How to Get Your Business to Show Up on Google Search?

Learning how to get your business to show up on Google Search results pages is crucial in digital marketing.

The higher you’re able to build your Google ranking, the more visibility you’ll have on search results pages.

When you can appear at the top of search results for keywords and phrases relevant to your business’ products and services, you drive valuable traffic to your website.

With so many people utilizing search engines and results pages to find new products and brands, this is one of the most crucial channels available to today’s businesses.

This discussion will explore how you get your business to show up on Google Search using PPC ads, including specific strategies you can use in your own campaigns.

Let’s get started.

Why It’s Important To Know How To Get Your Business To Show Up On Google Search

Years ago, businesses would list themselves in the Yellow Pages to try and attract new business. This directory was the go-to way consumers would find new brands, companies and professional services.

Now, people overwhelmingly use search engines to shop and discover new brands, products and businesses.

Think about it, when you want to buy something, research a topic or answer a question, you enter a search on Google. This simple act (repeated several billion times a day by users) is what makes Google Search results pages so valuable.

Search engines are easily the most commonly used tool for connecting with new businesses. Thus, you cannot ignore this channel.

Unfortunately, the power and value of search engines make them some of the most competitive spaces on the Internet.

To make matters worse, there is only so much real estate on each results page, meaning securing top Google rankings is incredibly challenging.

This is exactly why you must learn how to get your business to show up on Google Search pages. Otherwise, you could be missing out on the tremendous value that your competitors benefit from already.

Paid Versus Organic Search Results

Most search results pages include both paid and unpaid results. Unpaid results are also known as organic results. These are the regular links that appear whenever you search on Google.

Obtaining a top organic Google ranking is not an easy feat. For extremely popular keywords, it can take months or even years of grinding SEO best practices to build your site’s good standing reputation with Google.

The upside is that organic results are the most trusted links on a Google Search results page. In most searches, users choose one of the top 3 organic links as their desired result. Thus, receiving a top organic Google ranking holds a lot of value.

So, what happens if you don’t have the time or patience to wait to establish a top organic Google Ranking? Or, what do you do in the meantime to get your business to show up on Google Search while you wait for these rankings to grow?

The answer is paid search advertising through Google Ads. Paid search advertising is also known as pay-per-click  advertising because you pay for each time someone clicks your ad link.

Essentially, PPC ads offer a fast track to the top of Google rankings. By paying a small fee per click, you can get your business to show up on the top of Google Search pages for relevant keywords.

An auction system decides the cost of each click. So, your cost for each click depends on how popular the target keyword is among other advertisers. That said, even a keyword with high competition won’t break the bank. Plus, you can always find cheap, long-tail keyword options as an alternative.

While paid search results have the inherent cost element, they tend to appear ahead of organic results, meaning the best way to get your business to show up on Google Search is often to pay for the visibility.

PPC Advertising Strategies To Get Your Business To Show Up On Google Search

Now that we’ve established the difference between organic and paid results and discussed the value of PPC ads, let’s turn our attention to specific Google Ads optimization strategies that help you get your business to the top of the Google rankings.

Select The Right Keywords

Keywords are the bread and butter of PPC advertising. Not only do keywords determine which search results pages your ads appear on, but they also dictate your costs, competition, results and many other crucial factors.

Every successful PPC ad campaign depends on a well-thought-out, optimized keyword strategy.

When selecting keywords for your PPC ads, you must consider several factors.

• Costs: As mentioned, PPC search ads come with a fee that you’ll pay for each click you receive. This is known as your cost-per-click value. Ideally, you want to keep this cost as low as possible because this leaves you more room for ad profit and a high PPC ROI.
• Search Volume: You can think of search volume as the popularity of each keyword with users. A high search volume means a keyword is exceptionally popular. You want keywords with high search volume because it increases how many clicks and conversions you can potentially net.
• Competition: Some keywords aren’t just popular with prospective customers, but also your competitors. This can spell trouble for your advertising results. When there are lots of competitors vying for the same keywords, it can be hard to get your ads to stand out against theirs.
• Length And Specificity: Short keywords tend to be more popular, but they aren’t as specific. For example, if you search “shoes,” you’ll get 4.1 billion results. On the other hand, “running shoes” returns 2.3 billion results, a much smaller number. Going one step further, a search for “running shoes for women with flat feet” produces just 40 million results. The longer the keyword phrase gets, the less search volume. However, long keyword phrases are more specific, which can be helpful for businesses trying to craft relevant ads.
• Intent: The reason that long, specific keywords are so valuable is intent, which dictates what someone intends to do or achieve with their search. If someone searches for a generic, short keyword like “shoes,” it’s hard to determine their intent. Even if they are in-market to buy shoes, you don’t know what type or style. The longer the keyword becomes, the easier it is to determine the user intent behind that search. It’s a winning match when you can align this intent with your marketing goals.

