Paid Search Marketing
Although paid search marketing consists of several different options, all of them share one common thread – advertisers pay for a particular action. This action could be a set cost for a set number of impressions, a cost-per-click, or a cost-per-action/conversion.
Each paid search marketing option targets your potential customers in different ways. Deciding on which option is best depends on your budget, your target market, and your desired action. Many paid search campaigns will incorporate some or all of these options so that they can target new customers in various locations, in various ways, and at various points in the buying cycle.
At Search Marketing, LLC, we can help you decide on a paid marketing strategy that meets both your needs and your budget. We will setup the campaign, develop all of the creative materials, and actively maintain and optimize your paid search campaigns.
Each of the main paid search marketing options is described in greater detail below:
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Pay-per-click (PPC)
PPC advertising targets potential customers based on their keyword search query on a particular search engine. If the keyword searched for is the same keyword you are targeting, then your ad is displayed. You only pay when your ad is actually clicked on, not when it is shown.
In some cases, PPC advertising targets potential customers based on the content of a page they are viewing and/or websites they have visited. This type of advertising is often referred to as contextual and/or behavioral advertising. If the content of your ad campaign is similar to the content of the page the user is viewing or their online behavior meets your specifications, your ad will be shown. Advertisers using this method still pay only when their ad is clicked on.
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Cost-per-action (CPA)
CPA is a form of advertising where advertisers only pay when an action they have designated is achieved. For example, an advertiser tells the ad network that they will pay $30.00 for every sale they make that comes from an ad shown on their network. What this means is that they don’t pay anything if a user is shown their ad and they don’t pay anything if the user clicks on their ad: they only pay when the user actually purchases their product.
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Banner Advertising
This was the first form of paid search marketing. In this model, an advertiser pays for x number of impressions. It doesn’t matter how many clicks the advertisers receives or how many conversions they receive, they just pay a flat fee for a designated number of impressions.
