Search


<p>When you want to <a href="https://brytdesigns.com/google-ads-business-goals">gain more visibility</a> for your website and brand, you can do so with ad extensions, which allow you to <strong>place extra information in ads and provide users with the ability to perform an action from Google search results</strong>. Extensions are able to make your ads much more prominent, which increases the likelihood that they will receive additional clicks and gain valuable interactions.</p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Contents</b>                    <span class="lwptoc_toggle">
                <a href="#" class="lwptoc_toggle_label" data-label="show">hide</a>
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<div class="lwptoc_items lwptoc_items-visible" style="font-size:125%;">
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#What_are_Google_Search_Ad_Extensions">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">What are Google Search Ad Extensions?</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#How_Do_Search_Ad_Extensions_Work">
                    <span class="lwptoc_item_number">2</span>
                <span class="lwptoc_item_label">How Do Search Ad Extensions Work?</span>
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    </div><div class="lwptoc_item">    <a href="#Benefits_of_Ad_Extensions">
                    <span class="lwptoc_item_number">3</span>
                <span class="lwptoc_item_label">Benefits of Ad Extensions</span>
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    </div><div class="lwptoc_item">    <a href="#Why_Do_Search_Ad_Extensions_Matter">
                    <span class="lwptoc_item_number">4</span>
                <span class="lwptoc_item_label">Why Do Search Ad Extensions Matter?</span>
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    </div><div class="lwptoc_item">    <a href="#Types_of_Automated_Ad_Extensions">
                    <span class="lwptoc_item_number">5</span>
                <span class="lwptoc_item_label">Types of Automated Ad Extensions</span>
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Call_Extensions">
                    <span class="lwptoc_item_number">5.1</span>
                <span class="lwptoc_item_label">Call Extensions</span>
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    </div><div class="lwptoc_item">    <a href="#Dynamic_Sitelink_Extensions">
                    <span class="lwptoc_item_number">5.2</span>
                <span class="lwptoc_item_label">Dynamic Sitelink Extensions</span>
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    </div><div class="lwptoc_item">    <a href="#Dynamic_Structured_Snippet_Extensions">
                    <span class="lwptoc_item_number">5.3</span>
                <span class="lwptoc_item_label">Dynamic Structured Snippet Extensions</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Dynamic_Callouts">
                    <span class="lwptoc_item_number">5.4</span>
                <span class="lwptoc_item_label">Dynamic Callouts</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Location_Extensions">
                    <span class="lwptoc_item_number">5.5</span>
                <span class="lwptoc_item_label">Location Extensions</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#App_Extensions">
                    <span class="lwptoc_item_number">5.6</span>
                <span class="lwptoc_item_label">App Extensions</span>
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    </div><div class="lwptoc_item">    <a href="#Message_Extensions">
                    <span class="lwptoc_item_number">5.7</span>
                <span class="lwptoc_item_label">Message Extensions</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Seller_Ratings_Extensions">
                    <span class="lwptoc_item_number">5.8</span>
                <span class="lwptoc_item_label">Seller Ratings Extensions</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Previous_Visits_Extensions">
                    <span class="lwptoc_item_number">5.9</span>
                <span class="lwptoc_item_label">Previous Visits Extensions</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Product_Extensions">
                    <span class="lwptoc_item_number">5.10</span>
                <span class="lwptoc_item_label">Product Extensions</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Structured_Snippets_Extensions">
                    <span class="lwptoc_item_number">5.11</span>
                <span class="lwptoc_item_label">Structured Snippets Extensions</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Price_Extensions">
                    <span class="lwptoc_item_number">5.12</span>
                <span class="lwptoc_item_label">Price Extensions</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Lead_Form_Extensions">
                    <span class="lwptoc_item_number">5.13</span>
                <span class="lwptoc_item_label">Lead Form Extensions</span>
    </a>
    </div></div></div></div></div>
</div></div>



<p><a href="https://brytdesigns.com/google-display-ads-best-practices-gifs">Google Search ad extensions</a> matter because they increase engagement and influence the quality of your ads. There are many different add-on features that can be placed in your ads with extensions, which <strong>include everything from dynamic sitelinks to information about previous visits</strong>.</p>



<p>Most standard text ads come with a short description, a headline, and your website’s URL. When you use extensions, you can input more valuable information and create more effective calls-to-action that could help you obtain a better ROI for your advertising spend. Most of these extensions are automated, which reduces the amount of work you need to do. The following guide offers a detailed explanation of everything you should know about Google Search ad extensions.</p>



<h2 class="wp-block-heading"><span id="What_are_Google_Search_Ad_Extensions">What are Google Search Ad Extensions?</span></h2>



<p>Extensions are designed to <strong>extend the ads you develop to market your business or brand</strong>. These extensions allow you to claim additional real estate on Google results pages, which simplifies the decision-making process for users when they’re thinking about visiting your website or clicking on your ad.</p>



<h2 class="wp-block-heading"><span id="How_Do_Search_Ad_Extensions_Work">How Do Search Ad Extensions Work?</span></h2>



<p>You might believe that automated extension will be displayed whenever your ads are triggered by users. However, this isn’t the case. Google takes a more dynamic approach to deciding when to display ad extensions. If your ad is triggered by a search query, Google Ads takes numerous factors into account pertaining to the keyword intent and the user who entered the search phrase.</p>



<p>Once this information is gathered, Google predicts if the extension will <a href="https://brytdesigns.com/google-conversion-tracking-shopify">enhance the ad’s performance</a>. If Google believes that performance will be improved, <strong>the extension is created instantly before being displayed alongside your ad</strong>. Automated extensions are enabled by default with Google, which means that you’ll need to disable them if you don’t want them to be displayed with your ads.</p>



<h2 class="wp-block-heading"><span id="Benefits_of_Ad_Extensions">Benefits of Ad Extensions</span></h2>



<p>There are numerous benefits associated with using the ad extensions feature with your Google Ads campaigns, which include:</p>



<ul><li>Enhanced ad copy</li><li>Better quality score</li><li>Better visibility</li><li>Improved ad rank</li><li>High click-through rate</li><li>More incentive for users to select your ad</li><li>Higher return on investment</li></ul>



<h2 class="wp-block-heading"><span id="Why_Do_Search_Ad_Extensions_Matter">Why Do Search Ad Extensions Matter?</span></h2>



<p>Search ad extensions are more viable than other forms of add-ons for dynamic search ads. For instance, you’ll receive a normal charge whenever someone clicks on an ad that contains an extension. In the event that you place a call button within an automated extension, you’re charged when an individual clicks on the ad. However, you aren’t charged for impressions with the automated ad extension.</p>



<p>These search ad extensions give you the opportunity to develop stronger and more robust ads to increase the likelihood that you bring in new customers. The main reason that Google Ads provides this feature in the first place is to help people improve their ad performance. While most extensions work with every type of ad, <strong>some of them can only be displayed on laptops and desktops</strong>.</p>



<h2 class="wp-block-heading"><span id="Types_of_Automated_Ad_Extensions">Types of Automated Ad Extensions</span></h2>



<p>Now that you have a better understanding of what automated ad extensions are, you should learn more about the many different types of extensions at your disposal.</p>



<h3 class="wp-block-heading"><span id="Call_Extensions">Call Extensions</span></h3>



<p>In the event that your website contains a business phone number for customers to call, it’s possible for Google Ads to generate extensions that allow your phone number to be displayed whenever your ad receives an impression on smartphones and other mobile devices. <strong>Users can then click the extension to make a call to your business</strong>.</p>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="880" height="385" src="https://admin.brytdesigns.com/wp-content/uploads/2023/01/call-ad.jpg" alt="call ads" class="wp-image-4893" srcset="https://admin.brytdesigns.com/wp-content/uploads/2023/01/call-ad.jpg 880w, https://admin.brytdesigns.com/wp-content/uploads/2023/01/call-ad-300x131.jpg 300w" sizes="(max-width: 880px) 100vw, 880px"></figure>



<h3 class="wp-block-heading"><span id="Dynamic_Sitelink_Extensions">Dynamic Sitelink Extensions</span></h3>



<p>These extensions are similar to manual ones but can be positioned at the lowermost portion of the text ad to direct people to a specific area of your website. This extension focuses on popular links or pages on your website that might be related to the search query the user inputs. This type of extension can enhance user experience and bolster navigation.</p>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1000" height="397" src="https://admin.brytdesigns.com/wp-content/uploads/2023/01/sitelinks-ad.jpg" alt="sitelink ads" class="wp-image-4894" srcset="https://admin.brytdesigns.com/wp-content/uploads/2023/01/sitelinks-ad.jpg 1000w, https://admin.brytdesigns.com/wp-content/uploads/2023/01/sitelinks-ad-300x119.jpg 300w" sizes="(max-width: 1000px) 100vw, 1000px"></figure>



<h3 class="wp-block-heading"><span id="Dynamic_Structured_Snippet_Extensions">Dynamic Structured Snippet Extensions</span></h3>



<p>When Google analyzes the page content on your website, it will display extra site details alongside your ad. This information is displayed via snippet form, which can significantly improve ad performance.</p>



<h3 class="wp-block-heading"><span id="Dynamic_Callouts">Dynamic Callouts</span></h3>



<p>While this extension is similar to a snippet, it can’t be clicked, which means that <strong>there’s no additional cost for placing these callouts in your ads</strong>. Let’s say that you list some of your marketing services on your site’s homepage. If a user inputs a search query that relates to the services you offer, Google will auto-populate the search results with these services.</p>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="977" height="258" src="https://admin.brytdesigns.com/wp-content/uploads/2023/01/callout-ad.jpg" alt="callout ads" class="wp-image-4896" srcset="https://admin.brytdesigns.com/wp-content/uploads/2023/01/callout-ad.jpg 977w, https://admin.brytdesigns.com/wp-content/uploads/2023/01/callout-ad-300x79.jpg 300w" sizes="(max-width: 977px) 100vw, 977px"></figure>



<h3 class="wp-block-heading"><span id="Location_Extensions">Location Extensions</span></h3>



<p>This type of automated extension makes it easier for people to find the location of your business through your ad. The extension will <strong>provide users with your business address, the distance to your location, and a map</strong>. The extension can then be clicked by users who want to obtain more details from your website. It’s also possible for this type of extension to be equipped with a call button.</p>



