Paid Search Marketing Beginners Guide

January 26th, 2010 | Written by: Kyle Trottier

Are you sure that your customers can find you online?

Our Paid Search Marketing Beginner’s Guide is here to assist you in understanding pay per click advertising.

What is Paid Search Marketing?

Paid search marketing entails the setup of sponsored listings in search results, whereby advertisers bid on keyword phrases relevant to their target market. In many cases, pay per click advertising makes the most sense if instant, first page visibility is desired. Paid search marketing delivers fast results– investing a mere ten minutes to set up a Google AdWords account can be well worth your time.

Why is Paid Search Marketing important?

Every day millions of people use search engines like Google to find goods, services and information on the internet. Are your customers able to find you in search results? Today, paid search marketing is one of the primary ways to easily achieve online visibility and effectively reach your target market immediately. Paid search marketing increases your site’s visibility in search engines and potentially drives targeted traffic, increases sales and accelerates profitability.

A Beginner’s Guide to Keywords

Targeting the right keywords is the most crucial step of paid search marketing. It’s important that your business targets keywords that closely apply to your niche. The right keywords in your pay per click advertising program will enable you to be found by potential customers who are actively querying engines for keywords pertinent to your business. Google Adwords keyword suggestion tool is a fantastic resource for paid search marketing beginners. The Adwords tool can help you identify suitable and highly relevant keywords and associated search volumes. Google Insights is another fantastic keyword resource, which provides a graphical illustration of trending keywords against geo specific regions.

What do I need to know about Getting Started with Pay Per Click Advertising?

Account setup, organization and paid search marketing management are most important to the success of your pay per click advertising program. Getting started is simple. Consider the following in the initial setup:

Account Setup

• Define your marketing objectives and budget. This can make or break the success of your marketing efforts. Identify your target market and carefully consider the type of keywords or queries your consumers use to find products, services or information related to your field. Paid search beginners should allocate a modest budget. Test the waters first to see which keywords are most successful, and reevaluate your budget once you have a confident understanding of pay per click advertising and what works versus what does not!

• Develop quality copy that is relevant to your product and be sure to include a call to action such as a sign up form or point of purchase button. Make sure your landing page is prepped and primed to CONVERT! You spent time, effort and money on the initial paid search marketing account setup—so don’t lose your visitors once they’ve arrived on your site. Develop strong web copy and turn visitors into instant subscribers.

Account Management:

Paid search marketing account management can be tedious and timely, and in some cases, very costly if you are unable to turn the volume of conversions you hoped to achieve. Sometimes a pay per click management team can be the most cost effective investment. However, a few calculated considerations will help you achieve the most out of your pay per click advertising campaign:

• Allocate a monthly budget and monitor your account regularly to ensure your cost does not exceed your allocation.

• Keep an eye on ads performing successfully, while freezing any underperforming keywords.

• Continually monitor the success of your paid search marketing program using analytics software to determine keywords, bids and appropriate web copy.

An effective paid search marketing strategy identifies a target market and the right keywords, clearly defines set objectives, considers a reasonable budget, and monitors analytics regularly. Begin your pay per click advertising efforts with goals, a marginal budget, and a great attitude – add a dash of determination, and you’ll be a paid search marketing star!

Tags: beginners, keyword tools, keywords, paid search marketing, pay per click advertising

This entry was posted on Tuesday, January 26th, 2010 at 12:51 pm and is filed under Blog, Paid Search Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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