Page 14 - Payout Magazine Online Volume 8.6

Search

Advertising:

Mastering The Art

aid search advertising has a place in
Ppractically any marketing plan, whether
you’re a small, local business or a big-name,
national brand. Understanding search advertising
is complex, though, and it’s easy to get
overwhelmed with all of the information out there.
Here are a few basics to get you started off on
the right foot.

keep an updated sEo keyword list.

Keywords are the cornerstone of your paid
search campaign. Every quarter, conduct fresh
SEO research to make sure you’re still using the
keywords that your audience is searching for.
The more up-to-date your keyword list, the more
likely it is that your content will show up in search
results.

Local businesses should remember to always
include local keywords in their SEO list. For
example, you should put the name of your city
or town in your keyword list, like “coffee shops in
Dallas.” Also add “near me” to your list, such as in
“coffee shops near me.”

A good tip when coming up with your keyword
list is to think about what customers are actually
searching for, not what you want them to search
for. Your job is to show up when customers
search, not to try to redefine how they conduct
their search.

use negative keywords.

By choosing negative keywords, you can
control who your ads are shown to. For example,
let’s say you sell high-end women’s dresses. If
you use “cheap” as a negative keyword, you won’t
attract people who are looking for inexpensive

14 PayOutMagazine