Optimise Your Paid Search Campaign

Creating an effective paid search campaign does not need to be difficult. The benefits include generating leads, creating brand awareness and driving sales, so they can be a worthwhile investment. If you are currently running, or considering, a cost per click (CPC) advertising campaign, here are some top tips to boost its potential for success. These focus on Google AdWords in particular, but also apply to other CPC programs.

Paid Search Marketing Process
Paid Search Marketing Process

Consider User Peak Times

Alter your campaign to take into account user peak times of your target audience and when they search for your products or services. Only show your ads during these times and use the scheduling feature to automatically turn the campaign on as required. You could even increase the budget during busier search times in order to generate more potential leads.

Consider Seasons

Some products you are selling may change in popularity with the seasons, due to weather, major events and holidays. If you sell seasonable items, it could be worth increasing your budget in the months leading up to these peak times in order to gain additional traffic.

Select Keywords Carefully

You can utilise certain tools to assist you in finding specific keywords or phrases used by your audience. Keyword Discovery is a payable service you could opt for, but Google’s Keyword Tool is free and easy to use. Once logged into Adwords, simply type in the term and it will generate variations people have searched for, along with the approximate number of searches and advertising competition. It will also show you a rough position and cost for each term.

Choose Lengthier Tail Terms

The Google keyword tool will assist you in finding Longer Tail terms, which are ones that appeal to users looking for niche items. With a limited budget, it is a good idea to avoid high cost, generic terms and better to try to pick up traffic from very specific searches. The CPC will be cheaper and the users often know exactly what they want, so the number and quality of enquiries you receive will rise.

Add Negative Keywords

Many keywords are included in B2C, B2B and generic social searches. Add negative keywords to exclude your campaigns from areas that are not relevant to you. If you sell cars for example, but don’t rent them, then words such as ‘lease’, ‘rent’, and ‘hire’ would be your negative keywords.

Effective Ad Copy

Ad copy is vital for your paid search campaign. Once you’re up there at the top of the rankings, you need to use effective and quality ad copy to draw in potential customers and set yourself out from the competition. Use Google’s Dynamic Keyword Insertion Tool to help with this. Ensure the ad copy is relevant and add something quirky in order to stand out. Including a major call to action is important, such as a unique selling point or special offer.

Don’t forget that it is worth spending a bit of time and money on creating an effective paid search advertising campaign to get it just right. It really can make a huge difference to the number of new enquiries and leads you receive from Google and other search engines.

Tags:
  • ad copy tips
  • Google Adwords
  • keyword planning
  • paid media seasonality
  • paid search campaign
  • ppc
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