<h3 class="wp-block-heading"><span id="App_Extensions">App Extensions</span></h3>



<p>This is a simple and straightforward extension that encourages users to download your company’s app. It’s only shown on mobile devices, which allows users to easily click the link to download the app. This type of extension charges with each click.</p>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="881" height="222" src="https://admin.brytdesigns.com/wp-content/uploads/2023/01/app-ad.jpg" alt="app ads" class="wp-image-4897" srcset="https://admin.brytdesigns.com/wp-content/uploads/2023/01/app-ad.jpg 881w, https://admin.brytdesigns.com/wp-content/uploads/2023/01/app-ad-300x76.jpg 300w" sizes="(max-width: 881px) 100vw, 881px"></figure>



<h3 class="wp-block-heading"><span id="Message_Extensions">Message Extensions</span></h3>



<p>A message extension allows users to contact businesses through text messages. If you place details on your website that indicate your goal of receiving business through text messages, Google Ads will automatically trigger these message extensions to mobile users.</p>



<h3 class="wp-block-heading"><span id="Seller_Ratings_Extensions">Seller Ratings Extensions</span></h3>



<p>Google Ads also has an extension that allows you to leverage positive reviews for your services or products, which can provide your ad with an advantage over the competition. When users see that your products or services have received high ratings from customers, they’ll immediately know the value of what you offer. This type of ad is effective at <a href="https://www.wordstream.com/click-through-rate">increasing click-through rate (CTR)</a>.</p>



<h3 class="wp-block-heading"><span id="Previous_Visits_Extensions">Previous Visits Extensions</span></h3>



<p>When this extension is placed in an ad, it provides users with information on the previous interactions they had with your site, which could be anything from the last time that they visited your website to the number of times they’ve entered your site. This information allows returning customers to quickly navigate to your website.</p>



<h3 class="wp-block-heading"><span id="Product_Extensions">Product Extensions</span></h3>



<p>When you <a href="https://www.google.com/retail/solutions/merchant-center/">link your Google Merchant account</a> directly with Google Ads, the product extension gives you the ability to bolster your product listings. If you’re selling items that are related to the target keywords, product extensions can provide a considerable amount of value.</p>



<p>Since products are much more specific when compared to your company’s phone number or location, your ad campaigns should be more granular. This approach may help you sell a wide variety of different products.</p>



<h3 class="wp-block-heading"><span id="Structured_Snippets_Extensions">Structured Snippets Extensions</span></h3>



<p>Structured snippets are highly effective when you want to focus on specific features, products, or services that you expect users to be looking for. <strong>These extensions are responsible for more than 35% of all clicks</strong> since they effectively tell users who you are and what you’re currently offering.</p>



<p>When these extensions are displayed, you should receive high-quality clicks, which can help you extend your budget even further. Along with the dynamic and automated sitelinks mentioned previously, you can input sitelinks manually.</p>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1011" height="244" src="https://admin.brytdesigns.com/wp-content/uploads/2023/01/structured-snippet-ad-1.jpg" alt="structured ads" class="wp-image-4898" srcset="https://admin.brytdesigns.com/wp-content/uploads/2023/01/structured-snippet-ad-1.jpg 1011w, https://admin.brytdesigns.com/wp-content/uploads/2023/01/structured-snippet-ad-1-300x72.jpg 300w" sizes="(max-width: 1011px) 100vw, 1011px"></figure>



<h3 class="wp-block-heading"><span id="Price_Extensions">Price Extensions</span></h3>



<p>Price is an important aspect in nearly every buying decision a user makes. The price extension allows you to provide users with more reasonable expectations before they look at your website or learn more about your products, which establishes a sense of transparency and allows you to build trust with users.</p>



<p>The users who view price extensions will then be more informed about what you offer and more likely to make a purchase by the time they reach your website. Businesses that use variable pricing, offer a wide range of products, or sell service packages will find these extensions to be advantageous.</p>



<figure class="wp-block-image size-full is-resized"><img decoding="async" loading="lazy" src="https://admin.brytdesigns.com/wp-content/uploads/2023/01/prices-ad.jpg" alt="price ads" class="wp-image-4900" width="841" height="629" srcset="https://admin.brytdesigns.com/wp-content/uploads/2023/01/prices-ad.jpg 737w, https://admin.brytdesigns.com/wp-content/uploads/2023/01/prices-ad-300x224.jpg 300w" sizes="(max-width: 841px) 100vw, 841px"></figure>



<h3 class="wp-block-heading"><span id="Lead_Form_Extensions">Lead Form Extensions</span></h3>



<p>This is the latest type of Google Ads extension that site owners can benefit from. These extensions get rid of the need that users have to fill out forms on your landing page. Once displayed, <strong>the extension allows users to enter their contact info on the SERP</strong>.</p>



<p>When a user is logged into their Google account, the necessary information should be pre-populated in the blank spaces and can be sent with just one click. These extensions are able to drive more qualified leads to your marketing funnel, which makes the sales cycle considerably shorter.</p>



<figure class="wp-block-image size-full is-resized"><img decoding="async" loading="lazy" src="https://admin.brytdesigns.com/wp-content/uploads/2023/01/lead-form-ad.jpg" alt="lead form ads" class="wp-image-4899" width="841" height="657" srcset="https://admin.brytdesigns.com/wp-content/uploads/2023/01/lead-form-ad.jpg 636w, https://admin.brytdesigns.com/wp-content/uploads/2023/01/lead-form-ad-300x234.jpg 300w" sizes="(max-width: 841px) 100vw, 841px"></figure>



<p>When you’re searching for a simple technique that will help you obtain more site visitors, convert additional users, and increase your click-through rate, ad extensions can be highly effective. With many different extensions to select from, you should be able to find at least one that fits well with the type of business you run and the industry you operate out of.</p>


The Ultimate Guide to Google Search Ad Extensions


<p>If you want your website, business, and brand to maximize success, you’ll need to have some strong marketing skills. Among the most effective ways to <a href="https://admin.brytdesigns.com/why-brand-strategy/">grow a business</a> is to improve your marketing techniques, which should increase site visibility, bring more visitors to your website, and boost customer conversion rates for higher sales and better profits. One type of marketing that you may want to focus on is <a href="https://ads.google.com/home/faq/" target="_blank" rel="noreferrer noopener">Google Ads</a>, which is a <strong>robust advertising platform by Google that allows brands and businesses to purchase ads for target keywords</strong>.</p>



<p>Because of <a href="https://admin.brytdesigns.com/bing-vs-google/">how widely used Google is</a>, the Google Ads platform is among the most beneficial for any type of business. When you purchase an ad based on a specific keyword, <strong>the ad will appear whenever users search for that exact keyword</strong>. Google Ads uses the pay-per-click method with their advertisements, which means that you’ll get paid as users click on your ads. It’s also important to understand that anyone who clicks on your ads will be taken to a landing page on your website, which allows you to bring in high-quality leads.</p>


<div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Contents</b>                    <span class="lwptoc_toggle">
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<div class="lwptoc_items lwptoc_items-visible" style="font-size:125%;">
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Step_1_Create_Your_Google_Account">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">Step 1: Create Your Google Account</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Step_2_Use_Skillshop">
                    <span class="lwptoc_item_number">2</span>
                <span class="lwptoc_item_label">Step 2: Use Skillshop</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Step_3_Prepare_for_Exams">
                    <span class="lwptoc_item_number">3</span>
                <span class="lwptoc_item_label">Step 3: Prepare for Exams</span>
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                    <span class="lwptoc_item_number">4</span>
                <span class="lwptoc_item_label">Step 4: Pass the Assessment</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Why_Should_You_Get_Ads_Certified">
                    <span class="lwptoc_item_number">5</span>
                <span class="lwptoc_item_label">Why Should You Get Ads Certified?</span>
    </a>
    </div></div></div>
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<p>If you’re interested in becoming an expert on Google Ads and want to learn how to use it to further your company’s growth, you should consider becoming a <a href="https://skillshop.exceedlms.com/student/catalog/list?category_ids=53-google-ads?use_local=true" data-type="URL" data-id="https://skillshop.exceedlms.com/student/catalog/list?category_ids=53-google-ads?use_local=true" target="_blank" rel="noreferrer noopener">Google Ads Specialist</a>, which is possible with the right certification. Due to the increasing importance of the Google Ads platform,<em> being a Google Ads Specialist is now considered to be a profession</em>. Once you take the necessary courses for becoming a Google Ads Specialist, you should know how to create digital marketing for your brand while also planning, tracking, setting up, and reporting any ads you make. This knowledge can prove invaluable in helping you grow your brand.</p>



<p>There are several reasons to take the courses necessary to gain a certification, the primary of which is that you will be viewed as an <a href="https://admin.brytdesigns.com/what-to-look-for-in-an-online-marketing-course/">online marketing expert</a>, which can pave the way for additional opportunities in your career. If you would like to become a Google Ads Specialist, you can expect to earn your certificate in around seven days. You can take the Google Ads courses and assessments for free. <em>This article tells you how to become a Google Ads Specialist and what this type of certification can do for your career</em>.</p>



<figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<iframe loading="lazy" title="An insider's guide to becoming a Google AdWords Specialist" width="640" height="360" src="https://www.youtube.com/embed/DUZ3xCmlRo8?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
</div></figure>



<h2 class="wp-block-heading"><span id="Step_1_Create_Your_Google_Account">Step 1: Create Your Google Account</span></h2>



<p>The first step in the process of becoming a <a href="https://admin.brytdesigns.com/paid-advertising-ultimate-guide/">certified Google Ads Specialist</a> is to create a Google account, which should take only a few minutes of your time. <strong>This account is necessary because your certification will be tied to it</strong>. In the event that you work for a company or agency, you may need to use your work email address when making an account. If, on the other hand, you’re earning this certification on your own, make sure that you select a Google account that you’re fine with being tied personally and publicly to your certificate.</p>



