Google Paid Search Strategy Guide

The other side of Google search is advertising. Google paid search will list your website, location, or products for a fee in the search results.

Most Google ads are based on a CPC (cost-per-click) which is performance-based since you only pay if they click on your ad. You still have the option of CRM (cost per 1,000 impressions). Which paid search option you choose will depend on your goals.

First things First

Know your numbers before you dive into Google paid search advertising.

• How much is a customer worth to your business?
• What is your closing ratio?
• What is the value of a website visitor?
• How many visitors do you need to create the conversions to produce the return on the amount you are spending?

All the above will play a role in how you set your budgets, your max cost per click, and when your ads will run.

Where are you sending them?

In our experience, the landing page will make or break a Google paid search campaign. Make sure the pages they click to from these paid ads are quality and will convert a visitor.

We highly recommend testing these pages on a regular basis to make sure they are still effective.

What is in your ad copy?

Just as landing pages require testing, so does your ad copy or graphic. Google paid search will do this for you by giving the ads that perform better higher visibility than the ones that do not.

Your landing page and your ad copy should be about the same service or product. No, don't just link to the homepage of your website.

Quality Matters

Just as in organic searches, quality matters to Google. Even though you are paying for the ad, they want it to be relevant to what the person is searching for. Low-quality ads will not show in results.

Google paid search options

Google Ads

Text and graphical ads based on a bid for keywords. Usually, CPC but CPM amounts are automatically configured for comparison.

Google AdWords listings appear at the top of search results.

Google Shopping

CPC ads showcasing products for searchers that are looking for a specific product.

Google Shopping Results

Retargeting

The creepy way that you can deliver ads to people that visit your website. Can be product or service-specific. Retargeting is a very effective model and is at a reduced CPC rate than regular AdWords.

Retargeting is highly effective when match with a website traffic campaign like PPC

Google Services

Google Services are currently being tested in large cities. Google wants to play matchmaker with service-based businesses. We will update as we see changes.

Google matches you with service-based businesses in your search.

Google Local Ads

Specific for local area businesses to jump to the top in local searches to promote a visit to the locations, a phone call, or website visits. Slightly less expensive than typical AdWords however, not as many options.

Google local ads located on Google My Business panel

Balance cost with your goals

When you pay your way in the search engines, you will need to continue to keep it going. We do recommend a search engine optimization campaign as well. The combination will give you immediate results as well as building up your organic search rankings.

Lighthouse works with many small businesses to optimize their Google paid search spend. We do recommend coupling this with a solid organic search strategy to accomplish your short and long-term goals. Give us a call (405) 753-4114 or request a quote. We will review what you are currently doing and offer recommendations based on best practices. We can also help you manage your paid search advertising.