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Google recently announced AdWords Express: a simpler way for small businesses to advertise in search results. AdWords Express promises to help you find valuable new customers, even if you only have a small budget. Is it a good fit to grow your business? How can you get the most from search advertising? Let’s take a look.

Why advertise on search engines?

Search engine advertising is one of the most efficient ways to grow your business. If you mail out postcards or buy a radio ad, you pay to reach a certain size of audience. But the majority of that audience doesn’t need what you’re offering, or isn’t looking for it right now. You pay whether or not a single person actually considers your business.

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Have you been looking for a new strategy to add to your marketing plan? If you feel like you’ve already maximized your free options (SEO, social media posting, etc.) it might be time to consider venturing into paid promotions.

Ryan Bowman, a Certified Adwords Professional, recently said in a post on the subject:

 “Many small businesses shy away from trying Pay Per Click (PPC) advertising because it can be expensive. It could be a costly mistake NOT to try it because you may be missing out on a potential cash cow.”

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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!
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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.

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