<p>Your Google account can be attached to a preexisting Gmail account or another personal email account. When you want to get started with creating a Google account, <strong>head over to this <a href="https://accounts.google.com/signup/v2/webcreateaccount?continue=https%3A%2F%2Faccounts.google.com%2F&amp;dsh=S856282225%3A1628102016488142&amp;gmb=exp&amp;biz=false&amp;flowName=GlifWebSignIn&amp;flowEntry=SignUp" target="_blank" rel="noreferrer noopener">link</a></strong>. From here, you’ll be tasked with entering your first and last name, a username, and a password. The password must be at least eight characters long. Once you’ve created your username and password, you will have the main thing you need to go forward with the rest of the process for becoming a Google Ads Specialist.</p>



<h2 class="wp-block-heading"><span id="Step_2_Use_Skillshop">Step 2: Use Skillshop</span></h2>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2021/08/john-schnobrich-FlPc9_VocJ4-unsplash-1024x683.jpg" alt="two people pointing at a laptop screen" class="wp-image-3731" srcset="https://admin.brytdesigns.com/wp-content/uploads/2021/08/john-schnobrich-FlPc9_VocJ4-unsplash-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2021/08/john-schnobrich-FlPc9_VocJ4-unsplash-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2021/08/john-schnobrich-FlPc9_VocJ4-unsplash-1536x1024.jpg 1536w, https://admin.brytdesigns.com/wp-content/uploads/2021/08/john-schnobrich-FlPc9_VocJ4-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>The next thing you should do is start using <a rel="noreferrer noopener" href="https://skillshop.withgoogle.com/" target="_blank">Skillshop</a>, which is <strong>a platform that offers free online training for Google workplace tools</strong>. If you have any additional Google accounts that you’re logged into, make sure that you log out before you start using Skillshop. You should only remain logged into your recently made Google account. When you want to begin taking a class, navigate to this <a href="https://skillshop.exceedlms.com/student/catalog/list?category_ids=53-google-ads" target="_blank" rel="noreferrer noopener">link</a>.</p>



<p>You’ll be presented with a series of different certifications that you can work towards, which include everything from a Google Ads search certification to a Google Ads video certification. Keep in mind that <em>these certifications can be filtered by duration and difficulty</em>. Additional certifications are available for Google Ads measurement, display, shopping ads, and apps.</p>



<p>While each one of these certifications can be beneficial towards improving your marketing skills, you might want to start with the Google Ads search certification, which allows you to master Google Ads search campaigns. <strong>These courses can take anywhere from 2.5-4.5 hours to complete</strong>. Once you’ve chosen the program that you’re interested in, click on the certification, which will take you to an overview of the program that you should read.</p>



<p>From here, select the “Get Started” button, which can be found around halfway down the page. You might be required to authenticate that you’re logged into the Google account you would like to use for the program in question. The Skillshop terms of service will also be presented to you and must be accepted if you would like to continue with the program.</p>



<p>Once you have authenticated your account, you can choose to share the certification status with the company you work for as well as your Google Partners account. If you aren’t affiliated with a company and don’t want your certification to be linked to a Google Partners account, you can select “no” and move to the next steps in the process.</p>



<h2 class="wp-block-heading"><span id="Step_3_Prepare_for_Exams">Step 3: Prepare for Exams</span></h2>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2021/08/josefa-ndiaz-IzmdWT2lW5Q-unsplash-1024x683.jpg" alt="girl studying a laptop screen and taking notes" class="wp-image-3756" srcset="https://admin.brytdesigns.com/wp-content/uploads/2021/08/josefa-ndiaz-IzmdWT2lW5Q-unsplash-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2021/08/josefa-ndiaz-IzmdWT2lW5Q-unsplash-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2021/08/josefa-ndiaz-IzmdWT2lW5Q-unsplash-1536x1024.jpg 1536w, https://admin.brytdesigns.com/wp-content/uploads/2021/08/josefa-ndiaz-IzmdWT2lW5Q-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>Now that you have created your Skillshop account and have selected the program you’re interested in, it’s time to prepare for your exams. As mentioned previously, there are<em> six distinct programs that you can become certified in</em>, which include:</p>



<ul><li>Search</li><li>Measurement</li><li>Display</li><li>Apps</li><li>Video</li><li>Shopping ads</li></ul>



<p>Because search advertisements are the most common types of ads that are run through Google, the Google Ads search certification program is a great starting point. However, other programs may be more useful to you if you have another type of marketing that’s more important to your business or brand. For instance, if you run an eCommerce website, the shopping ads certificate may be more valuable.</p>



<p><strong>Keep in mind that a set amount of content is directly tied to each of these programs</strong>, which you must read through if you want to pass the exams. When you click on the program you’re interested in, you’ll be provided with resources pertaining to the program as well as a short knowledge assessment that allows Google to better understand what you already know about the subject in question.</p>



<p>Even if you’ve worked with Google Ads before, any of these certification programs can help you improve your skills and become a more effective marketer. The sample questions you’re given during the coursework are in the same format as the questions on the official exam. Once you’ve read all of the training content and have answered any sample questions that have been presented to you, it’s time to take the assessment.</p>



<h2 class="wp-block-heading"><span id="Step_4_Pass_the_Assessment">Step 4: Pass the Assessment</span></h2>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2021/08/pexels-michael-burrows-7129700-1024x683.jpg" alt="man smiling off into the distance with a laptop in front of him" class="wp-image-3732" srcset="https://admin.brytdesigns.com/wp-content/uploads/2021/08/pexels-michael-burrows-7129700-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2021/08/pexels-michael-burrows-7129700-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2021/08/pexels-michael-burrows-7129700-1536x1024.jpg 1536w, https://admin.brytdesigns.com/wp-content/uploads/2021/08/pexels-michael-burrows-7129700-scaled.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>If you want to become a certified Google Ads Specialist, <strong>you must first pass the assessment that’s tied to the program you’re taking</strong>. Since all of the courses available for Google Ads are set at “beginner” difficulty, the assessments shouldn’t be too difficult. It’s important to understand that you can obtain more than one certification. If you would like to take all of the six certification courses available through Google, you can do so without issue. In the event that you fail the exam, you can retake it after a short waiting period of seven days.</p>



<p>As touched upon earlier, you might want to connect your main Google account with Google Partners, which is a program that’s available to individuals that have already connected their Google account to the business they work for. When you’re logged into Skillshop, select your user icon, which is located at the uppermost right portion of the page. From here, select “My Profile”. You can then choose to edit your profile and share your Skillshop account with your company if you have yet to do so. The other side of the Google Partners account must then verify that your account is legitimate before you can start earning the benefits of this connection.</p>



<p>When you have made a Google Partners account, <strong>you and your company will then have access to extensive benefits involving technical support, training, and resources</strong>. Some of these resources come in the form of promotional offers and rewards. The Google Ads certifications you obtain will allow your company to benefit from comprehensive Google Ads expertise. With this knowledge, you can create robust Google Ads marketing campaigns and will be able to track and measure the performance of these campaigns.</p>



<h2 class="wp-block-heading"><span id="Why_Should_You_Get_Ads_Certified">Why Should You Get Ads Certified?</span></h2>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="682" src="https://admin.brytdesigns.com/wp-content/uploads/2021/08/digital-marketing-1725340_1280-1024x682.jpg" alt="person pointing to a screen full of data from graphs" class="wp-image-3733" srcset="https://admin.brytdesigns.com/wp-content/uploads/2021/08/digital-marketing-1725340_1280-1024x682.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2021/08/digital-marketing-1725340_1280-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2021/08/digital-marketing-1725340_1280.jpg 1280w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>There are plenty of reasons why earning a Google Ads certification can be beneficial to you and your company. Having this certification will look good for your company because it<strong> allows you to earn an endorsement from Google in the form of the Google Partners program</strong>, which is mainly available to individuals who have earned a Google Ads certification.</p>



<p>This type of certification also helps your <em>credibility with clients</em>. Your certification shows clients that you have knowledge, skills, and credibility in a marketing niche. Google is an extremely popular business and platform, which means that a Google certification will look good to practically anyone.</p>



<p>The certification that you earn can help you create a<em> strong value proposition.</em> It’s oftentimes not enough to say that you have a certain set of skills. With a certification, you can back up these claims with proof that you have knowledge about Google Ads and how to use it to the benefit of your company.</p>



<p>Keep in mind that earning this type of certification is also a great way to <em>enhance your resume</em>. Even if you currently work at a business and aren’t actively looking for a job, your situation could eventually change. Placing proof of Google Ads certification on your resume will look great to prospective employers. Becoming a Google Ads Specialist offers tangible benefits if you’re looking to grow your brand or business.</p>


How to Become a Certified Google Ads Specialist and Why it Matters


<p>Obtaining success for your company or brand isn’t something that happens quickly. The road to success is different for each business, which means that the marketing strategies each company uses should be tailored to the <a href="https://admin.brytdesigns.com/get-most-rebranding-strategy/">brand message</a> that they want customers to see. One form of marketing that should be used by every company is social media marketing, which is centered around <a href="https://admin.brytdesigns.com/social-media-advertising-everything-you-need-to-know/">advertising on social media platforms</a> like Facebook, Instagram, and LinkedIn. <strong>The two types of social media marketing that are available to you include organic social media and paid social media. </strong></p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Contents</b>                    <span class="lwptoc_toggle">
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Benefits_of_Paid_and_Organic_Social_Media">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">Benefits of Paid and Organic Social Media</span>
    </a>
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Pros_of_a_Paid_Social_Media_Strategy">
                    <span class="lwptoc_item_number">1.1</span>
                <span class="lwptoc_item_label">Pros of a Paid Social Media Strategy</span>
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    </div><div class="lwptoc_item">    <a href="#Pros_of_a_Organic_Social_Media_Strategy">
                    <span class="lwptoc_item_number">1.2</span>
                <span class="lwptoc_item_label">Pros of a Organic Social Media Strategy</span>
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                    <span class="lwptoc_item_number">2</span>
                <span class="lwptoc_item_label">Combining Both Paid And Organic Social Media</span>
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    </div><div class="lwptoc_item">    <a href="#How_to_Stay_Connected_to_Your_Targeted_Audience">
                    <span class="lwptoc_item_number">3</span>
                <span class="lwptoc_item_label">How to Stay Connected to Your Targeted Audience</span>
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<p>Organic social media involves <em>any kind of social media activity for your brand that you don’t pay for.</em> On platforms like <a href="https://admin.brytdesigns.com/using-hashtag-analytics-to-find-success-for-your-business/">Facebook and Twitter</a>, organic social media campaigns focus on sharing posts with customers and responding to the comments that these customers have. Companies that engage with their customers are able to build customer trust and increase customer loyalty. </p>



