Big Google World
SEM - The Power of Name Recognition Through Web Searches
Learning the Lingo: 6 SEM Terms You Must Know
Metadata: Merging Keywords with Your Website