To run a successful paid search campaign, some ingredients are needed. One of the most important ingredients of the campaign is a sound strategy. Without a strategy, no campaign can succeed. So, if you have a full-fledged strategy for running a campaign then you’re good to go. Otherwise, you need to develop a systematic approach for carrying out a successful campaign.
Before indulging in anything else, we need to know what should be there in a paid search strategy.
Creating A Paid Search Strategy
First of all, we need to understand what a strategy is. Some people try to confine it to just the tactics that we use to reach our goals.
According to Business Dictionary:
“A method or plan chose to bring about the desired future, such as achievement of a goal or solution to a problem” is known as a strategy.
Now that we understand what a strategy is, let’s move on to creating one for our paid search.
There are three major aspects to be considered for creating a paid search strategy
Nothing, be it a business or an art project, works without pre-assessment. If we don’t know what we’re up against, what’s our competition, what we’re aiming to achieve, do we even have a niche then there is no need for a paid search? Before sensibly assessing our overall competitive landscape running a paid search campaign is futile.
The second aspect of a successful paid search strategy is a powerful policy. Without a guiding principle, no PPC campaign can work. Just like the North Star, a carefully crafted policy will guide the prospective clients to you.
Creation Of Action Plan
Finally, after assessing the overall challenges and developing a powerful policy, the third aspect will be the creation of a killer action plan. The action plan must be in direct alignment with the first two aspects; otherwise, the entire strategy won’t work.
Developing A Successful Paid Search Campaign
We have gathered some useful information regarding a successful PPC campaign. Keep reading to find out more.
Proper Keyword Research
One of the most vital elements of a successful paid search strategy is to have relevant keywords. Now you may be thinking ‘oh, I know keywords relevant to my business’. And it may even be true as you would know most keywords that are relevant to your field. But are those the ones that should be targeted in a paid search campaign? Most of the times, what we consider as relevant may not be as result-bearing as others.
For instance, you run a furniture store online and your most relevant keyword is ‘oak furniture online’. Now if you don’t do any research and blindly start targeting this keyword, you may get traffic but not as much as you would if you target a properly researched keyword. So, after researching you may find that the keyword ‘online oak furniture in the UK’ has more search volume than the former one. In this way, you’ll be able to target the most relevant keywords without wasting any money on irrelevant ones.
You can use tools like MOZ and Ahrefs to research for relevant keywords but the best results will be readily available within your Google Ads account. They have a built-in tool called Keyword Planning tool and it gives you the most relevant keywords, their expected CPC and volumes.
Adequate Campaign Structure
Just like proper keywords, an efficient and adequate campaign structure is also important. Someone may ask why this structuring is necessary. The main reason is our own clarity of mind. When we start making a paid search strategy, we have a specific mindset. However, we may not be thinking the same the very next moment. There is a tendency to get lost in the mess and lose track of the actual goal. Therefore, to remain focused and run a targetted paid search campaign, a proper structure is necessary.
This also helps in managing the campaigns according to their purpose. For instance, you might have a goal based, service based, or a location-based campaign and using a structure it will be easier to separate them.
Each campaign must have a set of relevant keywords and ad groups under it. So, if you sell furniture, you will have the campaign name as ‘Furniture’. And within that campaign, you can have different ad groups like ‘Wood Furniture’, and ‘Metal Furniture’, etc.
Effective Ad Copies
To create a relevant and killer ad copy, think like your customers and then create one. If you would be on the buying end, what would make you click?
The best practice is to use the keyword that you’re targeting in the headline one. This way, you’ll be informing the viewer then and there that what this ad is about. Moreover, it will boost your quality score. Also, directing the audience to a relevant page will earn you some solid quality score. And if you include a CTA on the targetted page, it will be ideal for converting a one-time visitor into a returning customer.
In a paid search campaign, bids need to be managed and adjusted carefully. Most people adjust them according to keywords or ad groups; however, there are several other factors, too. For instance, you can set bids according to location, demographics, gadgets, and time of the day etc.
Once you’ve run enough campaigns then you can manage them better as you’ll have enough data. For example, if there is a certain time of the day when you receive more conversions then you can focus more on that specific hour. On the other hand, if you have a campaign running at one time but not bringing any traffic or conversions, then you can stop the bidding at that time.
No paid search strategy will work if it’s left unattended. Creating a strategy is not enough, keeping it optimised and up to date is necessary. Your rules, goals, strategies, and ad copies would be of no use if they’re not regularly optimised. Therefore, regular account optimisation is a must in order to run a successful paid search campaign.
Some of the aspects that need regular optimisation are:
Budget: budget monitoring is necessary because one needs to be balanced in spending on a paid campaign.
Keyword: monitor keywords so you know which ones are converting well and which ones are not. As a result, you can lower bids if a keyword isn’t converting more or raise bids for the ones that are contributing well.
Search Queries: keep an eye on search queries so you can build-up on the negative keywords. This will help in blocking out irrelevant queries and adding relevant queries to the campaign.
Key Performance Indicator: in order to keep the KPIs moving forward, find the high cost-per-acquisition. Once you’ve found it, you can quickly reduce it.
Intelicle offers reliable PPC management services. So, if you’re looking for pay per click services in Nottingham and its nearby areas, feel free to give us a call.