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Paid Search Advertising: What You Need to Know to Get Started

Paid Search Advertising: What You Need to Know to Get Started

Every business wants to be found when a user searches using keywords that are related to that business. While you could take the long-term route of doing SEO properly, you could also make your business noticed much more quickly through paid search advertising. Paid search advertising is simply where you bid for or buy ads at the top of search engine pages so your website is the first result people see when they search for related keywords.

Paid search advertising is a good option for most businesses because it is inexpensive, scalable, and results can be seen almost instantly. Paid search advertising connects you to users and prospective customers who need the products or services you offer. If you are new to paid search advertising, keep reading!

How Does it Work?

If you have ever searched for a product online, you might be familiar with the two types of results you get. These results include paid and organic results. There is usually a sponsored link segment at the top that showcases either the images of the products you searched for or links to websites that have paid to be showcased at the top. So, why should you pay for paid search advertising?

SEO Is a Long, Tedious Process

Besides using paid search advertising, the other option to get your website showcased at the top of search results is using SEO. SEO, also known in some places as organic search advertising, is a long process that takes a lot of time and specialized skills. In most cases, a business like yours could hire an SEO company and the SEO company will optimize your website so that it can be found at the top of search results.

Because this is a long and involved process, it can be quite expensive. The main advantage of using SEO is that once you have the top spot, you will usually stay there unless someone much more aggressive than you in their marketing comes along.

Paid Search Advertising Is Predictable

If you want predictable results, paid search advertising is your best option. You can be assured that people will continue to see your website or products at the top of their search results as long as you keep paying for those spots.

Ad Ranking in Paid Search

Google, the biggest search engine on the planet, uses its AdWords platform, and if you are new to it, it might seem a bit complex, but it is not. The system Google uses is designed to ensure that everyone who gets a spot at the top of search results pages gets a good return on their investment. To ensure your ad gets to this position, you should make sure that it is relevant and highly targeted. If you do this, not only will more people see your ad, but Google will charge you less per click. Because you get the cheapest rates for providing the best ads, you are essentially being rewarded for your ability to position your business well.

Getting to the Top Spot

Once a visitor searches for something, Google searches for winners from their pool of advertisers who have paid for or won a bid on the keywords being searched. The winners who get the top spot are chosen based on a combination of factors, some of which are hidden, and some of which include the relevance of their chosen keywords, the quality of their ads, as well as the size of their bids.

If you do not want to learn about all this or do not have the time to, this paid search advertising service is a good option for you. It is brought to you by LNP Media Group, a company known for growing businesses and brands such as yours. The good news is that you can schedule a free consultation, so you know exactly how everything works before you get into any agreements.

Keywords Are Key

Keywords are very important in any paid search advertising campaign, making it essential that you do your best to select the most relevant and helpful ones. There are certain strategies you can employ so that you get the best return on investment. One of these is eliminating negative words. Google AdWords lets you choose the keywords you do not want to appear for. This means you can filter out negative keywords so you do not come up when those terms are searched for.

Keeping your keywords narrow is another strategy you should be using. When you do this, only people who have specific needs will find your website. These are the people who are most likely to buy from you, which means you will get more for every dollar spent.

Lastly, ensure that the keywords you choose match those used on your website or landing page. Google penalizes websites that have vastly different keywords on their ads and on their websites because they deem them misleading.

If you want to rise to the top of search results fast, you should use paid search advertising. Just ensure your ads are relevant and helpful so that you increase the number of clicks to your website and get better results for every dollar you spend.


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by Harvey Carr // Harvey Carr is a contributor to Businessing Magazine.

Opinions expressed by contributors are their own.