Everybody has heard of Google, and most people know about their natural search results, which are shown on the left side of results pages after you perform a keyword search.
Search Advertising is Based on the Concept of Seek and Find
When someone knows what they are looking for, they can search Google with a phrase that describes it, and your ad shows to them, if it’s a match. The same process as serving natural results for Google, but we control the result.
The concept is the same as the old “Yellow Pages” model. You know what you want and you look it up by name.
That model is now a digital advertising model, where you look it up on a digital device. As your PPC Management Consultant, I put your ads in front of people doing specific searches that match your products or services.
I would use search advertising when a user knows what they are looking for, and you offer it!
An example would be someone selling shoes.
Everybody knows about shoes, and they might be typing a phrase describing what kind of shoes they are looking to buy. Such as running shoes.
If you sold running shoes, we would create a search campaign that included keyword phrases for variations on running shoes so your ad would show.
The user scans through these text ads, reading the titles and short text snippets, and selects the one that seems most related to their search.
When they click on it, they are taken to your website, and you are charged for a click based on your bid amount.
How do you get your company in the paid ad sections?
I set up an account with Google Ads and create a campaign around your offering. Settings are available to target your customers very precisely.
Google Ads are shown in the sections on the top, bottom, and right side of the Google results pages. Top and bottom on smartphones.
Those ads are shown when a user searches for something that you are advertising. They are “pay-per-click ads“, or “PPC ads” for short.
The most simple, effective way into this easy/complex system of advertising is to call Denver search advertising consultant Jon Camrud at 720-520-0639 to get it set up for maximum efficiency and success.
A word of caution about Google Ads:
Google designed the interface to appear simple in order to get amateur advertisers to jump in without analyzing what they are doing… at great cost! If you don’t know your way around the interface, and specifically the hidden features, you will blow your budget with very little results – guaranteed.
Always hire a Google Advertising Professional, especially with search ads.
Benefits of Search Advertising
Where do I start? The benefits are numerous over traditional advertising.
Extremely Targeted
We can target who sees your ad by several methods:
- keywords they type
- whether they type an exact phrase or partial
- user location, or location they type
- what type of device they are using
Keep Out Unwanted Clicks
We can limit who sees your ads by:
- Time of day
- Day of week
- Month of year
- Location they originate search
- Locations they are searching
- Specific words
- Specific phrases
- Specific word combinations
We can also discourage clicks when the wrong people do see the ad by the way we write the ad, or what we put in the ad offer.
Budget Control
Budgets are set:
- On a Per Day maximum, translating to a monthly max
- Per campaign
- Per group of phrases
- Per phrase
- Per geographic area
This assures you never get charged more than your budget for a particular month.
You can also work on a very small budget, or break out separate budgets for separate parts of your business, easily and without paying large management fees to do so.
It’s great small business advertising!
Flexibility
One of the really great features that make Google Search Advertising special is the ability to
pause and restart aspects of your campaign at will, including:
- Entire campaign
- Specific groups
- Specific phrases
- Specific ads
- Specific devices
- Specific location targets
- and more!
This is great for seasonal businesses, small businesses on a low budget, and businesses that get too much business at once, giving them a chance to hire more labor, or acquire more inventory.
Desktop, Laptop, Tablet and Smartphone Advertising
Google Search Advertising works for all devices:
- Desktop
- Laptop
- Tablet and
- Smartphone
In addition, it is independent of any specific browser (chrome, safari, Firefox, etc.) or platform (PC or Mac, etc.). Your ads show to any user of the internet.
If the user is on a smartphone they may choose to call directly from the ad rather than clicking through to your website. Each time they click or call you are charged based on an amount we have determined the click is worth to your business.
Compete With the Big Guys!
Google Search ads allow small businesses to compete with much larger competition.
How? The search advertising price method is auction style. This means everyone who advertises for a specific phrase enters a bid for what a click on that phrase is worth to their business.
If a larger business has a huge volume discount, they can outbid you and be shown ahead of you on the list. But your ad can be shown just below them. You pay less than them if someone clicks your ad instead of theirs.
They may have a larger budget, so may run their ads longer each day than you. But it doesn’t cost you anything when your budget runs out for the day. As your sales grow from advertising, you can extend your advertising more and more.
Free Brand Exposure
Another great feature of search advertising, on the pay per click model of payment, is that your business has the opportunity to be seen even when your ad is not clicked. And that is called free exposure!
So, if they click, great, you get a visitor to your website, or a phone call. If the user didn’t click, they still probably read your ad and saw your name for future reference. That future may be tomorrow – or 5 minutes after they leave your competitor’s site if they didn’t find what they wanted!
What Does the Ad Look Like?
Search Ads are presented as text ads, with a headline, a short description of your business, product and/or offer, and your website address. Your ad elements are the same size as your competitors.
The positions of the ads are shown based on bids and relevancy. This is something I will handle for you after we analyze your costs and profits to ensure return on investment.
How Does the Ad Work?
After Google shows your ad, the user can click on it. Each of your ads will contain a link taking the user to your website – specifically to the page where you offer what the ad promises.
We can also show additional links to various pages of interest in your site, such as testimonials, order pages, maps to your physical location, and we can even have a link to call you directly from the searcher’s smartphone.
This is great for local advertising, where the user can be shown your ad when they enter your service area.
Does This Work for Every Business?
Google Search Ads works well for most businesses. Essentially any business that offers products and services that people are aware of. If they are not aware of a product or service, such as a new technology, we can use the Google Display Network advertising to show digital ads to an audience of our choice.
Please contact me at 720-520-0639 for guidance.
Ready to Get Started with Search Advertising?
I handle everything from the planning to the setup to the management of your ad campaigns.
To start your digital advertising program or to find out more information please call Jon Camrud at 720-520-0639 now. You’ll be glad you did.