Search Engine Marketing and Paid Search

Search engine marketing is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization and advertising. Google Adwords helps with optimizing advertising by reaching people at the precise moment that they are searching for what you are offering. Your add is displayed to the people when they are already looking for your product. You can also control your budget with Google Adwords with cost-per-click bidding, and deciding how much or little you want to spend. You can also see exactly what is working in your ad and build off it.
Here are some ways that Adwords works. Keywords (words or phrases) can trigger your ad to show on other sites. Keywords can also trigger your ads on other sites across the internet in places like YouTube and other partner sites. Google than determines whose ads will appear and in which order, called Ad Rank. The Ad Rank is based on a combination of your bid and quality score (a measurement of the quality of your ads, keywords, and website). Your bid is a maximum cost-per-click that you are willing to pay for each ad.
Some advertising vocabulary is:
1. Search phrases – words or phrases that people use when searching online.
2. Campaigns – plan to get your ads to the people who are most likely to want your offerings through keywords, ads, and targeting methods.
3. Organic vs. ads – Google splits the search results into two types of lists: organic – lists of websites that match someone’s search phrase, no one can have their website show up in these results. And Ads – lists of ads that match someone’s search phrase. Advertisers can pay to have their ads shown based on keywords and targeting methods they have chosen and/or created.
4. Impressions – number of appearances your ad makes on a website or anywhere an ad appears. This is a unit of measurement.
5. Avg Cost-per-Click – price you pay each time someone clicks on your ad.
6. Landing pages – the website where you send customers after they’ve clicked on your ads. Including some of the same details on your ad.
Google search results differs from ads because when people are searching on Google they will find two types of results:
1. AdWords ads – these appear typically along the edge of the page, they are matched to a person’s search with the keywords and campaigns, and are ordered based on combination of cost-per-click bid and relevance.
2. Search results – these appear typically on the middle of the page, they are matched to a person’s search using information like text on a page and links to a page, and are ordered on the page based on things like relevance to the search term and popularity.
Some things to focus on to
Increase traffic:
-increasing clicks and CTR
-maintain a good keyword list
-review your search terms
Increase sales or other types of conversions:
-increase conversions
-choose relevant destination URLs
Raise brand awareness:
-increase impressions
-drive customer engagement

Now that you know about search engine marketing, HubSpot has an ebook The Beginner’s Guide to Paid Search that will add to information on search engine marketing.
So a paid search is one of the two ways to market a website via search engine (part of search engine marketing). A paid search allows you to pay a fee to have your website displayed on the search engine results page when someone types in specific keywords or phrases into the search engine. This differs from an organic search (the other of the two) because it is an unpaid, natural search.
Some uses of paid search are for:
-testing and optimizing your landing pages by directing traffic to your choice of pages, splitting the traffic to different pages, and finding the pages that convert at the highest rate.
-finding new keywords for your campaign and see which are performing well to add to that keyword.
-rank higher than your competitors (get in the game)
Paid searches can’t stand alone so try and find ways to compliment them and increase your visibility with organic searches as well.
The three main elements to paid search are keywords, ads, and landing pages. Starting with a list of keywords telling Google when to display your ads, and those ads direct them to your landing pages which will hopefully get people to covert. Paid search goes hand in hand with pay-per-click. This means you are paying for when your ad gets clicked on, not just displayed.
Google uses “quality score” to make decisions about your keywords used in your ad. Their motivation is to provide an optimal user experience for their searchers. They want the ads that are displaying to always be relevant to the search terms. When your ad is displayed, you don’t just want to pick a certain group of keywords and have the ad shown only when those keywords are entered into the search engine.
There are certain match properties that you can display with your ads;
exact match – will only display your ad if the search term includes that exact keyword, with the words in that exact order.
phrase match – will display your ad if the search term contains the same order of the words, but it can also contain additional words.
broad match – will display your ad when the search term contains any or some combination of the words in your keyword and in any order.
These match types help to optimize your campaign strategy so check your metrics to see what works for your campaign.
The structure of a Google AdWords account is also critical to the efficiency and success of your paid search campaign. It is important that you structure your account so that your keywords and are tightly woven together.
The four different metrics are:
impression – a single instance of your ad being displayed when someone types in the search keyword for it.
click – an instance of a viewer actually clicking on your ad once it has been displayed.
conversion – an instance of a viewer that saw your ad, clicked on it, and took the action you intended for them to take once they got to your landing page (buying, subscribing, etc)
spend – the amount of money that you have spent on your campaign so far.

Search Engine Watch has a article of 4 Reasons You Should Run a Paid Search Campaign with an Already Successful SEO Strategy.
1. Organic Rankings Are Volatile; Ad Rank Is Not – One day you could be in the top five keyword and the next you could be nowhere to be found. Paid search campaigns require a fair amount of work to achieve a good Ad Rank but you have more control over the ranking of your ads than you do over organic search rankings.
2. Earn Twice the Visibility – Be listed once on the first page and also on the second because having double the visibility is a clear advantage.
3. Increase Click-Throughs – even though clicks are not a measure of success but can be considered for conversions.
4. Increase Probability of Conversion – to increase traffic you increase probability of conversions. Conversions will increase a result of higher search visibility and bring more traffic to your site.

I hope this helps to further understand search engine marketing and paid searches.

Thanks for reading,

Search Engine Marketing and Paid Search

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