In online marketing, search advertising refers to placing advertisements on your web pages that show the content results from search engine queries. It can also be called search engine advertising. The advertisements can be paid or organic. These search advertisements use the targeted keywords to match with the search terms users use on search engines.
A simpler example is, when you type some words on Google or Bing or other portals for looking up the information, the results you get are search advertisements. SEO company works on online advertisements to appear in the top search results with organic methods or use the paid method.
Make sure you do not mix up search ads with display ads because both are different.
Search ads vs Display ads
- Search ads are a form of pull advertising. Display ads are push advertising.
- Search ads appear in search results on search engines when someone looks up the relevant information. In contrast, a Display ad appears on any webpage or social media based on the location or parameters. They are not limited to appearing on one location unlike search ads.
- Search ads can be organic or paid. Paid search ad has Ad extensions. Display ads are paid only.
- Search ads have three parts, title, description text and a URL. Display ads have a picture of the product, description and a backlink.
Now back to Search Advertising:
Anyone is capable of search advertising with the help of their website by posting content the users want. However, not everyone can make it into success and get the desired traffic. Here the United Kingdom search marketing agency comes to help with the promising strategies.
There are two popular strategies for improving search advertising, SEO and PPC. Both have a simpler difference, one is organic and the other is paid but has a wide range. Most of the time, Digital Marketing Agencies use the dynamic duo, SEO and PPC to make effective search advertising strategies.
Let’s look at them one by one.
Search Engine Optimization (SEO)
Search Engine Optimization is a strategy of including and improving the content of the website to help make it visible and rank higher in the search results. It involves all the organic strategies that work according to Google’s algorithm and make your site show up more in the relevant search results.
Several SEO strategies are used, and you can benefit from those by hiring an SEO advertising agency for your website.
The first step of SEO includes writing and publishing properly optimized content on the website. Write to the point, easy terms and properly researched topic on the website, and make sure it includes all the keywords that a user will use when looking up the relevant information. Growing seo agencies always put emphasis on the well-written content because it makes the base of your website.
Including the search terms in the content of the website is not only for the algorithm to index and recognize your website but also for improving the reach of your audience. It is important to know that cluttering pages with stuffed keywords and useless content will make your site look deceptive and lower your brand reputation.
The attractive and engaging content makes your visitors stay longer on the page and come back again when needed information. It can be done by adding multimedia including images, videos and gifs. These media files with proper size, name and tags are recognized by Google that further imporves ranking. The text images cannot be recognized by Google, so avoid those.
While much of the optimization strategy improves the main content of the website, there are also two kinds of SEO that go behind the scenes. Technical SEO is related to the technical issues of the website. For example, if the URL is properly optimized with clear words, crawling issues, proper indexing, site speed, HTML source codes, site security etc. This helps make sites more responsive and increase the loading time which helps increase ranking.
A good SEO company helps you greatly to work on SEO advertising strategy for your website. Although the ranking may differ at times with continuous improvement with the SEO strategy that involves a lot of sub-areas, your content ranks higher in organic search results.
Pay Per Click (PPC)
Search Marketing also involves paying for appearing on the top of search results and such a strategy is known as SEM. It involves pay-per-click Google ads and usually has an Ad / Sponsored extension along with the name or products. This facility allows the business owners or website owners to bid on the chances of appearing on the top of search results when a user types a related keyword in the Google search bar.
Pay-per-click ads give an opportunity to the companies to get noticed by a wider audience and increase their reach. In this scenario, the website or business owner pays the fees when the ad appears in someone’s searches and they click on it to visit the site or call the business.
These ads can be optimized and tweaked anytime the company wants. It is a great way of advertising your services to as many people as you like and works best for both small and big businesses. If you have enough resources to afford the paid marketing then surely make use of it. However, if there is a small business or who cannot update their SEO regularly (SEO needs to be updated monthly), they can take a benefit from pay-per-click ads.
Pay-per-click marketing is not specific to search advertising but can be done in many ways. If you like to have display ads for your services and products the PPC also works there with the help of Google ads.
PPC ads do not generate the same results as SEO and certainly do not improve the ranking. But because of its flexible tactic, it helps businesses get noticed and grab the attention in search results with a price.
The main purpose of search advertising is to get noticed online by a wider audience. It can be done by acquiring help from an SEO advertising agency. They will use SEO tactics such as improving your content monthly or quarterly to make your content visible on search results and attract organic traffic. If this option does not work well with your business, then you can get the advantage of pay-per-click ads to reach a large audience by paying a set fee. Both have their ways of working around the search results and advantages, and you can choose which works best for your business.