There are no perfect keywords that have all of these qualities. Instead, you need to look for terms that have some qualities, while possibly lacking in others.

The absolute best keyword would be low competition, inexpensive, highly searched and have a good chance of raising your Google Ads conversion rate. These keywords don’t exist, just like you can’t buy a sports car with low mileage, in perfect condition for only $100.

A great keyword may have low costs, high conversion intent, but low competition and search volume. Alternatively, you may decide a valuable keyword needs to have a high search volume, even if this means more costs and competition.

It’s up to you to devise the right keyword strategy that fits your needs and advertising goals.

A smart idea is to invest in a keyword planner alternative to find the best possible search term targets.

Pay Attention To Your Targeting Options

Google Ads offers you many ways to narrow the scope of your PPC ads to target specific types of individuals. These targeting options help you zero in on your target audience to drive more relevant traffic to your site.

There are three primary ways to target audiences with Google’s search ads.

1. Location: Your business may only operate locally or within a specific region. If that’s the case, you don’t want to waste money advertising to regions outside this range. Geo-targeting allows you to specifically target areas with your ads, removing this risk of advertising in places that aren’t relevant to your company. You can target by state, zip code or a specified distance range from your business.
2. Device Type: With the rise of mobile devices, it’s become imperative to think about your digital marketing in terms of what device your customers use. Mobile users are often on-the-go and require fast answers to their searches. They also have smaller screens. You have two options when it comes to device targeting. You can either create ads that work across desktop, mobile and other devices. Or, you can create ad campaigns specific to each device type.
3. Time: Successful marketing is always a matter of timing. You want to put your ads in front of audiences when they are most active and highly likely to convert. By setting an ad schedule for your paid search campaigns, you can choose the exact times you want your ads to appear. You may want to set hours that correspond with when your business is open or look for hours throughout the day when competitors are least active.

Targeting options are not something you set in stone forever. Instead, you want to refine them over time by paying attention to your PPC campaign data.

By comparing your PPC performance metrics against these various dimensions, you can determine how to optimize your campaigns based on time, location and device type.

You want to pay close attention to your data analysis and targeting selections. They are always subject to change.

It’s also worth mentioning that your Google Ads targeting options allow you to control bids per each time, location and device type, adding a further layer of importance and optimization to these settings.

Always Focus On Quality Content

Quality content is one of the best things you can do to get your business to show up on Google Search. Content is vital whether you’re looking to get to the top of the organic or the paid results.

Good content keeps people on your website, entices other sites to link to your pages, facilitates conversions and so much more.

Content is also the foundation of many other facets of your digital marketing strategy, including blogging, social media marketing, email marketing and more.

There was a time where websites would try and jam as many keywords into their pages as possible to trick the search algorithms and gain Google rankings.

Google’s algorithms improve and sophisticate over time, meaning keyword stuffing no longer works. Google rankings now utilize contextual clues that determine pages with the best content.

The bottom line, if you want to get your business to show up on Google Search, you need to deliver rock-solid content.

Landing Page Experience Is Crucial

In terms of content, landing pages are some of the most crucial pages on your site for your PPC strategies.

Landing pages are the specific URLs you set your search ads to send visitors. It’s the last hurdle to overcome before you net a conversion.

An outstanding landing page experience is the difference between paying for a click versus receiving a return from that cost. It is an integral part of securing the maximum ROI from your Google Search ads.

There are a few factors to think about when developing your landing page experiences:

• Relevance: Your landing pages need to relate to your ad messages. You don’t want someone clicking an ad for soccer cleats and landing on a page selling hiking boots. Irrelevant landing pages hurt your chance for conversion and damage your overall Google rankings.
• Cohesion: Similar to relevance, your landing pages also need to provide a cohesive experience. This has to do with your messaging, tone and use of language. Your ads and landing pages need to sound like they are coming from the same voice. Otherwise, the experience might feel disjointed.
• Easy Conversion: Driving conversions is the primary objective of your landing pages. When search users click your ads, you hope they perform an action, like making a purchase, subscribing to a newsletter or another activity of value. You want to make it as easy as possible for visitors to convert. Adding complicated or unnecessary steps in the process will deter possible conversions and hurt your ad performance and Google rankings.
• Valuable Content: Search ads leave you very little room to describe your offers and “sell yourself.” A landing page’s job is to expand on the details included in your ad and provide additional details to encourage conversion. To improve your landing pages, try to add customer testimonials, reviews, images, videos and other content assets.
• Fast Load Times: There is a potential risk when adding content to your landing pages. It’s the classic case of too much of a good thing. The more stuff you add to your landing pages, the longer the page will take to load. If landing pages take too long to load, visitors won’t stick around to wait. They’ll click back to the search results page and choose another option.
• Device-Friendly: With more people using mobile devices, you must optimize your landing pages for smartphones, tablets, etc. A great PPC advertising tactic is to create mobile-centric campaigns and landing pages to ensure that these device users receive the best experiences possible.

