Most of the time clients have a limited budget, therefore, you will have to be smart and constantly on the look out for new opportunities, in order to make the most of it.
Here are some tips to help you to build and manage the campaign, maximising profits as much as possible.
Building up Paid Search campaigns
- Focus on your main products or services, consider those with the best conversion rate, highest profit margin and with the highest demand.
- When defining your campaigns/adgroups structure, it’s important to create by theme, without segmenting too much, in a way that spreads your budget and ensures each campaign has enough budget to perform, drive traffic and accumulate data history. At the same time, getting the best quality score possible by using the most relevant keywords, ad copies and landing pages.
- Research keywords to see where there is volume. Here it is crucial to make the right decision when choosing keywords. It’s important to always add heads in broad match modifier and some variations, so you can drive volume as well as bringing search term variations. This will help you to better understand how and what people are searching. It is also important to add long tails as they will target people who already know what they want therefore, they’re more likely to convert. When adding broads it’s extremely important to build an extensive list of negative keywords and add them on a daily basis, which means you wont drive irrelevant traffic and waist your budget.
- Narrow down your GEO targeting, choosing carefully the locations where your market are, if you are not yet trying to expand your business geographically. Here you must select the “in my targeted location” so you wont waste impressions on irrelevant locations.
- If your goal is to drive traffic, use the maximise clicks strategy. But if your goal is to drive conversions, then you should set up manual bids first, then, after it has accumulated some conversion data, enable Enhanced CPC.
- For ad rotation, start with rotating evenly and then changing to optimise for conversions. For the delivery method, set up as standard. This ensures you don’t spend your entire budget in the first few hours of the day and not showing for the rest of it.
Optimising Paid Search campaigns
After running the campaigns for a while, you will have built up enough data for you to optimise and change your bids by device, location as well as scheduling times for your ads to appear. This means that you will use your budget when it’s more likely to drive more relevant traffic and conversions, maximising your return.
Ana de Lemos
