Search engine advertising, or SEA for short, is a form of digital marketing where advertisers pay for ads, in the form of either text or images, to appear at the top of the search results page on popular search engines. Google, for example, displays up to four paid text ads, as well as display shopping ads, above the organic search hits on their results pages.To land in these paid ad spots, advertisers, or a local marketing agency like Red Shark Digital who you’ve hired to run your search advertising Greenville NC campaigns, select keywords and phrases relevant to the business. The provider is then paid a certain amount per click when their ads are shown and a viewer actually clicks. Search engine advertising is a cost-effective way to improve businesses and brands, as appearing high up in the results pages makes brands and products more visible and users more likely to click.
Search ads only appear to those who are already searching for your product or service. This makes these ads considered a type of “pull” advertising, as opposed to Display ads that are considered a form of “push” advertising. Display ads are better used for branding, to tell a story, general awareness, or retargeting visitors, whereas search ads are better used for catching a user’s attention when they are actively searching, making them more likely ready to convert at that moment.
Since search advertising allows you to input keyword match types to appropriately trigger your ad and negative keywords so your ads aren’t triggered in irrelevant searches, your ads will only be shown when the user’s search intent is a precise match. Learn more about the importance of keyword match types.
If you offer a local service it seems only necessary to reach your local audience, right? If this is the case, search ads are crucial. Reaching a worldwide audience with display ads won’t be of much value to you with such a small, specific target audience. Most people include “local,” “nearby,” or “near me” when searching for local services on search engines, so the best practice is to include these phrases in your keywords for search advertising Greenville NC.
Now that you have a better understanding of what search engine advertising is, now is the time to start building out your search advertising Greenville NC campaigns. If you are still unsure of where to start and need the input of a few local marketing professionals, contact Red Shark Digital today and we will dive on in!