<p>As for paid social media, this is a <a href="https://admin.brytdesigns.com/what-does-a-content-marketing-agency-do/">type of marketing</a> that involves <em>paying to effectively display advertisements on different social media platforms</em>. These ads can be displayed in a variety of different formats, which include text, video, image, and carousel. Sponsored messages can also be purchased when you want to reach different demographics of your core audience. The cost for the ad depends on which type of ad you purchase. For instance, video ads are more expensive than text ads. </p>



<p><strong>Many of these ads use a cost-per-click model where you only pay whenever a user clicks on the ad</strong>. With this method of payment, you won’t waste your money on ineffective marketing.<strong> </strong>Cost-per-click is categorized under the pay-per-click method. Before you engage in social media marketing, keep in mind that users on social media websites like Facebook and Twitter are looking for something else in marketing when compared to people you market to with other advertising methods. These users aren’t automatically looking to make a purchase, which means that your marketing shouldn’t solely focus on <a href="https://searchcustomerexperience.techtarget.com/definition/transactional-marketing">point-of-sale transactions</a>. This article takes a closer look at the differences between the two main forms of social media marketing. </p>



<p style="text-align:center"><strong>Key Takeaways:</strong></p>



<ul><li>There are many benefits of organic social media we discuss below, but one main technique is using a one social platform to target your audience perfectly.</li><li>A pro to using a paid social media strategy is that paid campaigns can effectively reinforce your brand messaging and core values.</li><li>Every company utilizes a different brand strategy but tailoring your company with both paid and social media advertising can be beneficial in the long run.</li></ul>



<h2 class="wp-block-heading"><span id="Benefits_of_Paid_and_Organic_Social_Media">Benefits of Paid and Organic Social Media</span></h2>



<ul class="wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex"><li class="blocks-gallery-item"><figure><img decoding="async" loading="lazy" width="1024" height="680" src="https://admin.brytdesigns.com/wp-content/uploads/2020/11/social-media-763731_1280-1024x680.jpg" alt="" data-id="2998" data-link="https://admin.brytdesigns.com/?attachment_id=2998" class="wp-image-2998" srcset="https://admin.brytdesigns.com/wp-content/uploads/2020/11/social-media-763731_1280-1024x680.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2020/11/social-media-763731_1280-300x199.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2020/11/social-media-763731_1280.jpg 1280w" sizes="(max-width: 1024px) 100vw, 1024px"></figure></li></ul>



<p>Paid and organic social media come with numerous benefits that somewhat depend on the techniques you use and the social media platforms you place these advertisements on. When you want to implement <strong>organic social media</strong> into your marketing campaign, <em>some of the top techniques that you can use include</em>:</p>



<p></p>



<ul><li>Choose a single social media platform to focus on that aligns with your target audience<br></li><li>Optimize social media profiles by using the right images, using keywords in your content, selecting a simple username, and integrating trackable links that are sent directly to your website<br></li><li>Post content that doesn’t expire and always remains relevant<br></li><li>Post high-quality content that matches the needs of your main audience<br></li><li>Alter post settings to target members of your audience<br></li><li>Promote social media profiles everywhere you can<br></li></ul>



<p>As for <strong>paid social media</strong>, some of the more <em>effective techniques that you can use include: </em></p>



<p></p>



<ul><li>Target customers based on the interests they list on their social media pages<br></li><li>Use social media remarketing to market to individuals who have already spent time on your website<br></li><li>You can upload your customer lists directly into social media platforms like Facebook, which means that you can focus your campaign on a social media audience that’s similar to your main audience<br></li><li>Make sure that your ads are visually appealing with only a small amount of written content<br></li></ul>



<h3 class="wp-block-heading"><span id="Pros_of_a_Paid_Social_Media_Strategy">Pros of a Paid Social Media Strategy</span></h3>



<p> The many positives of a paid social media strategy include:</p>



<p></p>



<ul><li>Because of the difficulties that come with organic social marketing, paid social allows you to connect with the audiences that may not have discovered your content organically<br></li><li>Paid campaigns can effectively reinforce your brand messaging and core values<br></li><li>You can use audience targeting to reach a very specific audience<br></li><li>Nearly two-thirds of social media users use these platforms to find inspiration when shopping, which means that your promotional messaging could be effective<br></li><li>If your content marketing is bringing in a substantial number of customers, paid social will be able to instantly boost your conversions<br></li></ul>



<p>One negative aspect of paid social media marketing is that as many as<strong> 51 percent of Facebook users don’t like that ads are targeted to them </strong>because of how Facebook uses the data. While this doesn’t typically correlate with a worsening in brand reputation, it does mean that you should balance your paid social with organic social techniques. </p>



<p></p>



<h3 class="wp-block-heading"><span id="Pros_of_a_Organic_Social_Media_Strategy">Pros of a Organic Social Media Strategy</span></h3>



<p>The numerous positives that come with implementing an organic social media strategy include:</p>



<p></p>



<ul><li>This form of social media marketing is completely free<br></li><li>Your can use custom hashtags when creating organic campaigns<br></li><li>You can effectively manage your brand reputation by interacting with customers and addressing the issues that they have<br></li><li>You can use the responses you obtain and the feedback you get to make improvements<br></li><li>Allows you to build trust through transparency<br></li><li>The content you write on social media can detail your brand story<br></li></ul>



<p>Keep in mind that <strong>73 percent of marketers feel like their efforts with social media marketing are effective</strong>. Facebook posts have been measured to have an organic reach of six percent. The main issue with organic social media is that this marketing method is time-consuming. In fact, you’ll likely need a dedicated team if you want to maintain your social media marketing efforts in an efficient manner. </p>



<p></p>



<h2 class="wp-block-heading"><span id="Combining_Both_Paid_And_Organic_Social_Media">Combining Both Paid And Organic Social Media</span></h2>



<figure class="wp-block-image"><img decoding="async" loading="lazy" width="1024" height="606" src="https://admin.brytdesigns.com/wp-content/uploads/2020/11/handshake-3382503_1280-1024x606.jpg" alt="" class="wp-image-3000" srcset="https://admin.brytdesigns.com/wp-content/uploads/2020/11/handshake-3382503_1280-1024x606.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2020/11/handshake-3382503_1280-300x177.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2020/11/handshake-3382503_1280.jpg 1280w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>The most effective <a href="https://admin.brytdesigns.com/the-business-owners-guide-to-video-content-marketing/">social media marketing campaign</a> is one that combines paid social with organic social. <strong>The right strategy will use paid advertisements to bring in new customers and organic marketing to serve existing customers</strong>, which is why you should focus on both types if you want your strategy to be successful. However, paid social media is becoming increasingly important because of a diminishing reach of organic marketing content on platforms like Facebook and Twitter. In fact, <em>organic posts that are made on Facebook will reach around two percent of your audience</em>, which isn’t enough to garner long-lasting success. </p>



<p>The improvements to customer loyalty and retention that occur with organic social media means that you shouldn’t favor paid social too heavily. While Facebook and Twitter are great for paid social marketing, likely the <strong>top platforms for organic social marketing include LinkedIn and Instagram</strong>. By using the <a href="https://admin.brytdesigns.com/the-top-6-email-marketing-best-practices-for-2020/">right type of marketing</a> on each platform, you can maximize the benefits that come with both paid and organic social media marketing. </p>



<p>If you want to effectively combine both marketing strategies,<em> it’s highly recommended that you look into D2C marketing</em>, which is a growing segment of social media marketing. Direct-to-consumer marketing <strong>allows you to sell and promote your product/service directly to the consumer</strong>, which means that having a retailer on board isn’t necessary. D2C marketing is highly appealing to modern customers and allows for a more personal connection with your main audience. Whether you focus on organic social or paid social, D2C should be a technique that’s used heavily in your marketing campaign.</p>



<p></p>



<h2 class="wp-block-heading"><span id="How_to_Stay_Connected_to_Your_Targeted_Audience">How to Stay Connected to Your Targeted Audience</span></h2>



<figure class="wp-block-image"><img decoding="async" loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2020/11/georgia-de-lotz-UsJoNxLaNo-unsplash-1024x683.jpg" alt="" class="wp-image-3002" srcset="https://admin.brytdesigns.com/wp-content/uploads/2020/11/georgia-de-lotz-UsJoNxLaNo-unsplash-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2020/11/georgia-de-lotz-UsJoNxLaNo-unsplash-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2020/11/georgia-de-lotz-UsJoNxLaNo-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>The key to long-term success for any brand is to<strong> remain connected with their primary audience at all times</strong>. If ever their interest in your brand starts to wane, these customers could choose to take their business elsewhere. When implementing both paid and organic social media in your marketing campaign, there are some basic tips that will help you stay connected with your audience. These tips include:</p>



<p></p>



<ul><li><strong>Measuring your results</strong> – Make sure that you measure the results of your marketing campaign if you want to learn what your failures and successes were. It’s very likely that some aspects of your marketing will be more effective than others, which can only be determined if you measure your results. This can be done with an <a href="https://admin.brytdesigns.com/how-to-conduct-a-thorough-competitor-analysis-for-seo/">SEO competitor analysis</a> or <a href="https://admin.brytdesigns.com/google-analytics-expert/">Google Analytics</a>, both of which are effective tools for measuring marketing results. With these measurements in hand, your social media marketing should never stagnate.<br></li><li><strong>Target your ads correctly</strong> – It’s also very important that you target your ads correctly, which is more easy to do with paid social media ads. Retargeting ads are designed to be sent to customers who have already visited your website, which means that only customers who are interested in your brand will see these ads. If you correctly implement retargeting on <a href="https://admin.brytdesigns.com/social-media-advertising-everything-you-need-to-know/">social media platforms</a> like Facebook and Instagram, your conversion rates should increase significantly.<br></li><li><strong>Use A/B testing</strong> – <a href="https://admin.brytdesigns.com/usability-testing-methods/">A/B testing</a> is a great way to determine which of your ads or social media pages are more effective at converting users into customers. Users will see <a href="https://admin.brytdesigns.com/best-mobile-wordpress-theme/">two variants of an ad</a> before answering questions on which one they preferred. The results you obtain from this testing can help you create an advertising campaign that brings in new customers and satisfies your main audience. You can test your copywriting, your CTA, your ad format, and even your visuals to determine <a href="https://admin.brytdesigns.com/web-design-fundamentals-a-comprehensive-guide/">which ones work best</a>.<br></li></ul>



