Welcome back to The Big Marketing Bite. We hope you have an appetite for what is coming up next. We took a little break here on our blog last week to head over to Instagram to set up our social media page. If you’re not already doing so, make sure to give us a follow on @thebigmarketingbite to ensure you don’t miss out on any tasty treats.
This week were are
talking about Paid Advertising and Advertising Metrics. Similar to Big Data,
this can seem like an overwhelming topic, but we here at The Big Marketing Bite
will keep it short and sweet so that you can learn how to use Paid Advertising
for your business in simple terms.
Remember we talked about Search Engine Optimisation? To sum up, this was how we generate organic traffic to our website. Paid Search or PPC and advertising is the opposite of this, where we are intentionally putting words into Google Advertising platform to generate traffic.
Paid advertising is a good option if our website is not producing the organic results that we want it to. Every time a potential customer clicks on our link that will show in the top rank on the google search page, your business will then pay a small fee for featuring. You will only pay for clicked links, and not for just seeing it displayed. You may be thinking is this worth the investment, and it is definitely something you should look into in your budget and marketing strategy. When PPC is used correctly, the fee is trivial because the visit that you gain from the click and the conversion of the customer will outweigh the spend on the website.
So, how does your advert
get to the top of the page? Google ads digs into a pool of advertisers who have chosen this method of marketing and
displays them based on the landing pages and the keywords. Businesses similar
to yours are bidding on the advertising space like an auction – depending on
time of day, keywords, geographic, location, device and previous search
history. The metric formula used by Google is max cost per click and quality score.
The most we will have to
pay is the lowest cost required to beat the ad rank of a competitor. This is
called the actual CPS which is the final amount that we are charged for. Remember
that higher quality ads can lead to lower price and a better position. Your ads
and keywords should be targeted towards specific groups to optimise your
landing pages…and remember to funnel your landing pages (website) as much as possible so
that a conversion is made.
Some things to think about
it when selecting your advertising keywords:
- What are your
key selling points
- What makes me
stand out from other businesses
- Who are my
customers? What are they looking for? What are their needs and values?
- What do I want to accomplish and my advertising goals – what do I want my customers to do on my page? Order online? Visit my coffee shop?
Great Post Suz and great idea to introduce our new Instagram page! Love the way also that you provided backlinks to our previous posts - great help for new readers.
ReplyDeleteI agree that paid advertising is a great option to consider if your website is not performing as well as you would like in an organic search . I would also suggest that it's a brilliant and cost effective add on, even if your organic SEO is doing really well. This is because - as you mention yourself - you only pay for the ads that are actually clicked.
Defining keywords is central to creating your paid ad. With this in mind, your checklist for defining keywords is very helpful and gives a great starting point for the reader.
Finally, well done again on this week's post, you have really succeeded in explaining a complex concept in an easy to understand way!
Suzanne Mc Cabe
Sue I really liked your post this week. I think this one has been a difficult topic to make for very easy-reading. You have done a great job especially by making it so simple and succinct. I love the way you explained the formula and acronyms and relayed the text back to links on related topics too! "Every time a potential customer clicks on our link that will show in the top rank on the google search page, your business will then pay a small fee for featuring. You will only pay for clicked links, and not for just seeing it displayed." This quote sums up what Google Ads is about and really gives the reader an elevator pitch. I always look forward to your posts and this one nailed it. Well done!
ReplyDeleteColette Breen-O'Boyle
Sue you certainly have given us a short and sweet insight into the world of PPC. As you said it can seem like an overwhelming amount of information, however I really feel the way you have described it is very beneficial to the reader. Short & Sweet Sue is what I will be calling you!!I enjoyed the way you refer back to SEO and compared this as the opposite to PPC which is very true! I think paid advertising is really something small companies should look into to boost there ranking on search pages and make there page more accessible thus driving more business. As you said I think these nominal fee's are something companies should have as part of their marketing budget within their overall strategy as these are pivotal in growing online business today. I think your key points at the end of the page are very useful. Well done again
ReplyDelete
ReplyDeletethanks for the great post on paid marketing, it’s really informative and enlightening. Advertising spend can feel so daunting to a small business like ours so it’s great to get some clarity. Such as the speed pay per click offers in terms of getting people to your website. I will certainly look again at Paid Marketing for our business.
great Post
thanks Caitriona