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You’re probably aware of Google Ads and Google organic rankings just by looking up things on the search engine every day. Are you aware of the process of what puts specific ads in the top three spots or how certain places rank higher than others? This is the source of constant debate between SEO professionals and has been for some time. There is no simple solution to getting a company ranked organically at number one, nor is there a small cost to getting a company ranked at number one on paid ads. You can throw tons of money at paid ads and rank pretty high depending on the term you’re trying to rank for but on the chance that you’re trying to rank for a more general term (SEO vs. Denver SEO or SEO Company in Denver) you’re going to get bullied by the huge corporations that have millions of dollars they can spend on advertising campaigns. Knowing this, small to medium sized companies have to be a bit more clever in their approach to paid ads and organic rankings on Google.

How is it when you are being outranked and outbid by bigger corporations that you can still take an advantage over them? Truth is, you can’t. Especially with the prominence of Google and the money they make from ads, you’re just not going to beat them out. You can, however, make some simple maneuvers to find more niche words that will help you rank high without the disadvantage of trying to overcome a behemoth of a company, even in highly competitive industries.

Google logo

Google Marketing

Organic & Paid

Paid

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Keyword Research

Keywords are what help Google rank results. There’s a bit more to this but it’s a key component when trying to rank. This is especially true with paid ads. Your best friend in this case is going to be the keyword planner tool that google ads offers. With the keyword planner tool, you can find great insights into what your industry is. Say for example you’re a dog groomer, by typing “dog groomer” into the tool it will product a list of related words that will include average monthly searches, competition level, and the range for the amount you would have to bid to get to the top of the page with each given word (low and high ranges).

The idea behind finding the right keywords as that you don’t want to pick too many especially if you have a low budget, say like $10/day or something. If you pick too many keywords then your low budget isn’t going to win very many bids during the day, therefore, finding less potential customers for you. Personally, I would go with five at max with a shortened budget to maximize your efforts. Luckily Google has options to make your bid strategy more effective if you’ve chosen less words and will learn more over time to optimize your ads to appear to those that are more likely to be converted.

Knowing this, you’re also going to want to go after keywords that are not as competitive. This is a pretty successful strategy for smaller and medium sized businesses. When going with words that are less competitive, it will allow for you to rank higher, faster without having to spend a ton of money.

Targeted Ads

The great part about getting set up with Google Ads is that you can actually connect your account to Google Analytics and with a few quick steps you can get it set relatively easy on your website to monitor your ad’s progress. This offers a great advantage in figuring out who exactly has been clicking on your ads. They will be broken down into categories like age or type of device. This provides a great opportunity of how to restructure your ads to make them more successful. By all means, if they’re doing great already then don’t tamper with them but this is not normally the case for most people that are just starting out with an ad. Most of the time it comes down to analyzing the data after you’ve been running it for a significant amount of time, then reconstituting it to target those that are actually clicking them to increase the effectiveness of your ads.

What you really want to focus on, specifically, is tracking your conversions. Realistically, with so many people on the internet, you’re bound to come across people who are just curious about a product or service you have to offer, sometimes even clicking on it thinking that it may be something else. This can synthetically increase your clicks leading you down the path of thinking that your ad has been successful but if they haven’t bought anything or contacted you about services then you really didn’t win in the end. Focusing on your actual conversions allows for you to properly retarget your ad so that it can get to people who are genuinely interested in purchasing from you.

Direct to a Specific Landing Page

This may be one of the most important aspects of what you’re trying to accomplish with paid ads. Generally, the reason that a person browsing on the internet is going to click on your ad (after doing a specific search) is because they are looking for an answer to a problem they have. When they click on your ad they believe that your company may hold the answer whether it be a specific product or a service. In that case, why not give them want they want immediately so as to make the transition to a sale that much easier for them? You can easily do this by creating a landing page that is specific to the product/service that you’re trying to sell in your ad. If you’re a Denver SEO Company or a Denver web design company then you can create a one page or multi-page landing page that would explain what makes your business different from all the others and shows the benefits of your service. That means if someone is doing a specific search for Denver SEO, they get directed to your landing page that will answer all their questions and at the end they can contact you directly to set up a meeting or get more of their questions answered, eventually, utilizing your services that will help them.

Organic

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Technical Functionality of Your Website (Page Load Time)

Keyword Research

On-site SEO