Paid search can be complicated, and it takes a lot of investment of time and money to get it right. So, here are some simple tips that might make a difference for you.
1 – Understand AdWords. It really pays to understand how paid search works. Even if you are using a search advertising consultant, you will want to learn what they are doing with your campaigns.
No one knows your business like you do, and you can never be sure that what you explain to a consultant will get correctly reflected in campaigns they create for you. Since the most effective paid search engine is Google, we suggest that you read Brad Geddes’ book Advanced Google AdWords to learn how AdWords works.
2 – Pay attention to quality score . When you create ads on Google AdWords, you will also specify keywords that should trigger those ads to be shown. What you pay for clicks on those ads, how often those ads are shown, and how prominently those ads are displayed are highly dependent on their quality score as assigned by Google. Quality score is mainly based on how much users are clicking your ads. As a rule of thumb, the closer your ad reflects what users searched on, the more clicks it will get.
Google does this so that a high bid alone can’t cause irrelevant ads to show when you search for something. If they allowed that to happen, then the company that was willing to pay the most for a search term would always have the top spot regardless of whether their ad and offering were relevant.
3 – Understand modified broad match. When you are inputting keywords into AdWords, you have matching options for how those keywords must match the search term the visitor used. The three types are broad, exact and phrase, and you can read about them here .
4 – Pay attention to location targeting. When you set up a search campaign, you have the option to define the countries and locations where your ads will be shown. You don’t want to be paying for clicks in countries you can’t deliver services to and this is what happens if you don’t specify were your adds can show. Along with geographic targeting, there are many other options you can set including whether your ad should show on mobile devices. It pays to make sure your targeting is reflective of how and where you want your ad to be shown.
5 – Integration with your crm. Have your online clicks automatically create your leads within your crm system. Marketing automation tools that integrated with your crm system can reduce double handling of leads generated from your website and from social media. Ensuring that there is an automated process ensures that your sales team follow up on your leads in a timely manner and have the potential to increase conversion.
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