Capitalizing on the traffic generated from the search engines can result in significant revenues for your company. However, not all search advertising campaigns are created equal, and different strategies work for different types of businesses.
How can you improve and strengthen your pay per click strategies and other search advertising? Here are four search advertising strategies that can make help your online marketing campaign more successful.
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Have a Defined Goal
What are you trying to accomplish with your search advertising? Most small business owners want to see more profit from their online marketing campaigns. Others may just want to perform branding and get their name better recognized. However, these goals are too broad.
A better goal would be “to increase product sales for our products with the three highest profit margins.” With this in mind, you can better formulate a search advertising strategy that is able to monitor and track actual results and make adjustments as necessary to meet the traffic goals to your website through online search advertising.
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Diversify Search Advertising
Certainly Google may be the distinguished leader in the search advertising world. However, being bigger isn’t always better for you. With a bigger search engine comes much more competition for advertising space using the same or similar keywords – which translates into higher PPC costs for you and lower rankings in paid search results.
Don’t depend solely on Google for your online search advertising campaign. Other reputable and prominent search engines offer great search advertising that results in success. Microsoft AdCenter and Yahoo! Search Marketing both have excellent results-based search advertising that you should consider. Other top search engines you could review are Miva.com, SearchFeed.com, 7Search.com, and Ask.com.
In addition, when you run search marketing campaigns through different search engines, you can compare the ROI between networks and make smart adjustments to your spending budget.
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Narrow Your Ad Scope
Don’t try to fit your entire search marketing strategy into one ad. Instead, diversify your search ads to focus on a specific product or service.
For instance, rather than writing a pay per click ad for all your retail fashion store offerings, try different ads for more specific items, such “20% off women’s yoga wear at [your shop]”. You will get much better response when you have search ads that are narrow in scope and aimed at a very specific audiences and keywords.
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Set Up Landing Pages
Never send your search advertising clicks directly to your main business website. Instead, develop specific landing pages with their own unique URLs so you can track who comes in, the number of clicks from your search ads, and how many click through occur to your sales page from your landing page. Using this pay per click trend helps you better determine a) if your ads are getting traffic and b) whether your landing page is convincing visitors to convert to customers.
Search advertising can be successful for small businesses, as long as you know the right search advertising strategies and make the necessary changes to achieve your goals.
