Paid Search Campaign Management
Learn all about paid search campaign management with Search Hustle.
Focusing on a paid search campaign is essential for success. There are many factors to juggle, from budget considerations to advertisement opportunities. How well you manage the campaign can be the difference between success and failure.
Pay-per-click marketing campaigns are a great way to gain brand awareness. They are also a highly effective way to attract more customers, as long as they are implemented carefully and the steps are laid out clearly. Small goals must be developed to keep the paid advertising campaign on track.
What Is Paid Search Campaign Management?
In a nutshell, paid search campaign management is simply about maximizing the return of a paid search marketing campaign. There are best practices to consider when engaging in a paid advertisement campaign. Those who fail to recognize the best practices can often lose money and miss out on market share.
Paid search campaign management seeks to both prepare the company, but also to moderate the campaign. Since the most common form of a PPC marketing campaign is Google, management decisions should be made by those who understand the complexities of working with and through Google Ads.
While Google Ads may be one of the most popular and mature online marketing tools, don’t underestimate the complications that can arise.
It is possible to overspend on bad terms (i.e., terms that don’t convert). It’s also easy to use broad matching on terms that don’t fit the service or product well.
If the company is local and no geographic bumpers were set, geography mistakes can also cost you. Also, if you forget to turn off ads on certain days, weeks, or months, you could easily waste money. However, as long as you actively manage the campaign, you should be able to navigate problems quickly.
What Can Paid Search Management Do for You?
Complying with the overall strategy and goals of your marketing campaign is essential. Good paid search management will ensure that the success of the paid ad campaign is tracking MQLs, SQLs, and any other conversions while staying within the defined successes of the overall strategy. This will ensure that you reach goals and achieve your desired outcomes.
In the end, paid search management is essential if you want to have success. You can’t just leave a paid advertisement campaign to run on its own. If you don’t keep track of the metrics and the return, the entire campaign can fall apart very quickly.
Keywords Are Key In Paid Search Campaigns
People generally develop habits in almost every facet of life and repeat them consistently. Their online activity is no different. In this way, keywords are generated as the same questions keep getting asked over and over again.
You can target your campaign to the keyword when running a paid search campaign. This means you can reach those specifically looking for what you are selling. This doesn’t work if the keywords are too broad, so choose keywords that are as narrow as possible.
Of course, part of the benefit of a paid search campaign is the expansion of brand awareness and reach. If you limit yourself too much by bidding only for hyper-specific keywords, you may limit your ability to reach new customers. It is important to strive for a balance between these two competing objectives.
This is where proper management and experience can be invaluable. Balancing out these two halves of the equation will ensure maximum profitability. Target who you want, reach them when they are looking for you, and don’t hesitate to respond.
You Must Track ROI (Return on Investment)
A lot has been said about the potential cost of a paid advertising campaign. With each click that draws in a view, you are spending valuable resources. The only way you can be sure that you are coming out ahead is by understanding the ROI that you are getting.
In order to fully comprehend the impact the marketing campaign is having on the business and other digital marketing efforts, study the ROI. Tracking the return on investment when it comes to advertising money only makes sense.
To do this, simply convert the money that you’ve spent on marketing. Integrate this into a bottom line equation. Compare the growth of that product as opposed to the money spent on marketing. This should give a good idea of what is being returned.
Remember, the target to shoot for is between 25% and 50% return on each dollar invested during a paid campaign. Less than this can be considered a failure for many online marketing campaigns.
Google Ads Is a Popular Tool for Tracking and Management
Google has spent decades ensuring that it has exclusive reach and tools. Some often think of good as merely a network of sites to advertise on, or a search engine to optimize against. While these two areas present amazing opportunities for marketing, that isn’t all that Google offers.
Google Ads has on-board metric tracking that can help you make informed decisions. Good paid search campaign management will go out of its way to keep the marketing campaign profitable. This isn’t the only benefit that using Google Ads will bring to you.
Google metrics are free for anyone who is using Google tools to track their progress. This offers some flexibility without the drawback of having to invest even more money in further tools. Use everything that Google offers to your advantage and combine it with effective management. This is the best way that you can guarantee success in your marketing campaign.
Your Paid Search Marketing Campaign
With proper management of time and resources, the paid marketing advertising campaign will do more than pay for itself. It will grow your brand reach and awareness, expanding your pool of viewers from hundreds to potentially billions of people. Stay on target, manage your expectations and budget, and you can make sure that you succeed where others have failed.
4 Tips for Paid Search Strategy
Audience Targeting
Surprisingly, about 76% of marketers fail to use behavioral data for online ad targeting. This is a mistake.
To narrow down the right audience for a paid search strategy, consider the following:
- Demographics
- Interests
- Purchase intent
- Affinity markets
When designing ads, remember that certain types will be better suited to target certain demographics. Demographics will range from age to location to education and more.
Businesses need to discover the intent behind the searchers’ queries. While intent can vary, and drastically at that, it can still provide useful insight for segmenting the target audience.
Conduct a Competitive Audit
A competitive audit can help you uncover if you have an audience overlap with your competitors. In turn, this can help reach new customers and ensure the business differentiates itself from rivals.
Look at what keywords are used in competitors’ ads, and then decide if you want to use those same keywords within ad groups.
Use Google Shopping, Search, and Display
When you create an assortment of ads, you have a better chance of reaching customers, no matter where they are in the buyer’s journey. Regardless of your ad format, the campaign should be optimized around high-value keywords with a lower cost-per-click but can still increase web traffic.
Display ads are commonly found in the Google Display Network and frequently work to improve brand awareness. With search ads, a business can target users who are ready to make a purchase. Search ads are also ideal for bringing in traffic through queries that don’t include keywords. Finally, Google shopping ads are great if a business wants a visual of its product, store name, prices, etc.
Leverage Retargeting, Reporting, and Optimization
When a customer views a product on a website but doesn’t make a purchase and then sees an ad for that same product on other websites, this is called retargeting.
Retargeting can help keep your products or services at the forefront of a customer’s mind. This helps to bring a potential customer back into the buyer journey.
Ultimately, it’s best to leverage website reporting and optimize ads to help with retargeting. This can help lower the cost-per-click, increase ROI, and get ads in front of new customers.
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