Relevant Search Advertising And Its Importance In Online Business
Promotion and advertising is a basic part of a business cycle. Promotion is an important element of the marketing mix and is essential for the survival of any business, online or traditional. Search advertising is a common term that has emerged with the rise of online business. The need to make your product visible to the target audience in the online market is possible through relevant search advertising.
Search advertising has been made an automated process by the search engines, thanks to the advancing technology. This makes searching and finding within the search engine an easy process. The constant upgrade of the search engine algorithm has further contributed in creating a relevant search advertising procedure that provides results of the highest relevance to the audience. This has made a major contribution in improving the overall business performances in the online world.
Importance of relevant search advertising
SEO might fail
Though search engine optimization is a highly used and a necessary part of online promotion, sole dependence on this method of promotion is not enough. Businesses depending solely on search engine optimization for their promotional purposes might even fail to achieve the required traffic to their site. Improving your site’s SEO might push your website to the top pages. However, traffic might not be as you expect. This calls for the use of paid search advertising.
Paid search advertising helps your business ads appear on search engine results page which is of the highest relevance. For example, if your business deals with designing and development of websites, any search based on these or related terms would display your ads on the top or right side of the results page. This increases the chance of your website being visited by your audience.
Display ads on multiple search engines
Relevant search advertising can be incorporated and displayed on multiple search engines. You need not stick just to Google or Bing for your promotional purpose. You can easily display your business ads on multiple search engines including Mozilla, Yahoo, Ask, AOL, Netscape etc.
With your ads displayed on multiple search engines your website gets a higher exposure as your ads can reach out to a wider range of target audience. Thus, you can expect your website to get traffic from different search engines. However, make sure that you have the highest search relevance in Google and Bing as these are the prime search engines through which other search engines run their search.
Timed and relevant search advertising
Relevant search advertising ensures higher conversion as they are timed in such a way that your target audience would get a look. In paid search campaigns, webmasters and site owners tend to analyse and monitor the activity of the target audience and the time they are most active online. This time is then set to promote and display the ads to the target audience. This ensures that the right ads are displayed to the right audience at the right time thus ensuring maximum conversion through compelling ads.
Remarketing is a prime tool in relevant search advertising. However, unlike simple paid search engine marketing, remarketing focuses on targeting its ads to audience who have already visited your website. These audiences have visited your site at some point of time looking for a product or to make a purchase but have failed to complete the transaction. Relevant search advertising through remarketing essentially promotes the ads and displays them to these audiences compelling them to make a purchase which was previously left incomplete.
Remarketing is a great tool for paid promotion as it generally ends to bring audience who are ready to convert. Thus it has been considered as a potent paid promotion tool.
With mobile devices becoming a major tool for conducting search, paid ads are now also optimized for mobile devices. Google search engine has even introduced a separate search algorithm exclusively for mobile devices. Thus marketers now need to create ads focused towards audience who search through mobile devices. The click to call button in mobile search ad is a great way to push the audience to take an action and often tend to convert.
Use of ad extensions
Use of ad extensions and rich snippets provides search ads an added boost in the search engine. Paid search ads use extensions like call button, address, Google maps pointing location, review ratings etc. These make your ads perform better and boost traffic and conversion. Studies reveal that mobile ads that include extensions tend to perform better at pulling audience to the website and generating conversion. Thus, these ads rank higher in the search engine as well as in the search engine results page.
Your business may deal with various number of products or services. However, the need of each of your target audience might vary according to their needs and preferences. For example, if you are a digital marketing firm, you might be providing services like search engine optimization, social media optimization, social media marketing, search engine marketing, relevant search advertising etc. However, your target audience might need only one of your services. In such a case, advertising for all of your services would be a waste of time and money.
Here, segmented ads are helpful. You can segregate your audience based on their need. Create specific ads exclusive for each of your services. Segment these ads and chalk out at what time which of your ads need to be displayed so it is able to generate the highest relevance to your audience. This would ensure that specific ads are displayed to the most relevant audience that would ensure conversion.
Relevant search advertising is an indispensable part of promotion especially when you have an online business. The increasing volume of businesses pooling within the search engine has increased the need to employ all forms of marketing platforms and tools to make the most of the online digital platforms. Paid search ads combined with search engine optimization and social promotion make for a powerful marketing campaign that is hard to be ignored by the target audience.