If you haven’t considered paid search to boost your IT Services and MSP clients, you may be missing out…
Are you having trouble deciding if your website is actually doing anything for you? Maybe you’ve invested in SEO, and you’re even ranking well; analytics show that you’re getting a lot of visitors. But it just seems like nothing materializes.
That can be frustrating…
However, there’s a way out: Paid Search!
By utilizing paid search you can:
- Guide your audience directly to your landing page (the page that matters to them!)
- Incentivize them to opt in to a free consultation
- Convert them to paying for a product or service
That sounds pretty good right?
Why You Should Be Using Paid Search
Paid Search has the potential to be huge for IT Services/Consulting companies and MSPs. This is true for a number of reasons:
- It puts your ad right in front of your audience, wherever they are. For example, Google ads show up at the top of the search results, and Facebook ads can show up right in the user’s feed.
- You can get your ad out there immediately! Unlike SEO, your Google Adwords ads show up immediately. You don’t have to wait until your page gets re indexed. As soon as you launch your campaign, it’s live.
- Your ad gets in front of the right people. You can use advanced targeting techniques to ensure that your ads are getting in front of the right people. It’s better to be seen by 100 pre-qualified users, than it is to be seen by 10,000 random people.
- If you need to make a change, it’s hassle fee! These ads are also very flexible. If you want to make updates or changes to your ad, you can do that quickly and the changes show up almost immediately.
- Get immediate feedback on how your ad is doing. These campaigns can provide real-time data. This allows you to watch how your campaign is performing, and to make tweaks and changes as necessary to maximize your investment.
Choosing the Right Keywords can Make All the Difference!
Keywords are the building blocks of a Paid Search campaign.
Did you know that many companies waste thousands, even hundreds of thousands of dollars Paid Search?
“Wait!” I can practically hear you already: “You just said that paid search can make me a lot of money. Now you’re saying it can be a waste of money?”
Yes! You see, the success of your paid search campaign relies on your keywords. Effective keywords will bring clients; ineffective keywords might as well be invisible.
How to Choose the Right Keywords…
So how do you know which is which? Well, there are three types of keyword searches that people do – and if you think about it, you’ll see that you do these as well:
- First is the navigational search. In this search, the user types in their intended organization or website along with what they’re searching for. For example, “Mountain Valley IT Services”
- The next type of search is the transactional search. In this search, the user is specifically trying to purchase a product or schedule an appointment. For example: “Schedule consultation with Mountain Valley IT Services”
- The last type of search is the informational search. This is the most common type of search, and this is what you want to focus on. For example, an informational search is “Best IT Services Company in Utah”
Informational searches reflect the user’s intent.
A user who searches for the features of the best IT Services company wants that information, sure. But the end goal is to actually hire someone that can make their IT infrastructure safe, secure, and easy.
How to Create Paid Search Ads that Capitalize on Keywords
If you have an ad that utilizes those keywords, then you need to make sure that you’re doing two things:
- You’re answering the question they’re asking
- Your providing a way for them to meet their goal
For example, suppose you have an ad that shows up when someone searches for “Best IT Services Company in Utah”. Now, in the link for that ad, you’d better answer that question. You’d better tell them who the “Best IT Services Company in Utah” is.
Then you need to back that up, by telling them, in detail, why it’s you!
4 Steps for Creating Paid Search Ads Based on “User Intent”
Now I’ll give you a strategy for creating ads based on the searcher’s intent. This can be done in 4 steps:
- Anticipate the questions that your audience is asking! For example, they might want to know things like “how to know if I’ve been hacked?”, “what is ransomware?”, and “can to protect data against a disgruntled employee?”
- Get some more insight by asking that question yourself. Go into Google and perform that search, and take note of the types of results you get. Likely they will contain other keywords you may not have thought of. Take note of those keywords.
- Figure out which keywords are going to work best. Research the keywords you’ve found. There are a few different online tools that you can use to do this. I recommend: Google Keyword Planner or WordTracker.com. Look for keywords that perform well and don’t have a whole lot of competition.
- Create an intelligent ad by basing it on those keywords! Once you’ve decided on a few high-performing, low-competition keywords, use them! Create your ad campaigns around the. Remember, these are most likely going to be the “long-tail” keywords I talked about in my post on SEO.
What Are You Waiting For? (One Last Thing…)
Paid Search can be a useful and profitable tool in your Online Marketing toolbox. But, like any useful tool, it requires some knowledge and practice. Once you get it down, it will pay off in dividends.
But if you’re not quite ready to go at it alone, we can understand that. And I have good news for you…
That’s what we do!