SEARCH & DISPLAY MARKETING
What is Search Marketing?
Search Marketing is a form of advertising in the sponsored section of search engine results page or display banners on partner websites. Businesses pay a fee each time an advertisement or banner is clicked.
HOW TO ADVERTISE ON GOOGLE?
There are many platforms available for search and display marketing. But the most popular one is Google AdWords. Google AdWords covers over 85% of the search market share worldwide.
You can advertise on Google AdWords via two of its networks, Google Search Network and Google Display Network (GDN). Advertisements on the search network will appear on Google’s Search Engine Results Page (SERP) when a user searches for the relevant keyword. While banners on the display network will appear on a variety of partner websites including blogs, news websites and YouTube videos.
Advertising costs are determined through a bidding process. Marketers bid for keywords that are relevant to their marketing campaigns and Google AdWords' algorithm ranks the bids using two main factors, max bid and quality score. Ad Rank = Max Bid X Quality Score. After all the advertisements are ranked, the cost for each click is determined. Cost-Per-Click (CPC) = Ad Rank of next bidder / Quality Score + 0.01. Finally, the total expenses are calculated based on CPC X no. of clicks to your website.
Optimizing Google AdWords search campaigns is especially important for small businesses with limited resources. Start by conducting keyword research and analysis. Identify long tail keywords that have less competition, lower CPC and higher conversion rates. Start by testing your search campaign with a small budget (e.g. $10 per day), then fine tune your keywords along the way.