Save Big Bucks with Paid Search Best Practices

Save Big Bucks with Paid Search Best Practices

When you’re engaging in digital marketing, you have a multitude of tools at your disposal. A comprehensive advertising plan should leverage organic traffic, social media channels, and paid advertising.

However, not all forms of paid advertising are ideal for online marketing. The best option for getting the word out about your brand is through paid search ads. This form of marketing is performance-based. This means that you do not pay a dime for ads unless a user interacts with your ad or meets some other performance metric.

When used correctly, paid search can help your team save big bucks and generate a high volume of quality leads. 

To help with this task, Insights ABM has outlined two essential paid search best practices that will help you create a winning marketing campaign. As a Dallas-based eCommerce PPC management firm that helps brands grow their online presence, we know what it takes to drive success.

Why Search Advertising?

At the peak of TV advertising, marketers took an “accuracy by volume” approach to connecting with consumers. Put more simply, they bombarded consumers with ads. The philosophy was “the more exposures, the better.”

However, this approach is not very cost-effective when it’s applied to online marketing. Paying every time a user sees your ad is a great way to burn through your marketing budget without producing many leads.

Search advertising is much more efficient and can help you get the most out of every marketing dollar. It has surpassed other forms of digital marketing and become the primary form of advertising. In fact, 2020 search ad spend in the U.S. totaled over 58 billion dollars.

Search advertising is more beneficial because it puts your ads in front of users that are already interested in your products. This creates high-quality leads and will also increase conversion rates. In addition, search advertising is a form of pay-per-click (PPC) advertising. The result is better control over your advertising budget.

Getting the Most Out of Paid Search

The internet is packed with guides, tips, and suggestions for optimizing paid search campaigns. However, many of these tidbits of wisdom can be condensed into two key ideas. Our top two paid search best practices include:

Using Searches for Research

By leveraging Google Analytics and other data collection tools, you can collect invaluable information about your target audience. Use this data to find out what words they are searching for when you’re organizing your paid ad campaigns. Make sure to assess both organic search traffic and paid terms, as well.

You will be surprised how much you can learn about consumers by doing a little bit of search research. Remember, trends and consumer preferences change over time. 

We suggest that you regularly collect data so that you can keep your fingers on the pulse of consumers. Don’t be afraid to adjust your paid search campaigns based on the information gathered during your research.

Tailoring Search Terms to Suit Your Audience  

In addition to conducting thorough research, tailor your search terms to suit your audience. 

For instance, let’s say that you are running an eCommerce pet goods store. In order to advertise your new dog treat, the marketing team decided to launch a paid search campaign for the term “treats for man’s best friend.” While dogs are certainly called that quite often, it is an unnatural search phrase.

Instead, consider changing the paid search phrase to “healthy dog treats” or “natural dog treats.” These phrases are much more consistent with normal speech patterns and user search habits. A simple change in phrasing can make a huge difference in the effectiveness of your paid search campaign.

eCommerce PPC Management from Insights ABM

The two insights provided above are just a few ways to advance your paid search campaigns. If you want to maximize your brand’s online impact, then you need an experienced marketing team like Insights ABM in your corner. Contact us today and let’s make things happen for your business!

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.