How to get noticed with search ads
What is Search Engine Marketing (SEM)?
SEM is a simple and effective way to transform your business – if done right. Basically, you have the chance of getting your ad in the prime spot at the top of the page for highly relevant audiences to see. Sounds good, right?
SEM allows you to but bids on keywords that people might type into a search engine. This is a more targeted way of advertising because your ad will only be shown to people who have already expressed interest in the type of product or service you’re offering.
In other words, you won’t be showing your ad about plumbing to people who are searching the web for baby accessories.
SEM is also known as pay-per-click advertising because advertisers will only pay when a user clicks on their ad. So no clicks = no cost. You’re probably starting to see why SEM can good for your business.
The SEM Auction Explained
The SEM auction determines whether or not your ad will show up in search, and if it does, what position it will be on the page.
Two factors determine how you will go in an SEM auction; bid and relevance. Your bid is measured in terms of your max CPC (cost-per-click), which is the maximum amount you’re willing to pay for a click on your ad. Relevance is rated from 1-10, and this is what search engines call your quality score.
So, you might have a higher bid on a keyword than a competitor, but if their ad has a higher quality score, they could still win.
This is a good incentive to try and make your ads and website content as relevant as possible.
How to make a good keyword
The first thing to remember is that a keyword doesn’t have to be a single word, it can be a phrase, too.
Here are 3 things to keep in mind when choosing keywords…
Relevance – Your keywords need to be relevant to what you’re offering. If you have a Darwin catering company that only does catering for weddings, “Darwin wedding catering” will be far more relevant than just “Darwin catering”.
Traffic – Make sure people are actually likely to search for your keywords. Don’t make them too wordy or obscure. Remember, it’s real people you’re targeting here.
Competitors – Unfortunately, if a keyword is highly relevant and has strong traffic, it’s likely that your competitors will be using it too. It’s good to consider this when choosing keywords.
The ultimate recipe for a good keyword is one that has high relevance and traffic, but low competition. We know this can be easier said than done, but you can always monitor how your keywords are going and make changes as you need to.
If you’d like to know more about how Captovate can help you with digital marketing or getting the most out of google ads, call us on (08) 8941 6888.