Paid Search Engine Marketing Explained

It’s called SEO or search engine marketing. We’ll explain why it’s so effective and how businesses compete to show ads.

When people are searching for, for example, a wedding speech writer, they’re looking specifically for someone who can solve that problem. I was looking at the ad performance, which ads were working and the clickthrough rate, the ones that were working well were the ones that were servicing a specific need and I saw that first by running an ad which was titled Last Minute Panic, and that started getting lots of hits because suddenly I’m advertising something that a lot of people are searching for and they need to see that in the ad and believe in the ad in a split second. So I had to make them a lot more specific and a lot more believable as well.

Imagine you live in the USA and you’re out running errands and you’re desperate for a coffee. You pull out your mobile and search coffee shop USA. Now you have a page full of options to consider every section on the page. The map, the ads and the search results presents various options. And there’s quite a few. Some of these results are selected by the search engines, organic formula. These pages are considered the most relevant Web pages that the search engine can find for this search query. The other sections are ads. If you compare the ads you see to those in print magazines, you might notice one big difference. Every ad is for a coffee shop. You don’t see ads that are for unrelated things, and interestingly enough, the adverts seem quite similar to the organic results. This is by design, and it’s what makes paid search advertising so effective. A search engines most important job is to show people the results they’re looking for, and this extends to the ads, the ads you see compliment the search results page with the ultimate goal of helping a searcher find what they’re looking for. So how exactly does a search engine advertising work? There are several models. Let’s take a look at one popular option, the text, as you see on a search engine results page.

Every time somebody searches, advertisers compete for the opportunity to display ads, it happens in milliseconds and the searcher won’t see the details, only the winners, which are the ads that appear on the page to decide which ad wins search engines. Look at two different factors. These are the bid and the quality. The bid is the maximum amount an advertiser is willing to pay for a click on an ad. If someone clicks on the ad, the advertiser has charged an amount equal to or sometimes less than the bid. If an advertiser paid two pounds for a keyword, that’s the most they would pay for a single ad click. If an ad shows on the page, but nobody clicks, it doesn’t cost the advertiser anything at all. Ideally, they’d correspond to the value of the keywords to the business, but the amount is up to each advertiser. Some advertisers may be willing to bid 50 pence for a keyword. Others may be willing to bid 10 pounds. Bid averages vary industry by industry and keyword by keyword. Bids are important, but so is quality. Winning the auction doesn’t always hinge on having the highest bid search engines reward ads and keywords with strong relevance to the search. In fact, it’s possible that relevant ads can win higher spots on the search results page, even with lower bids.

In some cases, no matter how high a bid, a search engine will not display the ad if it’s irrelevance. In a nutshell, paid ads offer another way to promote your products and services on search engine results pages. With a search advertising campaign that’s well constructed, you can reach customers at the very moment they’re looking for what you offer.

Taking Payments And Manage Orders

We’re now going to talk about how you can accept payments and manage orders as part of your e-commerce activities, and we’ll show you how this can help your business. One of the primary features of your e-commerce shop is being able to accept payments online. There are many options that can do this for you, and they range from relatively simple to fairly complex.

Let’s say you’re a furniture craftsman who offers limited edition artisan pieces such as bookcases, tables and chairs. You have a website that showcases a gallery of bespoke furniture, but as it stands, customers have to ring or visit your shop to make an actual purchase. Let’s say you want to make things easier for your customers by accepting payments online. You can do this using any number of online payment solutions or what’s known as third party payment processing with services such as PayPal and no checks. These types of payment solutions let you add a button to your website, which customers can click to make a payment. This takes them to a separate payment website, which takes care of the transaction for you. Then after the order has been completed, the customer is sent back to your site, as transactions occur, you will receive all the information you need to fulfill actual customer orders. So this approach means that you can just focus on your business while someone else takes care of the complex electronic transactions.

At some point, you might want to integrate the transaction experience into your website, such as offering online payments and a shopping cart that lets customers buy multiple items in one session. Despite the additional costs, this integrated process provides a very real benefit. One way to start is by using an off the shelf service like Squarespace, these services can give you more control over the shopping and checkout processes and let you make changes and improvements. For example, you might want to customize your thank you page with special offers or promote other furniture designs relevant to what the customer has already purchased. Another benefit, you can track the entire customer experience, including the digital marketing campaign that brought visitors to your site. You can get more information about these people and see what website contact they interacted with. And you can learn what most likely prospects tend to do on your site. Now, let’s say your furniture design business has grown and now you want to expand and offer furniture sets for every room in every possible would finish to customers throughout the UK. When you have lots of products to sell online to a broad audience, it’s probably time to consider a full e-commerce solution. There are many on the market, such as Shopify, Felician or Magento. Some are free, others you’ll need to pay for, and they all offer a wide range of features. But one common thing many of them offer is the ability to create and manage a fully functional online store. A fully functional online store has a big benefit, a backend system with order management.

Let’s take a closer look at how a backend system can help you. First, your customers can create accounts and manage their personal information, their billing preferences and their shipping address. You can offer them coupon codes, integrate multiple payment options and even customize the checkout process. And rather than program all of this yourself, you can use these e-commerce services to do a number of things, such as upload and manage product and inventory details, create an organized category, subcategory and product pages, and offer advanced products. Such many solutions manage orders, track shipping and fulfillment details and integrate with your financial and accounting systems. Let’s sum up as a merchant growing your business online, you’ll need the right tools to accept payments and manage orders.

Depending on your needs, a variety of options are available from simple third party payment processing services to fully developed e-commerce platforms. Whatever option you choose, selling online is a great way to grow your business.

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