John Wanamaker – a famous department store tycoon, once confronted the difficulties he faced in measuring the effectiveness of his ad expenses. Though television, radio, newspapers, etc. offer a platform for promoting a brand, the question of measuring the effectiveness of the ads still remain unanswered. Here’s how search ads help in measuring the effectiveness of the money spent on it.
According to Statista, during April 2019, the global search-engine market was dominated by Google having an incredible 88% market share (and growing), and the corresponding market shares of other search engines are listed below.
1. Google (88.47%)
2. Microsoft Bing (4.81%)
3. Yahoo (3.13%)
4. Baidu (0.66%)
With a proper digital marketing strategy, you can get the following benefits. The best part about search ads is, it ensures effective measurement of the ad expenses as well.
1. DETAILED MEASURABILITY AND ANALYSIS
To track and evaluate the effectiveness of search ad campaigns, search engines such as Bing, Google, Yahoo, etc. provide real-time data to advertisers, and also the paid search analytics. These data help in tracking the following useful information and gain actionable insights:
- Click-Through Rate (CTR)
It is the ratio of users who click on a link to your website to the total number of users who view your landing page.
- Prospects’ geographical location
Your visitor’s location (country, state, city, etc.) will be known to you for precise identification of prospects.
- Cost-Per-Click (CPC)
CPC is an internet advertising pricing model used to drive traffic to your website, in which you pay the publisher (search engine) when the ad is clicked.
- Total impressions
An impression is when an ad is fetched from its source and is countable.
- Average ad position
It is a statistic that describes how your ad typically ranks against other ads. This rank determines in which order ads appear on the page.
- Conversion rate
It is the percentage of prospects who enter your website and completes your desired goal (a conversion) out of the total number of prospects.
It is an online advertising pricing model where the advertiser pays for a specified acquisition to the publisher (search engines).
- What type of device they’re using
It helps in identifying the prospects’ device, screen size, OS, etc.
- Average time on page
It the average amount of time all of your website users spend on a single page of your website.
- Marketing expenses vs. value generated
It is the ratio between the total marketing expenses to the values generated such as leads, brand awareness, sales, revenue, etc.
2. QUICK AND EASY TO IMPLEMENT
Search Ads are highly flexible and configurable. Therefore, you can set up a search ad campaign easily and quickly. Moreover, changes in the copies and other aspects of the ad campaigns can be made on an ad hoc basis. Hence, it ensures continuous customization of your keywords and ad budget based on the campaign performance.
New advancements in search ads include exporting your existing Google search ads campaigns and import it into Bing Ads. Thus, your search ads start producing results on Google as well as Bing with a few clicks.
3. HIGHLY TARGETED AUDIENCE
You can understand people’s interests with their search queries and reach an appropriate audience using those queries. With the help of the keyword-focused search queries, search ads powers advertisers to personalize their ads to the targeted search users. Search ads ensure driving in high-quality visitors when compared to other ad types because granular targeting of the audience is possible.
4. QUICKER RESULTS
Search engines show top 10 relevant search results in the first page, and getting on to the top position takes continuous SEO efforts. Securing the top position and retaining it takes more time and patience. By making the best use of search ad campaigns, you can secure the first position easily and quickly once your ad is live and approved.
5. GREATER BRAND AWARENESS
Search ads help in increasing your brand awareness. Whenever the search users see your ad in the top position, the user becomes more familiar with your website/brand. Thus, higher ranking ads make users recognize your brand as a relevant business.
Along with providing a solution to the measurability of ads and the marketing dollars spent, search ads pose numerous advantages on various aspects. Nurture and make the best use of these advantages to the fullest by formulating a working Search Engine Marketing (SEM) strategy.
We, at TechAffinity, understand the nuances of Search Engine Marketing and can formulate an effective search ads strategy for your business. To get started with search ads, shoot an email to email@example.com