Search engine marketing basics

The two most popular platforms for search engine marketing are Google and Facebook. Maybe you have seen the sponsored results on Google at the top before natural search results or when you use Facebook you see the Ads on the right of your screen. These ads are being clicked by millions of users every second and generating quality traffic to the advertisers. There are also other search engines where you should advertise such as Yahoo and Bing which have millions of users too and have presence around the world.

Here is what you need to know to start:

Determine your keywords: Your ad spending will be based on the keywords related to your website. For example if your business is located in Miami, Florida and your sell women shoes your definite first keywords are "women shoes", "women shoes boutique", "fashion shoes" plus your location. So also you should have "women shoes miami". You need to make a list of words that you think people will use when they look for your product. Not all words will be directly the item's name such as "shoes", also you should think about "fashion clothes" which are related products.

Geographic location: When you develop a campaign you should target your audience. Continuing with the example shoe store located in Miami, Florida, unless you will ship your products to other locations your campaign should be only targeted geographically to the people located in Miami. So when people located in Miami search for "shoes" your Ads will be shown at the top of the list.

Cost per click or impressions?: Depending on your objective you have to decide if you want to establish your budget based on pay-per-click or pay-per-impressions. For example if you objective is to create awareness of your product you should select by impressions. This way will see your add more times and they will be seeing your brand many time causing a positioning effect in their minds. On the other hand if you are hunting for visitor for you website you should select pay-per-click and create an inviting Ad that causes a click-reaction in the people who see it. When you achieve those clicks your need to be prepared with a landing page that capture them and give them what they expected from you when they clicked your Ad.

Budget: People often ask us how much does it cost to be in the Ads on Google or Facebook. There is no clear answer for that question. You can establish the budget and duration of your campaign among many other parameters. Usually the budget is established after your Search Engine Marketing consultant makes a research of your keywords and tells you the recommended keyword list and the cost of each keyword. Then you select the keywords that you really want and assign a budget to each one making the total of your budget.

Ad creation: Because you are spending a budget in advertising for the search engines you should try to make the best of it by having a really good look and copy in your Ad. For example a Google Ad only uses text. Therefore you need a copywriter who can develop a message that invites people to click "to find what they are looking for". Facebook allows to include an image on the top of your text Ad so you should select an image that capture the eye of the viewer and a copy that also invites them to click. Both Ads require deep thinking about what people are looking for and how your website will give them exactly what they need or want.

Landing page: After you receive all those new visitors to your website you should capture their attention with a visually appealing page and a content that engage them. If they clicked your Ad you better have what they are looking for or they will leave immediately. If they stay you will be able to convert those visitors in new leads for you.

Each of these steps has to be deeply analyzed and planned because if you make a mistake in just one of them you can ruin the overall results causing money losses. If you would like to receive a FREE quotation of our Search Engine Marketing services will provide it with no obligation at all. We are experienced professionals in this matter and can achieve results beyond your expectations.