Paid Search Engine Marketing

paidsearch3

The Paid Marketing Fit

statistics5
statistics
statistics6

Paid Search Engine Marketing, also referred to as Search Engine Marketing (or SEM), categorizes a variety of paid ad placements, and focuses on two main categories: display and search. The most common types of paid search ads make up one of these three types: PPC (Pay Per Click), Pay Per Call, or CPM (Cost Per Thousand Impressions). For PPC, Google Adwords is the most dominant paid search platform, followed by Bing Ads. PPC ads are the results that appear at the top and bottom of the results from a keyword search on sites like Yahoo or Google, and almost always identified as an ad.
Display ads can also be represented on a PPC basis, and can also be initiated on popular social media sites like Facebook or LinkedIn, or through Google and other large distribution channels. With display ads, instead of targeting specific keywords, your audience can be shown ads through retargeting visitors from your website or by defining and targeting your audience to a new market. These ads can be purchased on a cost-per click basis, cost per impression or cost per lead, depending on the platform targeted.
While each can be effective in different stages of your marketing plan or with different offers or landing pages, at Sting we consult with you on determining the most effective ad type, placement, and time for your unique business, offer or lifecycle.

Paid Search Engine Marketing, also referred to as Search Engine Marketing (or SEM), categorizes a variety of paid ad placements, and focuses on two main categories: display and search. The most common types of paid search ads make up one of these three types: PPC (Pay Per Click), Pay Per Call, or CPM (Cost Per Thousand Impressions). For PPC, Google Adwords is the most dominant paid search platform, followed by Bing Ads. PPC ads are the results that appear at the top and bottom of the results from a keyword search on sites like Yahoo or Google, and almost always identified as an ad.
Display ads can also be represented on a PPC basis, and can also be initiated on popular social media sites like Facebook or LinkedIn, or through Google and other large distribution channels. With display ads, instead of targeting specific keywords, your audience can be shown ads through retargeting visitors from your website or by defining and targeting your audience to a new market. These ads can be purchased on a cost-per click basis, cost per impression or cost per lead, depending on the platform targeted.
While each can be effective in different stages of your marketing plan or with different offers or landing pages, at Sting we consult with you on determining the most effective ad type, placement, and time for your unique business, offer or lifecycle.

statistics6

Paid Search:
The Process and Results

Why use Paid Search Ads

Paid ads cost per use (click, call, display) in comparison to SEO or social media posts (also referred to as organic traffic) which do not cost a dime- just time. So why use paid search ads? The short answer is that increasing your organic traffic isn’t entirely free and does not happen overnight. Learn more about SEO here.

The Sting Paid Search Process

A common myth with PPC, is that you just quickly design a text ad, select a keyword and if you pay the most per click, Google will rank you at the top. While an individual can manage a PPC campaign, the process to win at paid search involves a team. Here are the Sting Steps to Win at PPC:

1

Determine Your Goal: Whether is it to generate calls, signups or leads, it is vital to also know a specific service or offering you want to clearly promote. Once a goal is defined establish a goal price per call, signup or lead.

2

Establish Tracking: To track progress towards your goals, tracking and analysis is necessary. From tracking keywords, ad copy, landing pages, clicks, impressions, calls, leads or even mouse movements, your PPC campaign can be optimized.

3

Define a Budget: To make improvements, data is needed to be able to act on. A monthly budget allowing enough traffic to your page over a consistent period needs to be committed to and represented within the PPC account.

4

Keyword Research: Choosing the right keywords, as well as the right match type (broad, exact, phrase, broad modified, and others) is crucial. Some knowledge can be gained through competitor research however you must align the keyword selection with where they would fit within the sales process of the potential client.

5

Ad Grouping: Grouping the keywords into related topics that keep the theme consistent and allow for you to serve extremely relevant ad copy to your pay per click audience.

6

Ad Creation: Creating multiple ad copies for each ad group can help with the testing of variations of ads within your targeted ad group to see which one resonates better and thus, improving your CTR (Click Thru Rate).

7

Setting Cost Per Click: Create a starting point for the initial cost per click, or establish a bid strategy, that automates your keyword bidding in alignment to your budget.

8

Landing Page Creation and Optimization: Creating a relevant landing page to your ad group as well as multiple variations allow for you to test and improve the conversion rate once the user has clicked on your ad and landed on your page.

9

Analyze and Optimize: Review your tracking data and look to make improvements daily including adding negative keywords, improving your CTR, to optimizing ad copy, landing pages and quality scores.

The Paid Search Results


Many businesses try to make PPC work for their business, but experience lackluster results. We have had clients try hiring an in-house pay per click specialists, or outsource internationally or hire other so-called Pay Per Click agencies. Other’s may hire the right team for the job, but are not committed to spend the time or money that it may take to optimize the campaign to where it meets, then exceeds their acquisition cost goals.

Display Marketing: The Types, Process and Results

Why (and when) to use Display Ads

There are many types of display ad forms, channels and placements that can be made to target your potential visitors. At Sting, we only recommend and implement a few that we have found to make a difference on our client’s goals for customer acquisition. Even these types will vary in our plan base on if we believe your target market are on these channels and if we find them engaging with your brand that converts to a lead or call. While branding is great, we are all ROI based here and would not recommend anything different.

Unlike search, display ads work great when people are NOT searching for you or may not know about your company or service, or may have never thought of the solution that you offer that will solve all of their problems. Display ads work great to introduce you to a potential audience or remind people about your through retargeting.

facebookads

Facebook ads can exist in many forms. The challenge for our clients is that we need to generate leads yet are interrupting someone’s social media frenzy with your ad. So how do we make it work? Some of our plans for clients involve the creation and optimization of display campaigns using Facebook Lead Campaigns, Instagram Ads, Promoted Posts, Sponsored Stories or Remarketing. The method, ad creative and audience targeting can help us dial in to a small refined audience that we find, is engaged and ready to get to know your company.

googleadwords

Google display ad network has an extensive reach across many large web properties, not including the large ones they directly own like YouTube and Gmail. Through ad creation and targeting, your ads can be shown to a much wider audience as they search on the web. Retargeting is also available on the Google Ad Network and one of our favorites to keep your brand front and center, for when the user is ready to make a decision.

Case Study

PERSONAL INJURY LAW FIRM DECREASES COST PER LEAD
BY 84%

Petersen Johnson is a well-known Arizona Personal Injury Law Firm and decided to tailor their marketing strategy with a more modern approach with digital marketing...

Get Started Today

Contact us to start your journey to a future with more revenue.