AdWords/Paid Search


“Organic, free search results are not a replacement for Paid Search ads. 89% of the traffic generated by Paid Ads is not replaced when the ads are removed.”

What is AdWords and Paid Search Marketing?

Pay Per Click and Paid Search Marketing are a subset of a larger category of Online Marketing called Search Engine Marketing (SEM). SEM, as you might have guessed, deals with marketing your business through search engines like Google and Bing. SEM can be broken down into 2 categories; Search Engine Optimization, the art of manipulating the organic search results to rank your website higher, and paid search marketing, where you pay for search result ranking.

Search Engine Marketing and OptimizationPay Per Click, a subset of Paid Search, where you pay for actual click on your ad, the other type being impression based. While PPC is my preferred paid search type and tends to perform better, both types of Paid Search have their own strengths and weaknesses depending on your marketing goals.

Search Engine Optimization and Paid Search are both equally important to your business, and you can learn more about SEO here, but we’re going to focus on the importance of Paid Search in this section.

Why You Need Paid Search Marketing

PPC and Paid Search marketing are a critical aspect of your company’s presence in the search engines. Here are some of the best reasons to use Paid search Marketing:

    • Paid Search ads go live quickly, minutes to hours, allowing you to show on the first page of Google within hours of setup.
    • Paid Search ads can also be changed quickly to adjust dynamic variables to your business like time of day, current inventory or even weather conditions!
    • For commercial searches like ‘Buy Product X’, Paid Search listings trump Organic nearly 2:1, meaning a tangible ROI that performs great.
    • Organic, free search results are not a replacement for Paid Search ads. 89% of the traffic generated by Paid Ads is not replaced when the ads are removed.

Types Of Paid Search Marketing

There are 2 main types of Paid Search ads; Pay Per Click (PPC) and Cost Per Mille (CPS/CPI).

  • Pay Per Click: PPC means that you pay every time someone clicks on your ad. This is great for sales, lead generation, anything where you need a measurable Return On Investment. PPC is most often associated with searches, and because search terms indicate searcher intent (what the searcher is looking for) fairly accurately, PPC is a great way to only target qualified leads, and my Paid Search weapon of choice. The best example of this is the ads shown alongside a Google search.
  • Pay Per Impression: Also known as Cost Per Mille (CPM), is impression based advertising where you pay a set price based on a thousand impressions (Mille meaning thousand). This type of advertising is best used for branding purposes, or staying at the forefront of potential buyers minds through remarketing, which targets visitors of your site with browser cookies, meaning you can show ads targeted to browsers that you know have shown interest in one or more of your products and services. The best example of CPM advertising is sponsored video ads on YouTube, although CPM ads can also be image or text based.

Paid Search Marketing Services and Platforms

Although we only mention some of the biggest Paid Search services here, the fact is that almost all websites, apps, and services have some form of paid advertising on them, and they all work on the same principals. We’re a certified Google AdWords specialist, and with Google’s AdWords being the undisputed leader in the paid search world, that means that if there’s something you’re looking for that you don’t see below, reach out anyway. If it’s online, we can market your company on it!

Google Search Marketing With AdWords

Google AdWords is the industry leader in the paid search marketing world. AdWords is superlative in every way from options to analytics to market share to its technical phone support. It’s the gold standard, and an amazing advertising tool for any business.

The way Google search advertising works is that you choose a combination of keywords and ads. When someone searches for that particular keyword, the associated ad shows in the search results.

By combining specific keywords such as “find AdWords experts” with relevant ad copy such as “Find AdWords Experts Here”, you can drive high quality leads to your website at the exact moment they’re ready to buy.

Learn more here…

Another popular use for AdWords is to advertise on YouTube. YouTube is not only the largest video hosting site in the world, but it’s also the second largest search engine in the world, with over 24 hours of video uploaded every minute.

If a picture’s worth a thousand words, then a video is worth a million. We’ll use YouTube advertising to convey your brand messaging to thousands of qualified visitors through an advanced mix of demographics and keyword targeting.