<p>Both paid social media and organic social media have proven to be effective at satisfying current and new customers, which will strengthen your business and enhance your brand. Even though these two forms of marketing are very different, <em>they both serve to bolster your presence on social media</em>, which can pay dividends in the future.                       </p>


The Difference Between Paid vs. Organic Social Media


<p>Marketing a product or service is a complex task that requires a deep understanding of your target audience as well as knowledge about the many different types of marketing available to you. Among the more commonly used forms of marketing is paid advertising, which <strong>involves any form of advertising that you are required to pay for</strong>. When using this type of advertising, you will be tasked with <a href="https://admin.brytdesigns.com/the-business-owners-guide-to-video-content-marketing/">making payments for ad space</a> to the owner of the space. </p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Contents</b>                    <span class="lwptoc_toggle">
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Top_5_Types_of_Paid_Advertising_Today">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">Top 5 Types of Paid Advertising Today</span>
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                    <span class="lwptoc_item_number">1.1</span>
                <span class="lwptoc_item_label">1. Social Media Advertising</span>
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                    <span class="lwptoc_item_number">1.2</span>
                <span class="lwptoc_item_label">2. Search Engine Marketing and Optimization (SEM &amp; SEO)</span>
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                    <span class="lwptoc_item_number">1.3</span>
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                    <span class="lwptoc_item_number">1.4</span>
                <span class="lwptoc_item_label">4. Display Advertising</span>
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                    <span class="lwptoc_item_number">1.5</span>
                <span class="lwptoc_item_label">5. Video Advertising</span>
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                <span class="lwptoc_item_label">Finding the Best Fit for Your Advertising Needs</span>
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<p>With most forms of paid advertising, <strong>ad pricing is based on a bidding process between owners of the ad space and marketers</strong>. This bidding process can be intense if the space is highly sought after. The two additional types of marketing available to you include <em>owned advertising and earned advertising</em>. Owned advertising involves sending out <a href="https://admin.brytdesigns.com/8-fantastic-free-seo-tools-2020/">ads via websites</a>, <a href="https://admin.brytdesigns.com/the-top-6-email-marketing-best-practices-for-2020/">email services</a>, or blogs that you own. Earned advertising can be gained through online reviews by customers, company mentions in <a href="https://admin.brytdesigns.com/what-does-a-content-marketing-agency-do/">professional blogs</a>, coverage on the news, and posts by customers on social media platforms. </p>



<p>When you implement a paid advertising campaign, you will invariably be paying more than earned or owned advertising. However, <strong>paid ads have proven to be very effective at reaching a wide audience</strong>. If you’re currently looking into paid advertising, <em>this guide provides you with everything you should know about paid advertisements and the benefits that come with using them. </em></p>



<p style="text-align:center"><strong>Key Takeaways:</strong></p>



<ul><li>Paid advertising is any form of advertising you are willing to pay for to market a product or service.</li><li>There are five types of paid advertising you should understand if you are looking into this unique marketing technique.</li></ul>



<h2 class="wp-block-heading"><span id="Top_5_Types_of_Paid_Advertising_Today">Top 5 Types of Paid Advertising Today</span></h2>



<p>There are <em>five separate types </em>of paid advertising that you can include in a paid advertising campaign, which extend to:</p>



<p></p>



<ul><li><strong>Social media advertising</strong>
 – This type of marketing occurs specifically on social media platforms like Facebook and Instagram<br></li><li><strong>Search engine marketing and optimization</strong> – This paid marketing can either focus on paid ads on Google/Bing or on optimization through the use of keywords and phrases that must be paid for<br></li><li><strong>Pay per click</strong> – When implementing these ads on different websites, you will pay whenever someone clicks on the ad<br></li><li><strong>Display advertising</strong> – These are graphical ads that can use logos, videos, animations, text, or photographs to convey some kind of commercial message<br></li><li><strong>Video advertising</strong> – These ads can be streamed over the internet and are a form of display advertising<br></li></ul>



<h3 class="wp-block-heading"><span id="1_Social_Media_Advertising">1. Social Media Advertising</span></h3>



<figure class="wp-block-image"><img decoding="async" loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2020/10/will-francis-r02wxT3-PYw-unsplash-1024x683.jpg" alt="" class="wp-image-2918" srcset="https://admin.brytdesigns.com/wp-content/uploads/2020/10/will-francis-r02wxT3-PYw-unsplash-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2020/10/will-francis-r02wxT3-PYw-unsplash-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2020/10/will-francis-r02wxT3-PYw-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>Social media advertising <strong>involves placing paid advertisements on social media platforms like Facebook, Instagram, Twitter, and LinkedIn</strong>. Before you start using social media advertising, keep in mind that each social media platform has a slightly different audience. Make sure that your target audience aligns with the platform that you would like to advertise on. To understand how important social media advertising is, keep in mind that there are<em> upwards of 1.65 billion active social accounts </em>on mobile devices across the world. </p>



<p>There are two separate types of social media advertising that you should be aware of, which include <strong>organic advertising and paid advertising.</strong> Organic advertising typically involves making posts and responding to customers on various social media platforms. On the other hand, paid advertising can include sponsored stories, standard ads on social media pages, or promoted posts. </p>



<p>Because of the large number of users across all demographics and age groups who have accounts on social media platforms, <a href="https://admin.brytdesigns.com/social-media-advertising-everything-you-need-to-know/">social media advertising</a> is more important than ever and is among the <strong>best methods for reaching new audiences and growing your brand</strong>. Keep in mind that social media ads can be used with <a href="https://www.wordstream.com/blog/ws/2019/05/20/b2b-vs-b2c">B2B and B2C marketing</a> alike. However, these ads should be used differently depending on whether you’re marketing to consumers or other businesses.</p>



<p></p>



<h3 class="wp-block-heading"><span id="2_Search_Engine_Marketing_and_Optimization_SEM_SEO">2. Search Engine Marketing and Optimization (SEM &amp; SEO)</span></h3>



<figure class="wp-block-image"><img decoding="async" loading="lazy" width="1024" height="682" src="https://admin.brytdesigns.com/wp-content/uploads/2020/10/pexels-george-morina-4960335-1024x682.jpg" alt="" class="wp-image-2920" srcset="https://admin.brytdesigns.com/wp-content/uploads/2020/10/pexels-george-morina-4960335-1024x682.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2020/10/pexels-george-morina-4960335-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2020/10/pexels-george-morina-4960335.jpg 1280w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>Search engine marketing and optimization are two forms of online marketing that allow you to <a href="https://admin.brytdesigns.com/how-to-build-brand-establishing-digital-presence/">enhance visibility</a> and promote your content. <strong>Search engine marketing</strong> <strong>involves paying for ads on search engines like Google and Bing whenever someone clicks on your ad</strong>. This ad will take them to your website. </p>



<p>As for <strong>search engine optimization, this technique uses meta descriptions, the creation of premium content, paid keywords, and linking to increase rankings on Google and other search engines</strong>. SEO is an <a href="https://admin.brytdesigns.com/how-to-conduct-a-thorough-competitor-analysis-for-seo/">organic form of marketing</a>, while SEM is a paid advertising method. Both marketing techniques are useful for businesses and new brands that want to grow their audience and reach a wider base. </p>



<h3 class="wp-block-heading"><span id="3_Pay_Per_Click_PPC">3. Pay Per Click (PPC)</span></h3>



<figure class="wp-block-image"><img decoding="async" loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2020/10/john-schnobrich-2FPjlAyMQTA-unsplash-1024x683.jpg" alt="" class="wp-image-2921" srcset="https://admin.brytdesigns.com/wp-content/uploads/2020/10/john-schnobrich-2FPjlAyMQTA-unsplash-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2020/10/john-schnobrich-2FPjlAyMQTA-unsplash-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2020/10/john-schnobrich-2FPjlAyMQTA-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>Pay per click is a simple yet effective form of paid advertising that <strong>allows marketers to only pay when someone clicks on the ad</strong>, which means that you can avoid paying for the ad itself. In the event that the ad isn’t popular, you won’t lose too much money. Most PPC ads are displayed through text that can be accompanied by a small image. To understand how effective PPC ads can be, <em>nearly 65 percent of internet users</em> will click a Google ad when they are thinking about purchasing an item. </p>



<p>Around <em>80 percent of all marketers believe that PPC ads have been highly beneficial </em>for their business. PPC ads are a great way to reach your target audience at a relatively low cost. The only way that you spend a significant sum of your marketing budget is if the ad is successful at <a href="https://admin.brytdesigns.com/what-is-cro-conversion-rate-optimization-tips-and-more/">bringing visitors to your website</a>, which minimizes the risk of creating ads.</p>



<p></p>



<h3 class="wp-block-heading"><span id="4_Display_Advertising">4. Display Advertising</span></h3>



<figure class="wp-block-image"><img decoding="async" loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2020/10/pexels-cottonbro-5054348-1024x683.jpg" alt="" class="wp-image-2922" srcset="https://admin.brytdesigns.com/wp-content/uploads/2020/10/pexels-cottonbro-5054348-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2020/10/pexels-cottonbro-5054348-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2020/10/pexels-cottonbro-5054348.jpg 1919w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>Display advertising is a kind of paid advertising that <strong>uses images and text to convey some sort of message</strong>. The types of display ads that are commonly used by marketers include popups, landing pages, and banners. However, logos, animations, and photographs can also be used. Display ads are <em>different from many other types of paid ads</em> in that they <a href="https://admin.brytdesigns.com/bing-vs-google/">aren’t displayed in search results</a>. </p>



<p>These ads are typically placed on blog posts and websites for the purpose of taking the user’s attention and focus to the company’s service or product. Display ads can be <strong>highly effective when combined with a </strong><a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://retargeter.com/what-is-retargeting-and-how-does-it-work/" target="_blank"><strong>retargeting campaign</strong></a><strong>,</strong> which means that you will use display ads with people who have already visited your website. It’s been found that using display ads with a retargeting campaign makes visitors around <em>70 percent more likely </em>to end up converting into return customers.</p>



