Here’s how we get our sponsored ads on Google
I know, you thought we we’re just so special that Google decided to give us exclusive access to advertise on their search engine. Well no, there’s actually a program called Google Adwords which is what we use to launch our SEM marketing campaigns. I’ve decided to share this link with the community because I don’t think it’s something that should be kept in the dark. Adwords is a program that anyone can join, even you. It’s free for anyone and I actually encourage you to join because by registering with Adwords, you can get a first hand look at the interface and see the type of technology we work with.
Although its a free program to join, its really not for individuals
Adwords is a complicated system, and I’m not just saying this because we run Adwords campaigns for our clients and we want you to go through us. No, it’s actually a very complicated system and without proper search engine and keyword experience, you could stand to lose a lot of money. There are actually businesses that decide to try Adwords on their own in order to save money, but they don’t make it. They end up losing thousands of dollars and aren’t able to replicate the same return on investment that a marketing company could. Marketing with Adwords is somewhat of an art form, it takes constant tweaking of keywords, ads, and landing page arrangements to make it work. You find yourself constantly evaluating numbers and working on improvements. It’s definitely not something I encourage anyone to try on their own. It actually takes years of working with keywords, websites, and ads before you start to really grasp the deeper aspects of Adwords. Before we started with Adwords we had been doing Search Engine Optimization for several years, and that helped out significantly. Today, we have years of experience in both fields and are able manage clients with very high volume budgets.
I’ll break down some of the main things we go through on Adwords campaigns.
- Extensively research possible keywords for the Adwords campaign.
- Look at the search volume of the keywords, the cost per click on Adwords, and the competition.
- Break those down and eliminate too competitive, too expensive, and too mildly searched keywords.
- Determine whether to target the broad, exact, or match phrase of the keyword.
- Create an ad based around the prime keyword phrases
- Decide which page on the website the ad will link to
- Evaluate the target demographic and understand what a visitor coming to the page wants
- Optimize the landing page for the best chance of a lead/sale from a visitor
- Begin the campaign
- Start tweaking the ads, keywords, and the landing page based on performance
Search Engine Marketing requires keyword research in an entirely different way than other types of marketing. The main focus in SEM is on the cost per click that you will pay for the keyword, the commercial intent of the keyword, and the number of searches it receives per month. With SEM, you pay for each click your ad receives, and the cost per click is how much you are going to pay when it gets clicked on. Commercial intent is the estimated sales potential of the keyword. If the keyword has a high commercial intent, that means people are usually looking to buy something when they search it.
Usually, when the commercial intent of a keyword is high, and the volume of searches is high, the cost you pay per click will also be high. That’s because other marketing companies are already investing in that keyword, and they know the value of it. You can find prime keywords for SEM when you research into lower volume keywords, and find markets that other companies have overlooked. We do lots of digging around in keywords for every SEM campaign we start. We have to juggle out keywords with a high commercial intent but too much search volume, too little search volume, and too high of a cost.
Contact us today for Search Engine Marketing!