In recent years, many of us have turned to self-employment out of necessity or choice – or both – Whether you are a freelance writer, a yoga instructor, a real estate broker, a photographer, an accountant or a plumber, you might be nervous about diving into digital marketing. More often than not, you have a razor-thin budget and are less proficient at marketing than at your vocation.
We get that you’re nervous about jumping into a marketing channel probably virtually unknown to your business. Navigating the paid search advertising market can be intimidating. There is a lot of terminology and the scenarios can get complex so that you’re likely to give up or – worse – get in over your head.
Pay per click search marketing is essentially buying advertising in response to specific things that people type into a search engine like Google. Today’s post uses a specific example to provide you with a general idea of the moving pieces surrounding paid search marketing (PPC)
Let’s say I’m trying to rent a house in Tampa. I will tell Google that I want to show up when people search for tampa house. This is very efficient as it allows me to answer someone’s specific need now, while they’re searching.
Next, I will compile a list of words I want to show up for, such as south tampa house, waterfront tampa house, and so on. Keep in mind that it’s near-impossible to identify every single keyword a good prospect might type in.
What if they search for best waterfront house tampa
What if they’re in Tampa and just type in waterfront house?
What if they type in high end tampa house
What if they search by number of bedrooms, square footage?
You get the idea: there are several variations people might use to look for a house in Tampa.
To help with this, I will also target terms that Google considers similar to Tampa house. This allows me to receive prospects from relevant search terms I might not otherwise have attracted. But there is a downfall: the search engine might think that since I want to attract prospects for my tampa house, I’m also interested in attracting visitors searching for cheap tampa house because these two seem similar to Google.
But I am looking to rent a waterfront tampa house, so what happens next?
Our scenario here looks something like this:
How do I avoid clicks from people who are not really my ideal prospects?
I create a second list of words: These are words I don’t want to show up for. So now, I’m trying to understand what a bad prospect looks like. An example is the word free because I do not rent my home for free and I don’t intend to offer a “free” month’s rent in the terms of the rental lease. Makes sense?
Last, but not least, I’ll take keywords and make sure I match the message in my ads with the landing page of my website. My goal here is to create compelling ads that stand out from competitors, and only attract the right type of traffic. Then, I want to make sure people arrive to an awesome landing page that makes them contact me quickly and easily. To do this, I will highlight what sets my house apart from other waterfront houses for rent, and I’ll write a compelling ad to persuade a visitor to click on it.
You should now have a general understanding of paid search. Please note that I omitted several components such as bidding, match types etc. The good news is that these components are totally automated by SiteWit, an online marketing platform specifically dedicated to solopreneurs, freelance professionals, and micro-enterprise. SiteWit offers easy access to Certified Paid Search Advisors who guide you along their user-friendly interface to make your paid search painless, and your working hours on your specialty more productive.