If you follow these guidelines, the landing pages you develop will produce excellent results and get your business to show up on Google Search more easily in the future.

Get Your Business To Show Up On Google Search With PPC Signal

What we’ve learned so far is that PPC campaigns are the best and fastest option for getting your business to show up on Google Search.

However, it’s not as easy as setting up your campaign, pressing go and waiting for results. Like all forms of search engine marketing, PPC advertising is incredibly competitive. This means you need to keep a close watch on your campaigns and look for possible ways to improve.

Google Ads tries to make this endeavor easier by including several metrics to measure your performance. The drawback is that navigating all this data and finding significant trends and patterns is incredibly difficult and time-consuming.

Yet, detecting and understanding these patterns is precisely how you improve your campaigns and raise your Google rankings.

Enter PPC Signal — The Solution To Your PPC Data Headaches

PPC Signal is a Google Ads management solution that vastly simplifies your campaign data. It automatically tracks all of your campaigns, even down to the keyword level.

The tool looks for notable changes to your data that might reflect a trend, shift, anomaly or other patterns. It’s these changes that help you identify possible risks or opportunities within your ad campaigns.

With PPC Signal automating the detection step, you have more time to improve your ads and increase your performance results. Plus, you’ll respond to shifts and trends faster, meaning you’ll never let a risk or opportunity go unnoticed!

PPC Signal logs every change the system detects and presents it on the main interface.

This straightforward dashboard allows you to track every current change occurring across your Google Ads account.

You can use filters to find changes specific to your goals and key performance indicators (KPIs). For instance, you can filter to only see changes to your ad clicks.

You can also filter by campaign, ad group or keyword and by dimensions (device type, location, time).

How Does PPC Signal Improve Your Google Ranking?

To establish and maintain a high Google ranking, you need to consistently deliver outstanding ad experiences.

PPC Signal helps you learn what’s working in your campaigns and what isn’t. These insights highlight ways to improve your strengths and patch up your weak spots.

When you let potential risks go unnoticed, they grow into more substantial problems. It’s these types of crises that cause performance to fall off, which damages your Google rankings.

Similarly, failing to capitalize on valuable ad opportunities prevents you from raising your performance and improving the same rankings.

Essentially, the more you actively mitigate potential risks to your campaigns and seize emerging trends and opportunities, the greater your PPC performance and the easier it is to get your business to show up on Google Search pages.

PPC Signal’s automated optimization system gives you the chance to respond swiftly to changes and make daily improvements to your campaigns.

It’s these seemingly minor improvements that quickly add up and produce a substantial competitive advantage that will keep your business on the top of the search results pages.

That’s the power of PPC Signal.

FAQs:

Why is search engine ranking important to a company?

A higher Google ranking gives you more visibility on the search engine. This is crucial to your marketing because this is one of the most popular channels consumers use to shop and find new companies. When you reach the top of search pages, your website sees more traffic.

Why do we need SEM to gain a higher position on Google?

SEM, or search engine marketing, is an umbrella term that includes the various strategies to increase your website traffic through Google and other search engines. SEM includes paid search ad campaigns and other tactics that improve the visibility and credibility of your site in the eyes of search engines.

How does PPC Signal help your business get a higher position on Google?

PPC Signal is one of the best PPC optimization tools for Google Ads users. It helps you track performance changes in your campaigns to minimize risks and weak points and maximize the strengths of your ads.

Wrap up

Creating optimized paid search ad campaigns is the best way to get your business to show up on Google Search.

If you can follow the best practices of PPC marketing, you’ll reach the top of relevant Google Search results pages in no time.

Your site will increase its traffic with higher Google rankings, giving you more potential opportunities to increase sales, subscribers or clients.

PPC Signal is the perfect tool to use with your PPC strategies. It ensures that you get the most from your paid search ads and maximize your Google rankings.

Not to mention, it saves you mountains of headaches and stress in managing your Google Ads campaigns!