Search Advertising

Be there when people are searching.

Search Advertising Services

Every second there are approximately 60,000+ searches performed on the internet across different search engines. OEPMA knows how to craft effective search advertising campaigns that show up when searchers are looking for something you offer.

Search Advertising FAQ

What is search advertising, paid search, search engine advertising, etc?

Note: All of those phrases in the question mean the same thing. We refer to it as “search advertising” on this page.

Search engines, like Google and Bing, allow advertisers to show text-based ads on search results that they serve users who are completing searches with their product.

Google and Bing serve an add based on a keyword. When the ad is clicked, Google or Bing is paid by the advertiser based on the amount that was bid for the ad. This is also known as “pay-per-click” because the transaction between Google and Bing only happens if an ad is clicked.

These types of ads are shown above and below the organic listings.

How can search advertising help my business?

With a detailed plan, search advertising can do wonders for your business. The most significant advantage of this type of promotion is that it is controlled. You can turn it on and cut it off any time you please, depending upon how much money you have to spend.

You’re not locked into any contract with Google or Bing. If done correctly, search advertising can provide your business with leads and sales instantly. For some, it can serve as their main line of business, and for others, it can bring some activity here and there. It all depends on your industry and your advertising mix and budget.

How much of my budget should I dedicate to search advertising?

It depends. Answering this question with something like “25% IS A MUST!” would be a disservice to you. It all depends on your goals, your industry, and your current advertising mix.

If you have never participated in search advertising, we’d suggest you dip your toe in and see what’s going on. You don’t have to break the bank just to see what’s going on. You’ll want to dip your toe in with someone who knows what they’re doing, however. That is very important.

If you have someone in your office do it that isn’t experienced, we can guarantee you that you will have an underwhelming (at best) and costly (at worst) experience.

How does location work in Search Advertising?

Locations are as pinpoint or broad as you would like them to be. You can target a radius around a point on a map, zip codes, cities, whole states, or even entire countries over the world. It allows even the smallest businesses to be able to participate because campaigns can be hyperlocal.

How do Keywords work in Search Advertising?

In the realm of Google Ads, keywords are your gateway to appearing in front of your desired audience on the search engine results page (SERP). For example, a florist looking to capitalize on Valentine’s Day might use keywords like “roses,” “dozen roses,” and “Valentine’s roses” to attract potential customers. A well-crafted campaign, combining the right keywords with an engaging landing page and competitive bidding, can significantly enhance the visibility of your ads.

It’s crucial to recognize that Google Ads’ approach to keyword match types has undergone significant changes. Here’s an overview of the current state of these match types:

Broad Match:
Now the default option, broad match allows your ads to appear for searches that are related to your keyword in various ways, even if the exact keyword isn’t used. For instance, if your keyword is “gourmet coffee,” your ad might show up for searches like “luxury coffee brands” or “artisanal coffee shops.” This match type expands your reach but requires careful use of negative keywords to maintain relevance. Going back to our roses example, the florist may show up for “guns and roses concert” search using a very broad keyword of “roses.”

Phrase Match:
Revised significantly in recent years, phrase match is now more flexible. It shows your ads for searches that include your keyword’s meaning, encompassing synonyms and related phrases. This match type offers a balanced approach, providing broader visibility than exact match, but more targeted than broad match.

Exact Match:
Contrary to its name, exact match has evolved to include searches with the same intent or meaning as your keyword, not just the exact phrasing. This match type is highly targeted, making it ideal for reaching a specific audience, albeit with a narrower scope.

Retirement of Modified Broad Match:
It’s important to note that Google has phased out the modified broad match type. The functionalities of this match type have been largely incorporated into the updated phrase match, ensuring smoother and more intuitive campaign management.

Leveraging Negative Keywords:
A critical aspect of keyword strategy involves the use of negative keywords. This feature allows you to refine your targeting by preventing your ads from appearing in response to certain search terms, enhancing the overall efficiency and relevance of your campaigns.

Choosing the Right Match Type for Your Goals:
The selection of the appropriate match type should align with your campaign objectives. Broad match is ideal for maximum exposure, phrase match for a balance of reach and precision, and exact match for highly specific targeting. Continuous monitoring and adjustment of your campaigns based on performance metrics such as click-through rates and conversion rates are essential for success.

What are negative keywords in Search Advertising?

Consider keywords in your Google Ads as the inviting entryway to your online presence. They draw the right audience to your digital doorstep. In contrast, negative keywords are akin to a vigilant gatekeeper, essential in keeping out unproductive traffic.

The role of negative keywords is crucial across all keyword match types. Whether you’re utilizing broad, phrase, or exact match, carefully selected negative keywords ensure that your ads are not displayed for irrelevant or unprofitable searches.

For instance, in a florist’s campaign using the keyword “roses”, the goal is to attract buyers, not individuals seeking information about floral symbolism. If your ad appears for a query like “what do roses symbolize?”, it might not lead to a sale. Here, adding “what do” as a negative keyword can effectively filter out such non-commercial inquiries.

Regularly refining your negative keywords list is an ongoing and dynamic process, vital for all types of campaigns. This continual adjustment helps to prevent wasteful spending on clicks unlikely to convert, thus maintaining a healthy ROI.

In the fluid world of digital advertising, what was effective yesterday might not yield the same results today. By staying proactive and consistently updating your campaign strategies, you can ensure sustained success and efficiency in your Google Ads efforts.