Search engine advertising is a branch of online marketing that involves posting adverts on popular search engines like Google to benefit from the immense volumes of traffic they receive. You stand to gain a much better return on investment through search engine advertising than traditional media forms because you will gain more exposure for a lower cost. There are three types of search engine advertising: pay-per-click, pay-per-impression and pay-per-sale. They all revolve around the use of keywords, which are search terms that relate to your website and trigger the display of your ad. Pay-per-click works just the way it sounds, with the advertiser paying a fee to the publisher/search engine every time an advert is clicked. Pay-per-impression is a term used in traditional advertising and online and refers to the model where the advertiser pays every time the advert is displayed. Lastly, pay-per-sale is a model in which a fee is paid to the search engine every time a sale is generated directly from the advert.
These types of advertising can offer a great ROI and they are the go-to forms of advertising in the digital age. One of the main entry points into search engine advertising for most business owners and marketing professionals is through Google Ads, which offers users a variety of advertising options. Google Ads is based on an auctioning system where you bid on a specific keyword to have your ad shown instead of your competition when keywords relating to your business are searched. You can also use the pay-per-click or pay-per-impression model. The types of adverts you can choose to display on Google include classic text ads, product listing ads and display ads. You can even combine different types of ads and run them simultaneously using Google AdWords, which allows you to also tap into video advertising on YouTube and Gmail advertising.
Many variables determine when and where your adverts will appear, such as the SEO score of the advert, the quality of your landing page and the overall quality of the advert itself. Otelli can assist in optimising your existing ads to improve their performance through various tried-and-tested methods. Our expert copywriters can use direct-response copywriting to dramatically increase the likelihood of people clicking on your ad by leveraging persuasion psychology. Furthermore, we are SEO experts and we can ensure that the right keywords are being implemented to achieve maximum exposure for your advert. We can also create fantastic, high-quality creatives such as images, videos and audio assets that grab and hold user’s attention, which you can learn all about on this page.
If you would like us to help you with search engine advertising, you can reach out by filling in our ‘Say Hello’ form or calling us directly. One of our skilled and cheerful team members will have a provisional call to understand your industry, budget, and goals. We’ll then work out a roadmap that includes a free trial and then start gaining your business some lovely new customers.
