Search engines have become a part of daily life now. People now head to Google, Bing or Yahoo if they want to find information about something or someone. They are more likely to go online than ask someone they know. On Google alone, the number of daily searches performed is well over 2 billion. So, it is quite possible the people you are looking to target are performing searches related to the nature of what you have to offer. You have to show up on the search engines for the people to find you. If you are looking to drive traffic to your website (who isn’t?), is something you cannot ignore.
There is no dearth of search engines on the internet but the leading trifecta remains that of Google, Bing and Yahoo. If you want to target a wider audience and get the maximum number of people to your website, you need to engage in paid search advertising on these three search engines. The requirements and tactics you use will differ for each one but the basic premise remains the same. You need to use quality content, high value keywords and relevant backlinks to get to the top. SEMrush is a wonderful tool for finding the best and most valuable keywords for your search engine marketing campaigns.
Coming back to the point, there are different methods you can use for setting up ad campaigns on the three main search engines. You will have to comply with their requirements and provide the information they ask for. However, at its core, a search advertising campaign you run on any platform will be focused on several different factors. This is why you need to look at the factors involved in setting up a Google, Bing or Yahoo ad campaign.
Google Ad Campaign
Google is the leading search engine in the world and running an ad campaign on it is imperative if you are to find success with online marketing. Yet, the competition on Google is the toughest simply because every marketer and webmaster wants to make his/her mark there. Furthermore, setting up a campaign on Google is hard because there are so many decisions you have to make when starting off. To begin with Google, you will have to create a keyword list. Arrange the keywords according to the projected traffic they bring. This you have to do before you start using AdWords.
The next step is deciding the type of campaign you want to run. There is no restriction on the number of campaigns you run so you can go as broad as you want. A default Google search engine advertising campaign will run on both the Search Network and the Display Network. Your ads would be visible to a wider audience than if you selected either of the two. You have the option of going along with one of the two networks. Also, you can restrict your campaign to mobile devices so that only smartphone and tablet users are able to view your ads.
You also need to decide the location which you want to target with your ads. Of course, Google allows you to reach a global audience but not every business is looking for that. By restricting the location and/or the language of your campaign, you can target a specific segment of the audience. You will also need to allocate a budget for your ad campaign on Google so that you only spend an amount that you can afford easily.
Bing Ad Campaign
Despite living in the shadows of Google, Bing can drive a large volume of traffic to your website. Therefore, you should not ignore the importance of Bing advertising at all. The first step is to set up a Bing AdCenter account which you will use to log in to the Bing Ads feature. Once there, you can start setting up your campaign. Here, you need to decide the number of campaigns you want to run. You can run a separate ad campaign for each type of product you make or according to any other category you feel is relevant. The more ad groups you have, the more difficult it would be to manage for you.
Once again, as with Google, you need to figure out the keywords you are going to use. The competition on Bing is not as intense so you can actually target a wider range of keywords to drive more traffic to your website or landing page. The other factors you need to consider are your budget, location and target demographic.
Yahoo Ad Campaign
If you are using Bing advertising, there is no reason why you shouldn’t pay attention to Yahoo search marketing as well. In case you don’t know, Yahoo search is powered by Bing so the same rules apply to each search engine. The process for setting up an ad campaign on Yahoo remains the same as Bing. The difference is that you would have to use the Yahoo advertising platform to set your campaign up. The factors to take into account are the same as well, including your keywords, audience, location, budget etc.
There is no one size fits all solution when it comes to search engine advertising. However, once you have some experience of running an ad campaign on one of the leading search engines, you wouldn’t have any trouble doing the same on the other ones.