<p></p>



<h3 class="wp-block-heading"><span id="5_Video_Advertising">5. Video Advertising</span></h3>



<figure class="wp-block-image"><img decoding="async" loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2020/10/pexels-freestocksorg-34407-1024x683.jpg" alt="" class="wp-image-2923" srcset="https://admin.brytdesigns.com/wp-content/uploads/2020/10/pexels-freestocksorg-34407-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2020/10/pexels-freestocksorg-34407-300x200.jpg 300w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>Video advertising is an aspect of display advertising that’s becoming increasing popular. The reason for this boon in popularity is <em>largely the result of younger consumers</em>. It’s been found that these consumers become more engaged with content when it’s provided to them in video form. Keep in mind that video ads can be anywhere from 10 seconds to over a minute. </p>



<p><a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://www.businessinsider.com/digital-video-advertising-aggressive-spending-and-growth-2014-9" target="_blank">BI Intelligence</a> is a premier research service that performs data analysis of all kinds of business information. With this information, they are able to obtain statistics about the efficacy of various forms of marketing. <strong>They found that digital video reached around $5 billion in total ad revenues</strong> and that this type of marketing has the highest click-through rate of all digital formats. </p>



<p>Around 43 percent of consumers say that they would like to see more of this type of content. <em>YouTube</em> continues to be the most popular place to go for video advertisements since these ads can be placed at the beginning of other videos. You can also use the PPC technique with YouTube, which means that you will only need to pay when a user engages with your ad. </p>



<p></p>



<h2 class="wp-block-heading"><span id="Finding_the_Best_Fit_for_Your_Advertising_Needs">Finding the Best Fit for Your Advertising Needs</span></h2>



<p>While you can certainly use all of the five types of paid advertising,<strong> it’s recommended that you start with one or two techniques</strong> until you better understand how they work. If you don’t want to use any of your marketing budget at the moment for paid ads, consider starting with SEO marketing or organic social media marketing. With search engine optimization, placing premium content on your website and making sure that the website loads quickly can <a href="https://admin.brytdesigns.com/get-most-rebranding-strategy/">help you rank highly</a>. When you combine great content and performance with the right keywords, you may be able to position your website towards the top of relevant search results, which should significantly increase your visibility. </p>



<p>As for organic social media marketing, making posts on Facebook and interacting with your customers can go a long way towards keeping customers engaged and bolstering your brand image. If you believe that you’re currently ready to spend money on paid advertisements, the various types of marketing at your disposal include retargeting, display ads, PPC marketing, paid ads on social media platforms, SEM, and video ads. Choose one of these marketing types to start with. To keep costs low, you might want to try PPC marketing. </p>



<p>Overall, paid advertising provides marketers with numerous benefits. For instance, <strong>this form of advertising delivers immediate results that can be measured quickly</strong>. On the other hand, search engine optimization may not show results for weeks or even months. Paid advertising is also simple to measure. You can track performance indicators to determine what works and what might need improvement. In fact, Google AdWords allows you to see which keywords performed well and increase their usage in your marketing materials. Paid advertising is also considered to be cost effective when compared to offline marketing, which means that your marketing budget can be put to better use.                       </p>


The Ultimate Guide to Paid Advertising

What is PPC Advertising and How Does it Work?

<p><strong>Search engine marketing (SEM) is a form of online marketing that is a combination of paid search marketing and <a href="https://admin.brytdesigns.com/search-engine-optimization/">search engine optimization</a> (SEO), marketing directly to search engine users</strong>. Paid search marketing involves buying traffic with paid search listings and ad campaigns, while SEO involves optimizing your website and content strategy to earn the trust of search engines which will in turn rank your page higher on the search engine results pages (SERPs).</p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Contents</b>                    <span class="lwptoc_toggle">
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#SEM_Pay_Per_Click_PPC_Advertising">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">SEM &amp; Pay Per Click (PPC) Advertising</span>
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    </div><div class="lwptoc_item">    <a href="#Search_Engine_Marketing_SEO">
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                <span class="lwptoc_item_label">Search Engine Marketing &amp; SEO</span>
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    </div><div class="lwptoc_item">    <a href="#How_Does_This_Help_Your_Business_and_Why_Do_You_Need_a_SEM_strategy">
                    <span class="lwptoc_item_number">3</span>
                <span class="lwptoc_item_label">How Does This Help Your Business and Why Do You Need a SEM strategy?</span>
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<p>The goal of search engine marketing as a whole is to <strong>increase your search engine visibility to users and prospective customers</strong>. An increase in visibility should garner more visits to your website and a <a href="https://admin.brytdesigns.com/5-reasons-optimize-landing-page-running-marketing-campaign/">boost in conversion rates if your website is designed for an optimal user experience</a>. Today, search is among the primary forms of lead generation, which means that businesses need to maintain a competitive presence in search results if they want to find success in any industry. If you fail to perform in search marketing, it’s likely that your online business will begin to falter and fall behind the competition.</p>
<p><a href="http://www.internetlivestats.com/google-search-statistics/" target="_blank" rel="noopener">Google currently processes more than 40,000 search queries every single second</a>, which means that there are over 3.5 billion searches every day and 1.2 trillion searches each year across the world. Your business simply can’t afford to ignore the fact that search marketing is an incredibly valuable (and profitable) form of marketing in the digital era. While SEM is mainly comprised of paid search advertising, it’s oftentimes complemented by SEO efforts in order to maintain a complete SEM strategy. When you utilize both paid search marketing and SEO, you greatly increase your chances of success over your search competitors.</p>
<p><img decoding="async" loading="lazy" class="aligncenter size-full wp-image-1215" src="https://admin.brytdesigns.com/wp-content/uploads/2019/03/serp-1.jpg" alt="Google Ads vs Organic Search Results shown in a graphic" width="935" height="1309" srcset="https://admin.brytdesigns.com/wp-content/uploads/2019/03/serp-1.jpg 935w, https://admin.brytdesigns.com/wp-content/uploads/2019/03/serp-1-214x300.jpg 214w, https://admin.brytdesigns.com/wp-content/uploads/2019/03/serp-1-731x1024.jpg 731w" sizes="(max-width: 935px) 100vw, 935px"></p>
<h2><span id="SEM_Pay_Per_Click_PPC_Advertising">SEM &amp; Pay Per Click (PPC) Advertising</span></h2>
<p>Among the most common and effective forms of search engine marketing is pay per click advertising. This form of marketing has grown in popularity with each passing year and has become the primary form of online advertising for many businesses. There are an array of benefits associated with pay-per-click marketing, the primary of which is the fact that you only pay when your ad is clicked, which often means that only interested parties will be clicking on your ad and your marketing budget will be well spent.</p>
<p>A primary benefit of PPC is that your results are instant — from the second you begin your campaign. However, <a href="https://admin.brytdesigns.com/5-reasons-optimize-landing-page-running-marketing-campaign/">it’s essential that you optimize your conversion and lead capture strategy if you want to effectively generate value out of your advertising campaigns</a>. If your website is poorly designed or the ad copy that you use in your campaign isn’t well thought out, the benefits of PPC marketing may be mitigated as your funds will be depleted on poorly performing campaigns.</p>
<p>Two of the most popular platforms for paid advertising are those of <a href="https://ads.google.com/home/" target="_blank" rel="noopener">Google Adwords</a> and <a href="https://www.facebook.com/business/ads" target="_blank" rel="noopener">Facebook Business Ads</a>, both of which provide you with the tools necessary to <strong>create and manage a paid advertising marketing campaign</strong>. There are also a variety of additional social and search platforms that offer their own version of paid advertising. Since each of these platforms offers its own distinct benefits, you should take the time to research your options before making a decision on which platform will be most fruitful for your business.</p>
<p><figure id="attachment_880" aria-describedby="caption-attachment-880" style="width: 305px" class="wp-caption aligncenter"><img decoding="async" loading="lazy" class="wp-image-880 size-full" src="https://admin.brytdesigns.com/wp-content/uploads/2018/05/adwords-logo.png" alt="" width="305" height="100" srcset="https://admin.brytdesigns.com/wp-content/uploads/2018/05/adwords-logo.png 305w, https://admin.brytdesigns.com/wp-content/uploads/2018/05/adwords-logo-300x98.png 300w" sizes="(max-width: 305px) 100vw, 305px"><figcaption id="caption-attachment-880" class="wp-caption-text">Google Adwords is one of those most popular PPC advertising tools on the web</figcaption></figure></p>
