Making Paid Search Marketing Pay Off Part 1 – The Power of Targeting

Paid Search Marketing is one of the most effective marketing tools ever developed. It is more targeted and flexible than any other media option. Google AdWords is the elephant in the room of paid search marketing with an estimated 90% market share. Advertisers currently spend $28 billion a year with Google, up from $66 million ten years ago. AdWords is quite simple: you bid to have your ad shown when a specific keyword is searched for. Google will display your ad based on three things: The price of your keyword bid, the click-through-rate history of your ad, and the quality score that Google assigns your ad. This system is survival of the fittest, ruthlessly striving to improve the quality of the ads for the audience rather than the advertiser.

Clearly Google knows what they’re doing.

The key feature of this advertising system is the incredibly accurate targeting options. You can target your ad on Google’s search pages, partner pages, or countless number of sites that use Google Ads. It doesn’t end there though, you can also target on specific geographic and demographic specifications as well.

targeting

Google AdWords Targeting

Traditional media does not allow for this level of targeting which relies on Interruption Marketing — targeting individuals while they are busy doing something else, such as reading an article or driving a car. This often results in low response rates, and is referred to as “Push Marketing” because your message is being pushed in front of people, even if they’re not listening.

When searching with Google, people are actively seeking something. It is natural for them to click on your ad if you answer a question they’re asking. If a cloud storage company wanted to target 30-40 year old CIOs of large companies, placing an ad in a tech magazine would certainly find the right audience, but probably not at a time when he or she is considering their company’s cloud data storage options. Google AdWords will present your ad when the person types their search query, and are clearly interested in your message.

Targeting ads based on what people are actually searching is extremely effective, and often results in cost-per-lead and cost-per-sale that is lower than other media types. The key to making your program work is considering all of the variables.

  • Keywords
  • Ad Copy
  • Banner Ad Design and Copy
  • Offers
  • Bids
  • Budgets
  • Geographic Testing

This system allows you to run multiple ads featuring multiple offers on thousands of keywords at the same time. There is no other form of media that gives you this kind of capabilities. Google AdWords has changed the entire landscape of marketing. It has changed the way we as marketers deliver and target our messages, and has changed the way we as consumers receive the message, and eventually perceive the brand. Ads are now assisting people instead of agitating, and that has very exciting possibilities.

On our next post we’ll discuss the creation, testing, and measuring of Paid Search Marketing. If you can’t wait, download our free white paper How to Make Paid Search Pay Off now.

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