Learn more here…

For high intent to purchase industries like locksmiths or plumbers, mobile advertising can result in huge benefits to your bottom line. These are services that people are ready to buy now, and the immediacy of the purchase combined with the likelihood of being on a mobile device as opposed to a desktop or laptop means that if you’re not advertising on smartphones, you’re leaving a lot of potential revenue on the table.

We’ll help you decide if mobile is the right direction for your company, and even help optimize your site for mobile if you haven’t done so already.

Learn more here…

Just like mobile, Google Maps is an area where searchers have a high intent to purchase. Additionally, the locality of such searches means much lower and cheaper competition for your local business.

We’ll help you set up your Google Maps advertising as well as helping you boost your local search results if you need it, giving you a huge boost in local sales for businesses with a fixed service area.

Learn more here…

Google’s display network allows you to display ads on various websites that are not owned by Google but have joined their AdSense network. The display network allows for text, image, video and mobile advertisements of various sizes to show on a pretty limitless variety of sites that you can target by specific sit, category, keyword, specific page as well as choosing demographic segments like age race and gender. The display network also reaches around 80% of the online audience, making it an extremely powerful tool in the AdWords arsenal.

We’ll help translate your demographics, personas and brand alignments to targeted advertising on the Display Network, all while running the same Split Testing, Reporting and Analysis that we use to make all our paid search campaigns outperform their competitors.

Learn more here…

Promote your social presence with Google AdWords.

Learn more here…

Bing and yahoo Search Advertising With Microsoft’s adCenter

Microsoft’s adCenter is very similar to Google’s AdWords, the big difference being that adCenter runs on Bing and Yahoo instead of Google.

Bing search advertising is similar to AdWords, but not quite the same. First, Bing accounts for about 7% of the search market, and Yahoo accounts for another 7% meaning that adCenter covers roughly 15% of the search market, so you want to capture this additional traffic.

adCenter can also be less competitive than AdWords, and tends to target different demographics. Think about the difference between your typical Firefox or Chrome user vs. your typical Internet Explorer user, a huge difference.

Again, Yahoo search advertising is done through Microsoft’s adCenter.

Social Media Advertising

Social Media advertising can be hugely beneficial for brands, both from a lead perspective as well as a branding perspective.

Paid Facebook advertising can be a great strategy for any brand. Some of the big benefits of Facebook Paid advertising are to draw users to your Facebook page or website, drive sales, and create Facebook likes which translate into even more impressions as those likes appear on the newsfeeds of their friends.

Facebook advertising comes in both the PPC and CPM varieties and consists of both text and an image. Facebook ads also allow for a high level of targeting like by school, company or interest in addition to the mainstays like age, demographic and location.

Facebook also announced a search function recently. While this hasn’t been released yet, the ability to combine Facebook’s detailed user information and demographics targeting with keyword based search advertising could be a very powerful tool in the future.

As mentioned before, Google+ advertising is brand new, so we don’t have any services built around it yet, but we will soon!

That being said, Google+ advertising is done through the AdWords Express tool, which is a simpler version of AdWords aimed at businesses that want to advertise on Google without the hassle of learning how to use AdWords’ fairly advanced interface.

Review Site and Directory Advertising

As mentioned before, every nearly every website has some sort of paid advertising option. Listed below are some of the bigger sites, but there are hundreds more that we cover which we haven’t listed here.

Yelp is the undisputed king of reviews and serves over 17 million unique visitors per month. Their advertising plans range from around $350 per month to around $1,000 per month, generally have a 12 month contract, and are done on an impression basis.

There are a number of pros and cons to advertising on Yelp, and you should definitely speak to us or another paid search professional before agreeing to any contracts. We’ll be happy to provide our expert opinion in a free consultation if you’re interested.

Yellow Pages has a number of advertising options and deciding which, if any, is a good idea for your marketing dollar is a decision that should be made based on data. Definitely give us a call for a free consultation before entering into any contracts.
CitySearch advertising takes place on the CityGrid network, a collection of review and directory sites. We don’t use CitySearch much as we’re big Google guys over here, but again, let us help you make the decision on where it makes sense to spend you marketing dollars, and please please please don’t ever enter into a contract with any marketing company without getting a second opinion from us or another online marketing expert with your interests in mind.