“Listing advertisements” are search-linked and displayed at the top of the screen. You can place text-type advertisements on Google, Yahoo!, etc. that direct people to their respective sites. This type of advertising is said to be highly cost-effective as it can guide users when they search for a certain keyword.
Even when companies say, “I want to start using listing ads,” or “I’ve already started,” many companies probably don’t have a detailed understanding of how it works or how it differs from other types of advertising.
In this article, we will introduce the costs of listing advertisements, specific operating methods, and important points to be aware of when conducting marketing activities.
Reference source:
[Basic knowledge of listing advertisements] What are the contents, operation methods, and effects that beginners need to know?
What is a listing advertisement?
Listing advertisements are text-type advertisements displayed at the top of the screen on general search engines such as Google and Yahoo!. This is an ad that is positioned even higher than the display that came up in the top rankings in natural search.
You can specify keywords in advance and display them when users search for those keywords. Advertising fees are free for display only. If a user sees the ad and clicks on it, you will be charged a fee. This is so-called “Pay Per Click” (PPC) advertising.
How is it different from other advertisements?
Display advertising is often compared.
Display advertisements differ from listing advertisements in that they are displayed in advertising spaces. They are often displayed as videos or banners on the web or in apps, and can be said to be advertisements used to reach a wide range of users, such as on the home page.
On the other hand, listing ads are search-linked, and the key point is that they don’t require creative content like videos, and are just text ads. The advantage is that it is displayed at the top of the screen, so it has an immediate effect, and it does not require the effort and large costs that SEO does.
This is a contract where you only pay when someone clicks, so it can be effective for companies that want to keep costs down or give it a try.
As for the click-through rate, you can expect it to be around 2% or higher, and in some cases it can be as high as 6%. In the case of natural searches, it is said that the top page gets about 20% of clicks. The third display from the top is about 7%. Although listing ads are a low-cost type of advertising, it is important to understand that the number of clicks is lower than that of natural search.
Additionally, the cost that is said to be required to begin work is approximately 200,000 yen. It’s a keyword bidding system, but the price varies depending on the situation, so it could be as low as 100,000 yen or even 500,000 yen. First, it would be a good idea to consider the cost-effectiveness of the products and services you want to offer.
Reference source:
[Basic knowledge of listing advertisements] What are the contents, operation methods, and effects that beginners need to know?
What are the operating methods and precautions?
You can ask an agency (expert) to manage the listing advertisement, or you can handle it within your own department. The key is to choose according to your budget and skills.
If you want to improve your skills and accumulate know-how, or if you want to keep costs as low as possible, it may be a good idea to do it in-house.
If you hire a highly specialized agency, you should be able to expect better results. The cost is said to be over 500,000 yen. Other operating costs may include fees.
What you need to be careful about is that the page where the ad is clicked on is completely unattractive. If you are not able to effectively convey the characteristics of your products and services to users, simply paying advertising fees may be wasted.
It is necessary to be creative when creating pages so that the transition destination is rich in content and encourages actions that will lead to inquiries and sales.
Reference source:
[Basic knowledge of listing advertisements] What are the contents, operation methods, and effects that beginners need to know?
summary
Listing advertisements are search-linked advertisements located at the top of the screen that keep costs low. Since you pay for each click, you can advertise at a relatively low cost.
The important thing to keep in mind is how to create the page you want to transition to after clicking. It is important to build pages from the user’s perspective that can increase conversion rates.
Reference source:
[Basic knowledge of listing advertisements] What are the contents, operation methods, and effects that beginners need to know?