Month: May 2016

Paid Search Marketing for Small Business Owners

Paid Search Marketing for Small Business Owners

SEM Process

Paid search marketing, what is it? You have heard people talk about it and you have heard that is a great way to earn new visitors to your business website, but you are unclear on how it exactly works. Paid search, often referred to as PPC (pay-per-click), CPC (cost-per-click), or SEM search engine marketing, is the process of gaining traffic by purchasing ads on search engines. Most search engine paid search ads are sold on a CPC / PPC basis, hence the naming conventions. Pay Per Click Advertising Get more info here

While any of the aforementioned terms all technically mean the same thing, many industry professionals almost always refer to paid search marketing as SEM. While your instinct may suggest that search engine marketing also refers to unpaid results, the reality is that search engine marketing only relates to the paid ads section.

You will find that within this article and on this site, I generally use SEM and/or paid search to refer to paid listings, with the longer term of search marketing used to encompass both SEO and SEM.

So, now that you know the naming protocols, you are probably interested in learning where to begin.Recommendation for New Paid Search AdvertisersPPC Research

Before starting any paid search campaign, you should spend some time gaining a strong understanding of the SEM environment in which you plan on competing. Without qualified background information on who are the biggest competitors on Google AdWords or Bing Ads, you are guaranteed to waste time and money figuring out where you can effectively compete at a budget you can tolerate. While your biggest local competitors may be few and far between, your online competitors are vast and some have very deep pockets. In fact, companies you probably would not think of as being a competitor of yours actually drive the pricing you are going to pay when someone clicks on one of your ads.

Knowledge is power. When it comes to paid search marketing, knowledge is almost more important that the words you bid on, the ads you promote and the money you spend. Without great knowledge of your industry, your online competitors, your customers and the platform you want to advertise on, you are at a great disadvantage.

PPC Management

Given that there is a lot of information to learn to get yourself up to speed about paid search marketing; your best bet is to consider PPC management until you become more familiar with how everything works. The list of topics to learn grows larger every day, as Google and Bing and the other search engines constantly change the rules and update their platforms. If you already have experience with paid search marketing, but want to take your knowledge to the next level, then you should definitely grab your Comprehensive Marketing Report. For the rest of you, who are looking to explore the foundational material for PPC, a great starting place is Google’s “Adwords Step-by-Step Guide,” which you’ll find here in PDF format. AdWords is by many measures the most popular paid search platform used by search marketers, so the guide offers a useful introduction. Contact us

I also encourage you to read more about paid search marketing in our PPC section.

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