<p>When it comes to PPC advertising, you will be required to bid for the keywords you wish your advertisement to be displayed for. It’s important to understand that the <strong>bid price varies based on how competitive the keyword is</strong>. For instance, “Homes for Sale” is going to be a highly competitive keyword that will have an equally high bid price if you are aiming to bid for it — on the flip side, <a href="https://admin.brytdesigns.com/long-tail-keywords-better-short-tail-seo/">a long-tail keyword</a> such as “Palisades Los Angeles Homes for Sale” will typically be a much less competitive keyword as you are targeting a smaller customer segment, therefore you will be paying a lower bid price while also targeting users with more buyer-intent. The good news is that funds are only deducted from your marketing budget whenever a user clicks on your ad, which ensures that you only spend a sizable portion of your marketing budget if the ad is successful.</p>
<p>As these platforms are evolving, it also becomes increasingly difficult for users to manipulate the platform and waste your budget on unwanted clicks. For instance, Google records unique visitors that click on your ad and will only deduct fees when the clicks are validated or your conversion goals are met, which helps to minimize the potential risk of losing your marketing budget on ineffective PPC ads. These platforms also offer <a href="https://blog.hubspot.com/marketing/digital-marketing-analytics" target="_blank" rel="noopener">in-depth and comprehensive analytics</a>, which will provide you with the information that you need to optimize your search marketing campaign and ensure that your dollars are well spent. Understanding customer behavior in relation to the ads that you’ve put out in your latest marketing campaign will help you create more effective ads and remove any aspects of your marketing campaign that aren’t working for your business.</p>
<p><img decoding="async" loading="lazy" class="aligncenter wp-image-697 size-large" src="https://admin.brytdesigns.com/wp-content/uploads/2017/09/seo-tiles-1024x680.jpg" alt="SEO board game tiles" width="640" height="425" srcset="https://admin.brytdesigns.com/wp-content/uploads/2017/09/seo-tiles-1024x680.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2017/09/seo-tiles-300x199.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2017/09/seo-tiles.jpg 1129w" sizes="(max-width: 640px) 100vw, 640px"></p>
<h2><span id="Search_Engine_Marketing_SEO">Search Engine Marketing &amp; SEO</span></h2>
<p>While PPC can and will likely be highly beneficial at bolstering your customer conversion rates and increasing brand visibility, PPC is oftentimes <a href="https://admin.brytdesigns.com/7-ways-seo-can-help-business-grow/">complemented by an effective SEO strategy</a>. Even if your PPC ads have been very successful, there’s no reason that you should be fully satisfied if you have yet to explore <strong>search engine optimization</strong>. By using SEO, you’ll further increase your chances of bringing in new visitors to your site through evergreen content, providing results for years to come.</p>
<p>It’s also important to understand that the effectiveness of PPC ads is typically short lived in nature. Once the funds of your current PPC campaign run out, traffic will immediately stop as the campaign ends — SEO results maintain their effectiveness as long as your content stays relevant for users and search engines continue to rank your content, regardless of a marketing budget.</p>
<p><img decoding="async" loading="lazy" class="aligncenter size-full wp-image-968" src="https://admin.brytdesigns.com/wp-content/uploads/2018/07/seo-dashboard.png" alt="Google Analytics Dashboard" width="935" height="619" srcset="https://admin.brytdesigns.com/wp-content/uploads/2018/07/seo-dashboard.png 935w, https://admin.brytdesigns.com/wp-content/uploads/2018/07/seo-dashboard-300x199.png 300w" sizes="(max-width: 935px) 100vw, 935px"></p>
<p>SEO is a valuable tool when taking long-term benefits into account since the goal of this tool is to generate organic traffic over a long period of time through search engines like Google and Bing. The website optimization that you perform now can benefit your business for days, weeks, and months to come, which is something that isn’t seen with a standard PPC campaign. While you will certainly need to <strong>update your SEO efforts on a consistent basis</strong>, these updates usually pale in comparison to the initial work that’s required to implement SEO. Complete search engine optimization is an <a href="https://admin.brytdesigns.com/7-seo-changes-results/">extensive process that involves optimizing the content and code of your website while also optimizing your content strategy</a> in order to increase search engine visibility and outrank your competitors.</p>
<p>To understand how valuable SEO can be for your business, you will need to first know more about <a href="https://admin.brytdesigns.com/what-is-seo-and-how-does-it-work/">how SEO works</a>. When a user types in a certain keyword or phrase into a search engine, they will immediately be taken to pages of results. While there are times when these users may scroll down and look at some of the lower sites on the page, <strong>the vast majority of users will only care to look at the first three results that show up after they enter their query</strong>.</p>
<p>The key towards being successful with search engine optimization is to <a href="https://admin.brytdesigns.com/conduct-keyword-research-5-tips/">identify popular keywords and phrases</a> pertaining to your business or service and then optimize your website with these keywords and phrases in mind. If you move towards the top of search engine results for a popular keyword, it’s likely that you’ll bring in a substantial amount of new visitors to your website who may become customers.</p>
<p>You should also know that <strong>content is king</strong> when it comes to the page ranking that you receive by Google. The Google ranking for a page on your website will improve based on a variety of factors.</p>
<p>If you want to rank on search engines, your website content and user experience will need to be fantastic in quality and <strong>provide value to your users</strong>. If the site content is relevant to the needs and interests of the customers, Google will invariably rank your page higher. It’s not enough for the content on your website to be well written or properly formatted — it’s also essential that this content is exactly what your target audience is looking for when they enter your website from a search engine.</p>
<p>Keep in mind that Google has a complex algorithm that’s always changing. While the initial aspects of your search engine optimization are the most important towards getting your foot in the door when it comes to this approach, you must also make sure that you <strong>maintain a consistent SEO effort in order to stay competitive</strong> with websites and companies that are similar to yours. <strong>Being at the top of search results today doesn’t mean that you will be tomorrow.</strong></p>
<p><img decoding="async" loading="lazy" class="aligncenter wp-image-1139 size-large" src="https://admin.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow-1024x561.jpeg" alt="SEO can help your business grow" width="640" height="351" srcset="https://admin.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow-1024x561.jpeg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow-300x164.jpeg 300w, https://admin.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow.jpeg 2048w" sizes="(max-width: 640px) 100vw, 640px"></p>
<h2><span id="How_Does_This_Help_Your_Business_and_Why_Do_You_Need_a_SEM_strategy">How Does This Help Your Business and Why Do You Need a SEM strategy?</span></h2>
<p>If you want more information about how this can help your business and why you need such a strategy, the market as a whole can provide you with these answers. As shoppers preferring online shopping to the more traditional brick and mortar stores, more consumers are looking to search engines for all of their needs. The increase in popularity of online shopping when compared to brick and mortar shopping is a trend that doesn’t appear to be slowing down any time soon. When taking a look at the younger generations, <strong>nearly <a href="https://www.thebalancesmb.com/compare-brick-and-mortar-stores-vs-online-retail-sites-4571050" target="_blank" rel="noopener">67 percent of all millennials</a> have a preference for shopping online.</strong></p>
<p>If you’re not maintaining a strong and effective SEM effort for your website, you may be falling behind your competitors and losing business that may never return, which is particularly true if you’re operating in a crowded industry.</p>
<p>If you’ve primarily managed a brick and mortar shop in the past, you likely understand how it’s important to optimize the layout and sales strategy of this store. A general layout for the holidays won’t be as effective once the holidays are over. When it comes to your online store, it’s important to understand that the needs of your core audience will invariably change over time, which is something that your marketing will need to take into account.</p>
<p><em>You will need to optimize the layout of your website, the delivery of your content, and your lead capture efforts if you want to effectively convert visitors into loyal customers. Even the most successful companies make regular updates to the look and feel of their website. What is new and exciting can quickly become old and stale. Being able to adapt quickly can pay dividends in the long run!</em></p>
<p>If you’re looking to begin your SEM efforts or if you simply have questions about the process, feel free to <a href="https://admin.brytdesigns.com/#contact">contact us</a>!</p>


