We’re continuing our series on small business promotion. Today’s topic is Paid Search Advertising so we brought in the big guns, aka Asheley Dozier, our Acquisition Marketing Manager. Enjoy!
_____________________________________________________________

We’ve talked a lot on the blog about search engine optimization (SEO), but there is a whole other side to getting found in search engines: Paid search. Often referred to as SEM (search engine marketing), paid search advertising is made up of text ads or sponsored links that are found at the top and on the right side of a search engine results page. All search engines have paid search programs, but Google AdWords and Bing Ads are the most popular.

So, why is paid search such a valuable marketing tool? Because you are putting yourself in front of a person at the exact time they have indicated their interest in your product or service. What’s great about it for small businesses is that it puts you in the same field as the big guys, but at budget levels that are much lower than traditional forms of paid marketing.

Selecting Keywords
Just as when you are choosing keywords for SEO, your paid search keywords should be specific to your product and/or service. If you have already been working on organically optimizing your website for search engines, those same keywords can be a great starting point for your paid campaign.

Keep in mind that one-word or very broad keywords will have more competition, thus a higher cost. Bidding on long-tail keywords (very specific, 3+ word phrases), will help keep costs down and can even result in higher sales. For example, someone searching for “silver charm bracelet for girls” is more likely ready to buy than someone searching for “jewelry”.

Writing Your Ads
So, what should your ads say? It’s important to target the ad to the keywords and products, rather than a general ad. Use the actual keyword in the ad when possible and try to incorporate something about you that will attract a customer to click on your ad. Do you have a better price? Special expertise?

Take the time to create multiple ads. You can run different variations to see which perform best.

Choosing a Landing Page
Many people make the mistake of sending everyone to their website’s home page. If you have a page that is a better match to the keyword, send your visitors there. You don’t want to have someone click your ad and then leave because they didn’t see what they were looking for right away.

Targeting
If you are a local-only business, make sure to use the targeting capabilities of the search engines to show your ad only where your goods and services are available.

Getting started with paid search often involves a little trial and error. Keeping track of how much traffic you are getting from your paid search campaigns and how they are performing can ensure you get the most out of your marketing dollars. Still too nervous to give it a try? Get started for free with a $100 credit to use on Google AdWords when you sign up for a new Enhanced or Pro Webs package or upgrade your website with Webs to Enhanced or Pro. Good luck, and let us know how it goes in the comments below.

About the Author: Asheley Dozier is the Acquisition Marketing Manager at Webs, where she oversees all paid search (SEM) activities. 

11 Responses

  1. Reply
    Rueben
    Jun 19, 2013 - 04:08 PM

    Great article.

  2. Reply
    Thailand Phuket Motels
    Jun 19, 2013 - 04:58 PM

    It is truly a nice and helpful piece of information. I am satisfied that you just shared this helpful info with us.
    Please stay us up to date like this. Thanks for sharing.

  3. Reply

    Good day I am so happy I found your blog, I really found you
    by mistake, while I was looking on Google for something else, Anyhow I am here now and would just like to say many thanks for a incredible post
    and a all round interesting blog (I also love the theme/design), I don’t have time to look over it all at the minute but I have book-marked it and also added in your RSS feeds, so when I have time I will be back to read more, Please do keep up the fantastic job.

  4. Reply
    is cedar finance binary options real
    Jun 20, 2013 - 02:09 AM

    Hi there! This is my first visit to your blog! We are a team of volunteers and starting a new
    initiative in a community in the same niche. Your blog provided us valuable information to work on.

    You have done a extraordinary job!

  5. Reply
    Julia
    Jun 20, 2013 - 05:46 AM

    I’ve been exploring for a bit for any high quality articles or blog posts on this kind of area . Exploring in Yahoo I at last stumbled upon this website. Reading this information So i’m satisfied to show
    that I have an incredibly excellent uncanny feeling I discovered just what I needed.
    I so much certainly will make certain to do not forget this site
    and provides it a glance regularly.

  6. Reply
    http://cedarfinance.com/
    Jun 20, 2013 - 12:13 PM

    Hello there! I could have sworn I’ve visited this web site before but after going through a few of the articles I realized it’s
    new to me. Regardless, I’m definitely happy I came across it and I’ll be book-marking it and checking back regularly!

  7. Reply
    Fannie
    Jun 20, 2013 - 09:50 PM

    My partner and I stumbled over here by a different web page and thought
    I may as well check things out. I like what I see so i am just following you.
    Look forward to checking out your web page for a second time.

  8. Reply
    Martha
    Jun 23, 2013 - 11:57 PM

    Excellent post. I was checking continuously this weblog and I’m impressed! Very useful info particularly the last part :) I take care of such info much. I used to be seeking this certain information for a very lengthy time. Thank you and good luck.

  9. Reply
    Arletha
    Jun 26, 2013 - 01:47 PM

    I’m not that much of a internet reader to be honest but your
    blogs really nice, keep it up! I’ll go ahead and bookmark your website to come back down the road. All the best

  10. Reply
    smallest planet outside solar system
    Jul 20, 2013 - 03:01 PM

    Keep this going please, great job!

  11. Reply
    tumblr.com
    Jul 21, 2013 - 10:21 PM

    Awesome website you have here but I was wanting to know if
    you knew of any community forums that cover the same topics talked about in this
    article? I’d really love to be a part of group where I can get opinions from other experienced people that share the same interest. If you have any recommendations, please let me know. Many thanks!

Leave a Comment

STYLE SWITCHER

Layout Style

Header Style

Accent Color