Advertise on Google
Seth Godin, one of my favorite authors, popularized the term permission marketing. This type of marketing is very different than traditional ways of targeting potential customers. Billboards, print and online display are types of marketing that are considered interruption marketing–where ads are placed in front of consumers when they are trying to do other things. Marketers are vying for consumers’ attention while they are driving, reading a magazine or newspaper or even browsing their favorite websites in hopes that they’ll remember their company when the time comes to purchase.
Permission marketing is putting yourself in front of potential customers when and where they are looking for you. Seth goes into more depth in his conversations on the subject, but for purposes of this article, I’ll use my loose definition. By looking for you, consumers are giving you permission to serve them highly relevant information (and ads).
Let’s dig a little deeper into permission marketing and how it works.
Organic vs. Paid Results
There are basically two main ways to display your targeted, relevant information (and ads) to consumers when they are searching online. These are organic search results and paid ads. Paid results/ads are better known as pay per click advertising, and when searching online, a majority of the time you will see both types of search results on your search engine results page or SERP. Below is an example of a local search for used car parts. The paid results (PPC ads) are displayed within the red boxes. The organic search results are displayed in the green box.
Companies that show up in the organic search results are optimizing their content and website through search engine optimization campaigns, also known as SEO. This is a long-term strategy that, more and more, relies heavily on creating new, fresh and relevant content online.
The other option is to advertise directly with Google through Google AdWords or Google Pay Per Click advertising (PPC). AdWord campaigns can also be ran on Bing/Yahoo through BingAds. This type of advertising can bring almost immediate results.
It is estimated that 90-100 percent of consumers search online to find information and 80-90 percent of consumers are researching products they intend to purchase online before buying. This research makes PPC and SEO important pieces to your online marketing strategy.