FEATURE STORY By Bob McCann
Increasing qualified traffic and boosting sales with SEARCH ENGINE ADVERTISING
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ccording to a recent study from iProspect, only 32 percent of Internet users will read through to the bottom of the first page.
Up top is where our (short) attention span is happening, if only for a few seconds. A few seconds… That's how much time you have to get potential outdoor power equipment buyers to come your way. Search Engine Advertising, or Search
Engine Marketing (SEM), is Pay-Per-Click (PPC) advertising that you pay a hosting site based on how many visitors click on your ad. SEM produces immediate, measurable traffic returns and brand-building opportunities.
Consulting with an SEM provider that understands the complexities of PPC programs can help you develop a targeted, monitored campaign designed to increase qualified traffic, boost sales, and maximize your return on investment (ROI).
How PPC advertising works With PPC, you only pay when a
(Above) Paid Search Example: The top two listings are typical paid or sponsored ads on Google for the keyword phrase "bad boy mower parts." Sponsored links normally appear above and to the right of organic search results. The highest bidders will most often see their ads appearing above the organic listings.
visitor clicks on your ad. Host sites and search engines charge differently; sites that contain content have a fixed PPC, while search engines use a bidding system where you select the keywords you want and the maximum amount you're willing to pay per click. Your PPC ad is displayed when
a keyword query matches the list of keywords you "bought" or when a content site displays relevant content. Your ad will appear as a "sponsored link" or "sponsored ad" on Google, either above or to the right of organic search results.
Using Google AdWords With Google AdWords, one of the most
(Left) Paid Search Example with Breakout: Google now provides a breakout snapshot of the Web page that is targeted by the paid ad. Note that the Web page is specific to "bad boy mower parts" and contains the "Free Shipping" offer which also appears in the ad. These are best practices for creating and targeting ads in PPC advertising.
20 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com
