Paid Search: Cost Effective Targeted Advertising

<p>With the current economic turmoil, budgets are getting squeezed left, right and centre. Traditional forms of advertising, including media such as television, radio and printed press, tend to be extremely expensive and don’t always offer up any quantifiable results. This in turn has lead many companies to rethink their advertising strategies; both in order to gain new custom and to cut unnecessary expenditure.</p>

<p>Paid search is one of the most popular alternatives to these more conventional avenues of advertising. Utilising the major search engines and social media sites, a website can advertise their services with a targeted and malleable campaign. With strict control of budgets, a focussed target on certain keyword searches and an ability to adjust strategies in real-time, there really is no other form of advertising that is quite the same as paid search.</p>

<p>A professionally managed pay per click (PPC) campaign can generate major results, in lightning quick time too. Your advertisements can be appearing in the top search engines within minutes of being published, opening your site up to a whole new avenue of traffic instantaneously. Of course, as with any form of advertising, there are great opportunities for success but also pitfalls to watch out for.</p>

<p>One of the biggest issues that many inexperienced users find is in setting up the ads in the first place. Whilst the process isn’t necessarily all that complicated, it does require a certain amount of research beforehand and a good deal of understanding of the various options available to you.</p>

<p>Keywords are one of the major things that you need to have researched and defined before creating a paid search advert. By working out what terms best suit your site and its individual pages you are better able to create an ad that reflects this, whilst also letting the search engine know exactly what it is that you’re focussing on. By understanding your keywords, you can also start filtering out negative keywords.</p>

<p>Negative keywords are essentially search terms that your advert may appear for but have no direct correlation with what it is that you’re actually trying to promote. To avoid receiving unnecessary clicks and impressions, both of which will cost you money either directly or through a lowered click through rate (CTR), it is vital that these negative keywords are removed before any ad is set live. Quite often they can run into the hundreds if not thousands, so it can be a gradual process of defining and removing negative keywords; but being thorough can save you a lot of time and money in the long run.</p>

<p>With PPC you have the opportunity to target an audience that is best suited to your site’s services. Rather than spending huge amounts on blanket advertising, you can focus on not only certain search terms but also geographical areas, certain times of the day and days of the week. It is an incredibly tactile service too, providing real-time results and analysis – particularly when partnered up with an analytics package such as Google Analytics.</p>

<p>Every step of the way you’ll know exactly what’s happening. Who is clicking, what page they visit, whether they buy something and what they search for, all this data is provided instantly. The primary benefit of this instantaneous turnaround is that you can make changes when they’re needed; optimise successful campaigns and pause failing ones.</p>

<p>You can save yourself huge amounts of outlay without having to invest anything at the beginning. Paid search is free until people start clicking your adverts. Therefore, until the traffic starts coming to you, you won’t have to pay a penny. Undoubtedly PPC is very much the advertising format of the present and the future.</p>

About the Author

Derek Rogers is a freelance writer who writes for a number of UK businesses. For Pay Per Click Management, he recommends Impact Media Ltd.

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