While the Internet secured a place as a dominant medium for promotions, the importance of search engine marketing has increased. If your aim is to gather targeted traffic to your online content, paid search advertising would be the obvious choice.
Paid search advertising is used very commonly but questions have been raised about its efficiency. Your aim is to convert website traffic into sales. Deduct advertising money from sales amount to calculate the success of this technique.
Ways to Check Effectivity of Paid Search Advertising
If you have invested in this form of advertising, 2 performance metrics can help you assess. They are:
- Click-through rate
- Website conversion
Click-through Rate
The percentage of times visitors click your paid search advertisement out of the total number of views during a given time period is called click-through rate (CTR). For example, if your ad is viewed by 100 visitors, and 10 of them click on it, the CTR is 10%.
Website Conversion
The percentage of visitors who buy the product out of total website visitors is known as website conversion.
Advertisers usually want their ads to achieve high CTR, but this is a flawed approach. In reality, the website conversion rate is what defines success or failure of a paid search ad.
How to Make the Most Out of Paid Search Engine Advertising
So, it can be concluded that if website conversion rate is impressive, the paid ads helped. Below are some tips that will help you make the best use of your advertisement.
1. Differentiate Content and Search
Google and other search engines provide the option to show your search ads on not just the search results but also on the publisher’s website.
Note that the search and content must be separated into different campaigns. You need to recognize that the 2 sources are different and, write unique ads and also bid separately.
2. Split Test and Rotate Ads
Industry experts emphasize the importance of split testing. To be certain that the results obtained from split testing are accurate, you can set and rotate ads evenly. This way, you will know which ads perform better and then choose accordingly.
3. Use of Accelerated Mode
The accelerated mode will allow your ads to pop up as fast as possible. This rushes the testing process as well. Therefore, you can test results and improve conversions quickly.
4. Don’t Forget to Track Your Conversions
You will be provided with conversion tracking codes. You can use these to not only track the ad’s CTR but also sales and leads conversion percentages.
So, Is It Worth It?
Yes! Paid search engine advertising is undoubtedly a great way to promote your website or blogpost. However, in order to take full advantage of these ads, you must employ certain techniques.
It is important to calculate the click-through rate and conversion rates to decide whether an ad is triggering desired output. Analyze results and then take decisions regarding different ads. If applied correctly, it is a very strong marketing tool.
Looking to get started with search advertising? Drop us a line at joe@primeeight.co.uk with a subject line SEARCH!, and we’ll shoot you some more info.