Grab the attention of patients and prospects by using paid search to place well-tailored ads at their fingertips.
When it comes to paid search results, you’re essentially paying a search engine for where your website shows up on their search engine results page (SERP). To better attract the eye of potential clients or customers, your listing should show up in the top three results on the page. Sure, you could rework your site and hope that search engine optimization (SEO) does the trick. To guarantee a top spot, however, you're probably going to have to invest some cash.
SERPs, and where and how paid search results show up, look different depending on the search engine being used. Whether you’re using Google AdWords (the lionshare of paid and organic search traffic), Bing Ads, or Yahoo Gemini,, the basic idea is the same: You want people who are searching for what you offer to see your site at the top of the results page.
Paid search can bring attention to your site by boosting your presence on SERPs, especially if you’re new and your efforts at SEO aren’t generating the results you want. In order to make it worth your while, however, you’re going to have to be creative and dedicated. It requires keyword research, consistent monitoring to track and optimize performance, and an imagination that enables you to write short, snappy ads that grab your target audience’s attention.
Types of Paid Search Marketing
Using paid search marketing is great for marketing managers who are Type-A, because unlike organic search, paid search gives you control over the audience your ad targets. You also get access to analytics tools to see how well ads perform, which enables you to optimize elements like keywords and bid value for your audience.
Here are the two main types of paid search marketing:Cost-Per-Click (CPC)
CPC involves paying the search engine each time your search result is clicked. This form is most common.Cost-Per-Impression (CPM)
In CPM, you pay the search engine for every 1,000 times your ad is displayed. Rather than clicks, this is measured by page impressions.
If your aim is sales, use CPC. You’ll be able to better measure the return because you can weigh how many times people click the search result against how many sales you get from it. If your aim is simply brand awareness, CPM might suffice.
Paid Search Tips
Make the most of your paid search efforts by breaking up your campaigns into relevant landing pages that contain content your audience is searching for.
If you’re looking for a starting point, here are some tips.Take Control Over Your Keywords
Don’t make all the keywords on your ad campaign broad match keywords. You want a good mix of broad, phrase, and exact matching keywords. You’re looking for a specific kind of traffic—your ideal potential customer—to draw to your site, so give yourself the best chance possible.Have a Landing Page
The last thing you want to do is waste your hard-earned money on paid search results that send people to the homepage of your website. Instead, send them to a landing page targeted to the specific service or product that your search result advertised.Remember: Location, Location, Location
If you’re focused on growing volume or market share within a particular geographic area, use location settings to optimize your ad campaign for that specific location.Make Them an Offer
Don’t expect your audience to click unless they’re going to get something out of it. Offer them something of value, whether it’s just an opportunity to learn more about a topic, a promotion, or a free download of some kind.Test It
Create multiple variations of your ad, and use A/B testing to track which version works better. Remember, though—test only one factor at a time to ensure your results are as accurate as possible. This information will help you better optimize future efforts so you're spending your marketing budget wisely.