By: LeeAnne Walker | 12/09/2016
Paid search is a valuable marketing tool that is often underutilized by small business owners. The idea of “paying” for leads can be daunting, but it doesn’t have to be. Here you will learn how to setup successful paid search campaigns that will help you grow your brand and generate revenue.
Build Your Keyword List
Paid search is a great way for you as a business owner to reach your target audience. You choose the keywords that are relevant to your brand, and you can choose as many or as few keywords as you wish. However, when working with a smaller budget, less is more. This allows you to stretch your ad spend further. Google Adwords’ “Basic tips for building a keyword list” is a great place to start. It’s also important to add in negative keywords. This helps you avoid spending money on keywords that don’t pertain to your target audience. You can learn more about building your negative keyword list here.
Create Effective Ad Copy
You want to make sure that you write a strong headline. According to David Ogilvy, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” But don’t let the headline be the only thing you focus on. Your ad copy is important too. You want to make it relevant to your target audience. Take the time to write specific ads for each group of keywords. Don’t send users to an ad that is generic or talks about another product or service that they didn’t search for. “To effectively reach potential customers, your text ads should be specific, relevant, attractive, and empowering.” – Google Adwords. Learn more about writing effective ad copy here.
Send Users to Relevant Landing Pages
After building your keyword list and writing engaging ad copy, you want to make the transition from ad to landing page as seamless as possible. Just like the ad copy, you want the landing page to be relevant and specific to what the user searched for. When possible, create keyword specific landing pages for each product or service you offer. This allows the user to easily find what they are looking for, ultimately leading to higher conversion rates. In addition, you need to make sure you have a clear call to action. Whether this is signing up for a free trial, downloading a white paper, or something else, you need to make it clear that you want the user to take a specific action. Get more tips on creating effective landing pages here.
In summary, paid search is a great tool to help business owners increase both their brand awareness and ROI. Choosing the right keywords, writing effective ad copy, and sending users to relevant landing pages will help you attract new customers and increase conversion rates.