Paid Search & Remarketing
There’s no better time to connect with your target audience than when they’re searching for what you offer.
Target prospects at precisely the right moment.
Paid search is a type of digital marketing where you place ads through search engines like Google, Bing or Yahoo. It’s often referred to as Pay Per Click (PPC) since you only pay when people click on your ads. Here’s a quick overview of paid search and other types of online advertising.
Search Ads are the text ads that show up prominently on search engine results pages (SERPs). They are linked to specific keywords or keyword phrases that people search for. Search ads are the most common type of PPC advertising. They are a smart way to advertise because your ads only show up for people who are interested in your industry, service or product.
Remarketing Ads are display ads that target a list of contacts you upload or people who have engaged with your website, mobile app or search ad. Your target encounters these ads on websites or social media channels. These ads are very effective because they reach a highly targeted audience that is already familiar with what you do. They are ideal for reminding people to make purchases or promoting offers like eBooks or discounts on your site.
Social Media Ads appear on social networks like Facebook, LinkedIn, Twitter and Instagram. You can pay to show up in your target audience’s social feed or elsewhere in their profile. Social advertising can target people with specific hobbies, interests or professions, which explains why this is the fastest growing segment of paid advertising.
Display Ads (or banner ads) are typically image-based and can be placed in various positions and formats on websites or social media channels. While they can be much more dynamic than search ads, they frequently perform better as drivers of brand awareness than actual clicks. Display ads can be bought on different models including PPC or cost per thousand (CPM).
Google Shopping is another type of paid advertising where your business can help leads find your products and the pricing you offer. These ads appear in a carousel format above the main Google search results.
Most consumers don’t distinguish between paid ads and organic search results.
People are bombarded by brand messaging almost everywhere they go. The average American is exposed to between 4,000 and 10,000 ads every day. So, how do you cut through the noise to get people’s attention? You place ads in front of them at the precise moment they’re shopping for a solution like yours.
ContextWest can help you with pay-per-click (PPC) advertising via Google Ads (formerly AdWords) or Microsoft Ads (formerly Bing Ads). If it’s useful to extend your reach, we can also work with AOL or Yahoo Ads. With each of these platforms, we’re able to drive clicks to your site with well-crafted text ads along with retargeting banners and strategically placed display ads. We’re experts at driving down your cost per click and attracting the right kinds of prospects with our ads.
Today’s path to purchase is no longer a straight line, but a meandering series of micro-decisions that take place through the various stages of a buyer’s journey – from awareness to consideration to purchase intent. Effective PPC advertising helps shorten this path by bringing strong prospects directly to your website. Best of all, people feel like they found you, instead of the other way around.
Today’s path to purchase is no longer a straight line, but a meandering series of micro-decisions that take place through the various stages of a buyer’s journey.
We dig deep into:
By identifying the keywords your audience uses to search for products like yours, we can craft appealing ads that will lead them to your site. When keywords prove too general or expensive, secondary ‘niche’ keywords or long-tail keywords can enable you to target people more cost effectively.
It’s important to research the best audiences to serve your ads to and find the best, most effective ways to reach them. You also need to segment your audiences since you will need to create content that aligns with each different target’s pain points and motivations.
Calls to Actions
You need to make it dead obvious what you want your prospects to do. An appealing call to action that stands out (often in the form of a button) is critical to getting your audience to click through to your website, landing page, product page, donation page or wherever else you want them to go.
Marketing funnels are all about converting prospects by driving them to a product or landing page. Getting it right requires grabbing people’s attention, informing them of your key benefits, and persuading them to make a purchase or take some other type of action. It’s also critical to track results and continuously improve conversions through each phase.