Paid Search advertising has always been one of the most popular and most effective forms of online advertising. Its ability to capitalize on user search intent and provide transparent performance data makes it ideal for online marketing. The key to PPC such as Google Adwords and Bing Ads (which make up the vast majority of the search market), is using this information in an effective way to optimize campaigns, improve ROI, and scale campaigns.
We use the LDM method for PPC when designing and building our campaigns to put us in an ideal position to collect data and optimize to improve results.
The first step in developing effective campaigns is setting goals. Goals might be sales, revenue, subscriptions, users, downloads, phone calls, leads, or even engagement. With a wide variety of actions people take on websites, setting up measurable goals based on business objectives is key. All the optimization that takes place during the campaigns will be based on the these goals, and more specifcally what is determined to be the key performance indicators (KPI’s), so creating accurate and meaningful goals is extremely important.
Once goals and KPI’s have been established, keyword research is executed. What will users in the target market be searching for? How relevant are we to those users? How serious or valuable are users likely to be that are searching for each term? These are the important questions we need to ask when it comes to budget allocation, bidding strategies, and expected results.
Ad accounts need to be produced in a granular way to data can be collected about very specific segments of users. Different segments can respond differently to elements of marketing campaigns, so granular setups help identify which segments are working, and which aren’t. Quick data collection on these small segments allows us to maximize results in productive areas while testing different strategies for under-performing segments. This leads to more personal and effective experiences for users that produces higher conversion rates. It also allows us to easily change budget allocations to maximize results.
Part of the reason we set things up in an extremely granular way is so we can write custom ad copy for each segment. Ad groups allow for their own ad copy, so we customize this copy to maximize relevancy for users. This results in higher CTR’s, higher quality scores, and ultimately lower prices for quality visits.
Knowing how your paid search campaigns are performing is absolutely vital. Cost/conversions or revenue/cost numbers are important KPI’s that should be monitored and optimized. Tracking traffic with Google Analytics provides a wealth of insights into the quality of traffic being received, making it a vital starting point to effective campaigns. Conversion tracking, cross-device conversions, and remarketing within each platform adds another layer of result measurement that also helps improve campaigns.
Improvement & Optimization
Once a campaign is researched, built, and launch, that’s not the end: it’s only the beginning. An effective build allows us to quickly gather performance data, reduce or eliminate spend on under-performing segments (or test different strategies), while funneling more investment to segments that are performing well. The gradual process of testing and optimization results in continually improving performance, allowing for expanding marketing campaigns and/or increasing ROI as campaigns mature.
Maximizing the performance from paid search campaigns in Google Adwords and Bing Ads is a process, but it can be an extremely valuable source of leads or sales. With search’s massive popularity and built-in user intent, there’s an opportunity to quickly and effectively drive traffic. Let our team help you develop campaigns in an intelligent, structured way to put you in the best position possible to succeed and scale that success.