The paid search puzzle: Putting the pieces together

Share this content:
Roger Barnette
Roger Barnette
In these challenging financial times, ensuring that your paid search marketing campaign is fully optimized is crucial. We all want to squeeze full value out of our existing media budgets, but how do you do that? The best way is to see your paid search campaigns “holistically.” Each piece of your campaign is an integral part of the paid search puzzle that needs to be carefully managed, tracked and optimized to ensure the best performance. Using a search management technology with robust analytics can provide you with an immense amount of data about your search campaigns in aggregate, across all of the engines.

Make sure you track normal ROI performance metrics, as well as queried keywords, assisting keywords and landing page and ad creative performance. Data about queried and assisting keywords — for example, keywords that help a searcher convert but are not credited for the transaction — can help you build your existing keyword list. Tracking your ad creative and landing pages helps you to understand what works best and in what circumstances — and provides you with the data you need to fully optimize and improve your campaign.

Once you've built your keyword list and have access to a wealth of information about your campaign's performance, how do you optimize it to achieve the best results? Again, it starts with keywords, but doesn't end there. Bid optimization technologies can ensure that your keyword bids are appropriately aligned with your campaign goals and automate much of the manual labor involved in search marketing. The best technologies predict what your return on ad spend will be at varying budget levels, helping you determine how, and how much, to allocate towards your paid search efforts.

With the technologies available to sophisticated marketers, optimization goes way beyond automating keyword bids. Sophisticated technologies can determine which landing pages align with which ad creative and keyword, and then serve up the combination most likely to encourage a click and result in a transaction.

By building your keywords, gathering detailed performance data and optimizing all aspects of your search campaign – from bids to landing pages and ad creative – marketers can integrate individual strategies to perfect their paid search puzzle and weather the economic storm.

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above