Here are our Top 15 Paid Search Tips:

  1. Spend time defining an account structure that will be easy to manage to go forward.  Your existing website structure is a good place to start. 

  2. Ensure integration with your Natural Search Marketing (SEO).  You should identify your target keyphrases and specify whether you are going to use SEO, PPC or both to achieve visibility in the search engines.

  3. Don’t view keyword/keyphrase costs in isolation.  Although the generic terms are likely to appear expensive compared with product/brand specific terms often these generic terms will help drive traffic to more specific terms.

  4. Set clear targets e.g. $10 cost per action (CPA).  If you are using an agency ensure these are made clear.

  5. Factor in the Average Lifetime Value (ALTV) when setting CPA targets.

  6. Stay focused on ROI.  If you supply ‘Manuka Honey’ but you can’t justify bidding on this specific phrase then don’t.

  7. Review the performance at least weekly.  Start at the top level and drill down to campaign level and ad group/keyword level if necessary.

  8. Ensure your landing pages re-enforce your paid search advertisement.  If you are creating bespoke landing pages ensure they are clean and clear.  

  9. Start off with Broad Matching where appropriate and look to refine to Phrase or Exact matching over time.

  10. Ensure you constantly add to your negative keyword list.

  11. Use dynamic keyword insertion so the phrase searched will appear within the title of your advert.

  12. Set up separate ad-group(s) for the 5-10 keywords that drive the most volume.

  13. Create multiple ads for the same keywords, rotate them and let the search engine automatically serve the best performing ad.

  14.  Keep up-to-date with changes in the industry.  The Google Adwords blog is a good place to start.

  15. Remember, there will always be improvements to make to your campaign.

For more information on our Paid Search marketing services, call or email us: 09 889 8020 or search@steer.co.nz

See also: Paid Search Marketing >>