Marketing Center

Why your business may need keyword advertising

If your company doesn’t already use keyword advertising, here are a few reasons why you should.

Published: July 19, 2017

When prospective customers are searching online for a product or service, it’s important to make your business stand out. One of the best strategies that will help you reach your customers is keyword advertising. The benefits of keyword advertising include the ability to reach customers during their online searches for product and services by having your ads appear at the top of their search results, as well as remarketing to them after initial ad impressions, and being able to easily measure the success of your marketing campaigns.

1. Reach customers searching for your product or service

There are several ways to reach customers digitally. When customers are looking for solutions based on their needs, their research is likely to begin with a basic search on Google, Yahoo, or Bing. If your site is optimized for the main search engines with the keywords that customers tend to use in their searches then an organic search may be enough to get them to your site. However, if organic search doesn’t lead many customers to your product or service, you may need to invest in keyword advertising.

2. Get your ads into relevant search results

Google offers a service known as AdWords that allows businesses to display an ad at the top of search results so that customers don’t have to wade through pages and pages of results just to find what they’re looking for. Once you pick the keywords that speak to your customers’ needs, you can place a bid to have your ad appear at the top of search results. For instance, if you run an emergency plumbing business you may want to utilize keywords like “clogged sink,” “blocked toilet,” “flooded bathroom,” “broken pipes,” etc. The search results will then showcase your business and connect you to customers in need of your products and services. This useful tool can help drive traffic to your site, but be sure to not to neglect search engine optimization (SEO) practices beyond keyword advertising.

3. Remarket and stay on your customer's mind

Remarketing is a tactic that keeps you connected to the customer even after they’ve left your site. As they continue browsing elsewhere, your keyword ads may pop up on other sites where paid ads appear. A common example of remarketing includes a customer seeing products, like shoes or clothes, advertised on their social media feed that they had reviewed previously online and had considered purchasing. This tactic lets you build name recognition for your business with prospective customers and keeps you relevant in the mind of the customer.

You can also run banner ads on sites that are relevant to your product, service or your geographic area. For this kind of ad, you may be charged a rate known as cost-per-thousand (CPM) which denotes the price of 1000 advertisement impressions or views on the website showing your ad. Using display ads is especially beneficial in growing awareness of your business and then keeping you at the top of your customers’ consideration while they’re researching your specific business services.

4. Measure your success

Implementing keyword advertising allows you to measure every aspect of your campaign, such as the number of clicks, cost per click, and number of impressions. It is important to identify what action you want your customer to take. For example, do you want them to request a follow up call, schedule an appointment, or order a product online? Once you know what success looks like you can begin to use the available metrics to see what specific elements of your campaign work best.

Ask yourself questions like:

  1. Are most customers clicking your ad or your organic listing?
  2. Are you bidding on the right keywords?
  3. Are your competitors outbidding you?
  4. Is your ad copy appealing to your customers?

Document what worked and what didn’t, measure your return on investment (ROI), and determine how you can roll out an even more successful marketing campaign in the future. Fortunately, digital advertising campaigns can be updated quickly to optimize or improve your results.

Interested in other ways to improve your search engine ranking? Learn how to incorporate SEO strategies into your online presence.