All business owners are interested in getting their business onto the first page of Google. There are different areas of the search results that a business can rank number one for and these are; Pay-Per-Click (PPC) ads at the very top or right-hand side and organic listings at the bottom. This means that there are three different opportunities to rank your content on page one.
Search Engine Marketing (SEM) is participation in a paid advertising program that places your website either in the ads at the top of the search results or filtered into the natural results with the help of PPC advertising. The most popular advertising program for SEM is Google Adwords. By using this form of advertisement, a business pays a set amount of money every time a searcher clicks on your ad. SEM and Google Adwords allows a business to experiment with ranking for an array of different keywords without having to commit to any singular one.
Choosing the right keywords can make or break your SEM campaigns, generally you want to target keywords that have high volume and low competition, increasing the likelihood that your ad will rank well as well as bringing your cost-per-click (CPC) down. Thanks to the many advancements in SEM technology, you do not have to blindly pick keywords and hope they will work, there are many different research tools that you can use to do SEM keyword research. These tools allow insight into the search volume and competition level of keywords as well as detailed information about the average or estimated CPC for particular keywords. This is vital for businesses with smaller ad budgets as you are able to determine if the keyword will be beneficial or if it will just blow your budget.
Gold Coast businesses can benefit in these ways by using SEM and PPC to rank higher:
PPC advertisements gives you, the business owner more control of the results that you want to achieve. Unlike SEO, the marketing messages can be more persuasive and promotional, and you can tweak and test every detail of the campaign so that it performances its best.
Showcase Products Better
Organic search results contain nothing but plain text, this can greatly hinder e-commerce websites as there is no option to display a product to entice the potential buyer. However, when using Google’s Product Listing PPC Ads, you can display visual shopping ads that will appear in the search results. The added visual element increases the likelihood of the user clicking on the product which can positively affect click-through rate and conversions.
Increase Brand Visibility
When promoting and trying to increase traffic to your website, it is crucial that you only have people that are interested in your product or service viewing your page. There is no use in having thousands of visitors if these do not turn into thousands of conversions. By using PPC ads, you can specifically target users who are actively searching for your product or service. The more people that see your brand, products or services, the greater the visibility.