Paid search marketing is a critical part of your pay-per-click (PPC) campaign strategy. There is no better time to advertise than when someone already has determined they want your product or service and is actively looking to buy. In a nutshell, you bid on the keywords related to your business to get your ad in front of users and pay the search engine a small fee if your ad gets clicked. If your campaign is set up right, this can be a very profitable way to get in front of potential customers who are actively looking for your solution. However, a badly designed campaign can waste a lot of money. As you can probably imagine, running a successful paid search campaign requires a lot of time and attention. At Disruptive, we constantly monitor and optimize our clients’ accounts to ensure the best results possible. Paid search marketing isn’t easy, but the results can redefine success for your business.
At Disruptive, we believe that there are two key aspects to successful paid search marketing: strategy and follow-through. For each campaign, we create a marketing strategy that defines how your offering meets the needs of your potential customers. We then use that strategy to create a consistent and compelling message that combines the right keywords, ad messaging and site experience to produce sales. Once your campaigns are set up and driving results, we spend time every week testing and analyzing every aspect of your campaigns to ensure that they are performing optimally. By combining paid search management, optimization and analytics, we set you up for success and ensure that your campaigns provide the best return on investment possible.
While Google Paid Search is certainly the biggest paid search platform, it isn’t the only one out there. Bing, Yahoo, AOL and even ASK also have paid search opportunities that can sometimes yield remarkable results.
Google handles over 3 billion searches every single day. That’s over a trillion searches a year…and the number is growing! Businesses today need a strong search engine presence to be competitive, which means showing ads on Google Search results pages right when customers are looking to buy. Generally speaking, every online marketing strategy should include some sort of paid search presence on Google. Choosing not to compete on Google is essentially like choosing to hand your customers to your competitors.
Google represents about 70-80% of online search traffic. Bing and Yahoo make up the other 20-30%. Google search traffic is different from Bing or Yahoo traffic, so you can’t just export your Google paid search campaigns to a different platform. Sometimes, keywords and ads that perform poorly in Google are more effective in Bing or Yahoo or vice versa. For this reason, it’s important to understand the differences between the search engines and setup custom tracking and analytics for each platform.
While paid search advertising can deliver fantastic results, it is also a great way to waste your marketing budget. Over the years, we’ve observed a lot of online marketing campaigns struggle to overcome the following paid search challenges:
The closer a customer is to conversion, the more expensive it is to market to them. Paid search marketing targets potential customers who are often ready to buy. As a result, the competition for those customers is fierce. If you don’t have a great strategy in place for dealing with the competition, it can be very difficult to make money off of paid search advertising.
Paid search marketing is effective, but it can also be expensive. Unlike other forms of marketing, you pay for every click, so the cost-per-lead can quickly add up.
The high cost of paid search marketing tends to favor larger companies. While you can be successful with a small budget, paid search marketing typically works best for companies with at least a $10,000/month paid search marketing budget.
Paid search platforms like AdWords make setting up a paid search campaign easy. After all, they make money whether or not your campaign is successful. Actually making money off of paid search, on the other hand, is much more complicated. There are a lot of subtleties to managing a profitable campaign and the amount of time required to master and maintain paid search marketing often catches companies by surprise.
At Disruptive, we create paid search campaigns that work. We know how to avoid the money-sucking problems that ruin most campaigns. As a result, our efforts have redefined paid search marketing success for hundreds of companies. To find out how we can make paid search marketing work for you, contact us today!