Being visible in the internet especially in search engines, is probably one of the greatest way of getting highly qualified customers. There are so many ways to become visible on the web. There is SEO, pay per click advertising, or search engine advertising.

In this article, I will be focusing on Search Engine Advertising and the benefits it can bring to a marketer.

Search Engine Advertising vs. SEO vs. PPC

There are some people who associate search engine advertising with search engine optimization, and pay per click advertising. While these three have a common ground, they are entirely different. These three are all based on keywords and only appear on search engine when their keywords are being searched. Search engine advertising is sometimes mistaken as SEO, but SEO is absolutely based on advertising. It is also not Pay Per Click Advertising for the listings are not bid or bought upon. Search Engine Advertising is a product of great optimization techniques.

Search Engine Advertising vs. Traditional Marketing

With traditional advertising such as TV, radio, newspaper and billboard, the advertisement is the on who is chasing you. In a sense, this is considered an interruption marketing since it is the seller who initiated the contact, so the conversion rate is going to be pretty low. For example, if you are posting an advertisement on the newspaper, there is only around 0.8% chance that somebody will contact you.

In Search Engine Advertising, it is the customer who initiates the contact. The advertisement only appears when a likely customer is actively looking for a solution that the advertisement can offer. For example, if the potential customer is looking for a party decorations and materials, and your ad is about supplying party needs, there is a high potential that the customer could see your ad especially if your ad is great optimized.

The advantage of Search Engine Advertising is that they only appear when the customer really need them and they are really in need to buy. So, there is a much higher chance of success rate.

Points to Remember in Search Engine Advertising

I have said that good search engine advertising is the one with great optimization techniques. But aside from that, there is one thing you shouldn’t miss as well. Yes, you may have successfully compelled the searcher to click and view your site. But the key is to convert the viewers to buyers. You only have 5 seconds to grab buyers attention before they move on, and if you do not have a strategy in place to do that, you’re not going to get a lot of buyers.

Customers are impatient. Why would they waste an ample of their time on a boring website when there are hundreds of ads and websites out there that can also offer the solution? In conclusion, a great search engine advertising with a good copywriting in place can result in a very high success conversion rate.

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