Jump-Start Digital Advertising Success: Search Engine Marketing

The landscape of digital advertising is always changing; the major search engines alter their metrics for ranking websites with a decent amount of frequency to address tactics and loopholes that savvy (and sometimes unscrupulous) marketers find and exploit, and as technology improves the playing field has to change along with it. However, the basics of search engine marketing, through all the changes in the playing field, tend to remain the same. This is a widely varied and deep field of marketing, so this should not be taken as a comprehensive guide. It will, however, cover some of the starting points for effective search engine marketing.

The bulk of search engine marketing, as opposed to search engine optimization, tends to revolve around the use of paid advertisements that appear on search engine results pages. The building blocks of a successful paid search campaign lay in the implementation of a strong keyword strategy. By identifying the keywords that are relevant to what you’re trying to advertise, you can begin to bid on keywords that will provide the greatest traffic to your site. Just as important as finding keywords to bid on is weeding out negative keywords – keywords that are not relevant to the customers you’re attempting to target and end up wasting your paid search budget.

Equally important to your bids on keywords for which your ads will appear is the Quality Score of your advertisements. Having a high quality score is crucial to your ads appearing for a given keyword or search query. Relevance to a keyword, quality of the landing page, relevance of your advertisement’s content, and click-through rate all contribute to your quality score. Therefore, it is important to maintain a focused approach on your ad campaigns and keyword strategy.

The best thing you can do for your business is hire a full-service advertising agency that offers digital advertising services. These agencies make a point to stay on the cutting edge of digital advertising, and they are in the best position to give you maximum return on your advertising investment. Radiovision is one such agency; we offer a full range of digital advertising services that include proprietary marketing methods to maximize your business’ visibility. This article only scratched the surface of the world of search engine marketing; it is a vastly complex industry, and you can take the stress and complexity out of marketing your business on the internet by hiring Radiovision, Inc.

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