Need someone to mow your lawn? More and more consumers turn to the Web to search for a local provider. So if you have a lawn care business, how can you increase the chances your business will show up in that search? For some, the answer is search advertising.

Search advertising includes the highlighted ads you see at the top and bottom of the page when using search engines like Google or Bing. The ads displayed are based on the key words used in the search.

For example, search for “lawn care in Joplin, MO” and you’ll see ads for businesses that have paid to appear when those words are used. Interested people click on the ad and are taken to that business’s website, generating a great lead for a potential customer.

Most search engines offer their own form of online advertising. Google offers AdWords.  Bing has Bing Ads that can appear on both Bing and Yahoo.

Here are three things you should know if you’re considering search advertising:

1. Pay as you go – You only pay when someone clicks on your ad. So, if you spend $25 a day and the cost per click is $2.50, you could get 10 clicks (or leads) a day. The cost of each click depends on what others bid for that search term. The more popular the term, the higher the cost.
2. Key in – Select the search term that your customers will use. Need help? Google offers a Keyword Tool to help you choose.
3. Test tube marketing – You’ll likely try several combinations of key words and ads to achieve the best results. Most search engines provide reporting to help you make tweaks as you go.

Search advertising helps you come to the top of the list for potential buyers using the Web. But to achieve the best results, choose the most relevant key words and be prepared to try out several to achieve the best result.