Search Engine Advertising: How Pay-Per-Click (PPC) Drives Sales

Search engine ads, also known as pay-per-click (PPC) advertising, can be a powerful tool for driving business online, regardless of the size of your company, if you’re looking to increase visibility and drive more traffic to a website. Here are a few key benefits of using search engine ads:

These are a few of the important benefits of search engine advertising. But the real question remains…

How do I, as a company, get the most of search engine advertising so that prospects who visit my website are likely to convert?

โ„น Important: How do audiences search for anything online?

If someone is searching for something online – a product, service or answer – they tend to go about it with a few general formulas that allow them to find what they are looking for. Search engines are commonly fed terms and phrases like:

Instead of relying on what you can think of and how YOU might search for your site, think in terms of how your audience might look for your pages. A user-oriented approach in PPC is among the most helpful ways to ensure you’re finding your target customers who are most likely to convert and less likely to run up your advertising spend without tangible results to justify campaigns.

Examples of common searches people use online

Methods are helpful, but examples of common searches are valuable to get a better picture of exactly how the searches are made. Here is a list of formula searches accompanied by examples someone would make online in a search engine:

This is not an exhaustive list and there are way, way more variations to consider in the process. In the event you have issues with inspiration as to how a user might search, check out this great tool made by Elias Dabbas for generating SEM keywords or phrases that can help you. The advertools library is available in command line as a python package as well.

Where else can you use Search Engine Advertising?

One might read search engine advertising and immediately think of Google although there are several other places one could advertise in a search engine.

A few other places that have search engine advertising that could help move your product, services or draw more traffic are:

Finding your search engines to advertise on ๐Ÿ”Ž

Depending on what you offer, different search engines would likely be a higher priority on which to market. Here are a few things to consider depending on whether you’re offering a product, a service or a blog/subscription.

It’s important to note that these are not the only search engines available, and the best search engine for you will depend on your specific needs and preferences. You may require further research on exactly what you’re offering and where users might be able to find it as it may be a combination of several search engines to get your information in front of your target audience.