Search advertising is the method of  advertising through search engines. The most commonly known in Google AdWords, then Yahoo has Yahoo! Advertising!, and Microsoft has adCenter. Search advertising uses Pay-Per-Click (or PPC) where businesses pay for every user that clicks on their advert. It works by ‘bidding’ on specific search terms, or ‘keywords’ that are relevant to you. Then, when a user searches for your keyword, your advert will appear at the top. On Google you can tell when an advert has been paid for because there will be a small, green ‘Ad’ symbol. For example, if your company sells dog bowls, you can add the keyword “buy dog bowls” to your campaign, then when people search for “buy dog bowls”, your ad may appear on the search engine results page.

Mastering search advertising is all about choosing and bidding on the right keywords. You need to know which keywords will return the best results, they can be single words or phrases, and should be highly relevant to your business. A high quality ad will usually lead to lower costs and better ad positions. Once you’ve determined your keywords, you need to enter an auction, this will dictate whether your ad will show or not. There are a few factors to consider, such as keyword quality and your competition. It also helps to have your keywords somewhere on your landing page.

You can also exclude keywords from your search advertising campaign. They are called ‘negative keywords’, making sure your ad only shows to the audience you want, and reduces your costs. For example, if you sell dog bowls but not cat bowls, you can exclude the word ‘cat’, so your ad doesn’t appear for people searching for cat bowls.

Google has some great tips for setting up search advertising:

  • How many keywords should I have? 5-20 is recommended per ad group
  • Should I group keywords? Yes! You should try and group keywords into similar theme based upon your products or services. For example, if you are a pet store, you could have a group of keywords for “dog leads” or “cat food”.
  • Think about your keywords! This is the most important. Google suggests keywords consisting of 2-3 works are most effective. And remember, relevance is king!

If you need help with choosing your keywords or setting up your search advertising campaigns, then get in touch with Monster to see what we can do for you.

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