What is Search Marketing (SEM) and How Can it Help Your Business?

<p><a href="https://admin.brytdesigns.com/what-is-seo-and-how-does-it-work/">SEO</a> is powerful. To be more precise, keywords are powerful. According to a study by Buzzsumo and Moz, <strong>82% of the world’s top marketers believe that focusing on a targeted keyword plan can help significantly increase the effectiveness of a marketing campaign</strong>.</p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Contents</b>                    <span class="lwptoc_toggle">
                <a href="#" class="lwptoc_toggle_label" data-label="show">hide</a>
            </span>
            </div>
<div class="lwptoc_items lwptoc_items-visible" style="font-size:125%;">
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#The_ultimate_checklist_to_comprehensive_keyword_research">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">The ultimate checklist to comprehensive keyword research</span>
    </a>
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Set_keyword_goals">
                    <span class="lwptoc_item_number">1.1</span>
                <span class="lwptoc_item_label">Set keyword goals</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Make_a_list_of_the_trending_topics_relevant_to_the_industry">
                    <span class="lwptoc_item_number">1.2</span>
                <span class="lwptoc_item_label">Make a list of the trending topics relevant to the industry</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Identify_the_seed_keywords_for_each_topic">
                    <span class="lwptoc_item_number">1.3</span>
                <span class="lwptoc_item_label">Identify the seed keywords for each topic</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Search_for_or_develop_additional_keywords_for_each_topic">
                    <span class="lwptoc_item_number">1.4</span>
                <span class="lwptoc_item_label">Search for or develop additional keywords for each topic</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Use_keyword_metrics_to_analyze_keyword_value_performance">
                    <span class="lwptoc_item_number">1.5</span>
                <span class="lwptoc_item_label">Use keyword metrics to analyze keyword value &amp; performance</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Structure_and_filter_out_keyword_list_through_grouping">
                    <span class="lwptoc_item_number">1.6</span>
                <span class="lwptoc_item_label">Structure and filter out keyword list through grouping</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Select_the_keyword">
                    <span class="lwptoc_item_number">1.7</span>
                <span class="lwptoc_item_label">Select the keyword</span>
    </a>
    </div></div></div><div class="lwptoc_item">    <a href="#5_Tips_to_select_the_most_effective_keywords">
                    <span class="lwptoc_item_number">2</span>
                <span class="lwptoc_item_label">5 Tips to select the most effective keywords</span>
    </a>
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Choose_different_keywords_for_each_stage_of_the_sales_funnel">
                    <span class="lwptoc_item_number">2.1</span>
                <span class="lwptoc_item_label">Choose different keywords for each stage of the sales funnel</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Use_on-site_searches_to_dictate_keywords">
                    <span class="lwptoc_item_number">2.2</span>
                <span class="lwptoc_item_label">Use on-site searches to dictate keywords</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Include_branded_keywords_in_your_strategy">
                    <span class="lwptoc_item_number">2.3</span>
                <span class="lwptoc_item_label">Include branded keywords in your strategy</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Make_keywords_hyper-local_location_specific">
                    <span class="lwptoc_item_number">2.4</span>
                <span class="lwptoc_item_label">Make keywords hyper-local (location specific)</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Analyze_your_competitors_strategy">
                    <span class="lwptoc_item_number">2.5</span>
                <span class="lwptoc_item_label">Analyze your competitor’s strategy</span>
    </a>
    </div></div></div><div class="lwptoc_item">    <a href="#Conclusion">
                    <span class="lwptoc_item_number">3</span>
                <span class="lwptoc_item_label">Conclusion</span>
    </a>
    </div></div></div>
</div></div>
<h2><span id="The_ultimate_checklist_to_comprehensive_keyword_research">The ultimate checklist to comprehensive keyword research</span></h2>
<p>A keyword is only as effective as the quality of the research and <a href="https://admin.brytdesigns.com/7-seo-tips-tricks/">marketing effort</a> that goes into it. When it comes to doing keyword research, there are certain steps that businesses need to follow to get insight into what qualifies as premium-quality keywords:</p>
<h3><span id="Set_keyword_goals">Set keyword goals</span></h3>
<p>What’s the purpose of the keywords – generate leads, increase engagement, encourage donations? The final goal of the campaign dictates the type of keywords businesses need to use and <a href="https://admin.brytdesigns.com/long-tail-keywords-better-short-tail-seo/">how long these keywords should be</a> (short keyword phrases = more competition, long tail keyword phrases = less competition, and <em>typically</em> more conversion driven). <a href="https://www.mttr.com.au/" target="_blank" rel="noopener">Matter Solutions</a> explains how important it is to set and focus on goals in a digital marketing campaign.</p>
<h3><span id="Make_a_list_of_the_trending_topics_relevant_to_the_industry">Make a list of the trending topics relevant to the industry</span></h3>
<p>Once the objectives of the keywords have been identified, it’s important to start shortlisting the topics of discussions that are currently trending in the industry. Trends help organizations select timely and relevant keywords that are in high use at the moment and can be researched with tools like <a href="https://trends.google.com/trends/" target="_blank" rel="noopener">Google Trends</a>.</p>
<p><img decoding="async" loading="lazy" class="aligncenter size-large wp-image-1070" src="https://admin.brytdesigns.com/wp-content/uploads/2018/11/google-trends-1024x445.png" alt="Google Trends" width="640" height="278" srcset="https://admin.brytdesigns.com/wp-content/uploads/2018/11/google-trends-1024x445.png 1024w, https://admin.brytdesigns.com/wp-content/uploads/2018/11/google-trends-300x130.png 300w, https://admin.brytdesigns.com/wp-content/uploads/2018/11/google-trends.png 1198w" sizes="(max-width: 640px) 100vw, 640px"></p>
<p>These trends can be selected by researching what audiences post about on search engines and social media and it’s worth looking into what social media platforms themselves are considering to be the latest trends (filtering popular hashtags, mentions, etc.)</p>
<h3><span id="Identify_the_seed_keywords_for_each_topic">Identify the seed keywords for each topic</span></h3>
<p><strong>Seed keywords</strong> are common keywords that people regularly use on search engines and provide a foundation for further keyword research. These keywords are suggested by SERP tools and help organizations create or search for or bid on similar keywords.</p>
<p>When using seed keywords to find new keywords, organizations can either start with a generic and broad-based keyword and then filter down to more niches. For example, use a generic seed keyword like “animal” and move down to a more advanced or search specific keyword like “ring tailed lemur.”</p>
<p>You can also visit affiliate marketing or e-commerce sites like Amazon and eBay and look through their “Most often searched” results to get a sense of the type of keywords customers use.</p>
<h3><span id="Search_for_or_develop_additional_keywords_for_each_topic">Search for or develop additional keywords for each topic</span></h3>
<p><strong>Keyword planning tools</strong> like <a href="https://ads.google.com/intl/en_au/home/tools/keyword-planner/" target="_blank" rel="noopener">Google Ads Keyword Planner</a>, <a href="https://moz.com/explorer" target="_blank" rel="noopener">Moz Keyword Explorer</a>, <a href="https://trends.google.com/trends/" target="_blank" rel="noopener">Google Trends</a> and <a href="https://advertise.bingads.microsoft.com/en-au/solutions/tools/bing-ads-intelligence" target="_blank" rel="noopener">Microsoft Bing Ads Intelligence</a> allow organizations to create an account on the tool and search for keywords.</p>
<p><figure id="attachment_1071" aria-describedby="caption-attachment-1071" style="width: 640px" class="wp-caption aligncenter"><img decoding="async" loading="lazy" class="size-large wp-image-1071" src="https://admin.brytdesigns.com/wp-content/uploads/2018/11/google-keyword-planner-results-screen-compressor-1024x707.gif" alt="Google Keyword Planner" width="640" height="442" srcset="https://admin.brytdesigns.com/wp-content/uploads/2018/11/google-keyword-planner-results-screen-compressor-1024x707.gif 1024w, https://admin.brytdesigns.com/wp-content/uploads/2018/11/google-keyword-planner-results-screen-compressor-300x207.gif 300w" sizes="(max-width: 640px) 100vw, 640px"><figcaption id="caption-attachment-1071" class="wp-caption-text">Image Credit: https://serps.com/library/guide-google-keyword-planner-seo/</figcaption></figure></p>
<p>These tools comb through millions of websites and search results and come up with the most used and highest bid keywords. Businesses can either bid for these keywords and use them or develop their own keyword based on the information they get.</p>
<h3><span id="Use_keyword_metrics_to_analyze_keyword_value_performance">Use keyword metrics to analyze keyword value &amp; performance</span></h3>
<p>The tools mentioned above not only help organizations search for quality keywords, but they also offer <strong>analytics services</strong> where organizations can measure the performance of the keywords online.</p>
<p>Common metrics like search volume, click rate, cost per click, keyword traffic and keyword difficulty can all be analyzed and studied. These tools also measure optimal keyword length for different topics, telling organizations whether they need to choose a short-tailed or long-tailed keyword.</p>
<p>While on this vein, note that more than 50<strong>% of all searches constitute keywords that are four words or longer</strong>; meaning, it’s important to include long-tailed keywords in the list.</p>
<h3><span id="Structure_and_filter_out_keyword_list_through_grouping">Structure and filter out keyword list through grouping</span></h3>
<p>The keyword metrics provided by these tools are extremely helpful in selecting and discarding keywords. Once a comprehensive list of shortlisted keywords is created, organizations need to group them into smaller lists in order to ensure clarity, relevance and connectivity between keywords. Doing so will help them implement their keyword strategy more effectively with focused marketing efforts.</p>
<p>Keywords can be grouped in 3 ways – based on the umbrella <strong>topic</strong> they belong to (like wildlife conservation, ecological footprint, carbon emissions and so on can all come under the umbrella group of “nature”) or <strong>based on the objective</strong> they are meant to achieve (for example, search keywords, engagement keywords, share keywords, CTR keywords and so on) or based on the <strong>value they have to the industry</strong> (this is based on how highly bid the keywords are by competitors, how often they are used in searches and how often they bring backlinks).</p>
<h3><span id="Select_the_keyword">Select the keyword</span></h3>
<p>Finally, organizations need to select the keyword from these lists and implement them into their content based on the digital marketing campaign currently running.</p>
<h2><span id="5_Tips_to_select_the_most_effective_keywords">5 Tips to select the most effective keywords</span></h2>
<h3><span id="Choose_different_keywords_for_each_stage_of_the_sales_funnel">Choose different keywords for each stage of the sales funnel</span></h3>
<p>Audiences who are only seeking general information about the products/services you deal in will use keywords different from those who are actively seeking your products/services. For example, a customer interested in home cleaning and still in the awareness stage may use the words “spring cleaning tips,” while someone in the decision stage may use the keywords “home cleaning products” or “home cleaning rates.”</p>
<h3><span id="Use_on-site_searches_to_dictate_keywords">Use on-site searches to dictate keywords</span></h3>
<p>The best place to look for keywords that the audience is actually looking for is the search box on search engines. All search engines and browsers have the built-in feature of recording the digital footprint of the visitor and collect data about their activities on the website. This includes what the visitor typed into the search box.</p>
<p><img decoding="async" loading="lazy" class="aligncenter size-full wp-image-1072" src="https://admin.brytdesigns.com/wp-content/uploads/2018/11/google-search-box.png" alt="Google Search Suggestions" width="668" height="491" srcset="https://admin.brytdesigns.com/wp-content/uploads/2018/11/google-search-box.png 668w, https://admin.brytdesigns.com/wp-content/uploads/2018/11/google-search-box-300x221.png 300w" sizes="(max-width: 668px) 100vw, 668px"></p>
<p>If a particular phrase or word repeats in these searches, and it’s related to your marketing campaign, chances are its a popular keyword phrase worth looking into.</p>
<h3><span id="Include_branded_keywords_in_your_strategy">Include branded keywords in your strategy</span></h3>
<p>Brands are a favorite component in keywords. When customers look for e-commerce sites, they seldom search for the site individually and more often search for the branded product (for example, instead of using “Men shoes Gap,” people may use “Nike shoes men” instead).</p>
<p>Irrespective of whether the organization stocks these branded products, using brands as secondary keywords can help them rank their website in SERPs. Keep in mind that you will find it extremely difficult to rank in the top positions for branded search terms as you are typically competing with the brand itself, which Google knows is one of the primary destinations for that search phrase — but don’t worry! Ranking below these competitors is not all that bad, you may be the next best alternative for an online shopper who may be looking for a deal outside the official branded website.</p>
<h3><span id="Make_keywords_hyper-local_location_specific">Make keywords hyper-local (location specific)</span></h3>
<p>Most customers actively looking for a service search for a provider who is located geographically closer to their home (ex: searching for “best ramen restaurants near me”). This is why it makes sense to add the location in the keyword. This is an especially helpful technique for doctors, lawyers, repairmen and other local service providers since the service industry is typically more affected by location than the products-based industry.</p>
<h3><span id="Analyze_your_competitors_strategy">Analyze your competitor’s strategy</span></h3>
<p>Tools like <a href="https://ahrefs.com/" target="_blank" rel="noopener">Ahrefs</a> and <a href="https://www.semrush.com/" target="_blank" rel="noopener">SEMRush</a> offer users the opportunity to search for the keywords that their competitors use. All that an organization needs to do is enter the name of the competitor or the name of the product/service and click search. A page containing the top paid keywords bid on by the competitor magically pops up before your eyes (just kidding, not magic, just a historical view of the keyword positions and ad placement for the brand). Using this, an organization can search for opportunistic keyword phrases and gaps where they may be able to outrank their competitors.</p>
<h2><span id="Conclusion">Conclusion</span></h2>
<p>There’s a lot to keep in mind when doing comprehensive keyword research and ensure that you’re effectively using your businesses’s marketing budget — thus converting those visitors to sales! If you or your business needs help optimizing your online marketing strategy or web presence, <a href="https://admin.brytdesigns.com/#contact">contact Bryt Designs</a> and we’re more than happy to answer any questions you may have!</p>


Tag:"Ppc"

Tag:
"Ppc"