#FridayFive: Paid Search Strategy


Paid search experts Melanie Fromm and Amanda Lite discuss the strategic advantages of paid search and the details of a strong paid search campaign.

  1. How is the paid search landscape changing? And, why is paid search strategically important for businesses?

Paid search is continuously becoming more strategic and competitive. With constant updates and changes from all of the paid channels, it is important to keep up-to-date with new beta tests and campaign opportunities to stay ahead of the game. Launching generic ad copy will no longer get the business the exposure desired in the paid search space. It is imperative for the paid search ads to be as specific and relevant as possible to the user’s search query, take advantage of ad extensions, land them on the most appropriate page, and so much more.

For businesses to be successful with their online efforts, using paid search is a great start and a critical channel to win. Users’ eyes are captured by the first few ads right when the results appear and ads in the top positions will help business get the brand exposure needed to beat out competition. If a business heavily relies on organic search results, they are missing a large opportunity for gaining more traffic to their site.


  1. As users are increasingly searching on mobile devices, how will paid search professionals anticipate and adapt to this change?

Paid search experts should already be prepared for advertising on mobile devices, if they are not already doing so. With the bid adjustment features on paid search channels, there is the opportunity to tailor your keyword bids by device, effectively, managing costs by channel down to the keyword level. This allows paid search professionals to spend more or less on mobile depending on several factors, including whether or not the brand even has a mobile-optimized site. Leveraging these mobile-centric optimization settings will help businesses target more effectively and at a lower cost-per-click. Furthermore, paid search professionals should know that campaigns on mobile cannot necessarily win on the longer-tailed keywords as they would on desktop. Average position is key, as users are always on the go and need ad copy that is tailored to their device.


  1. How important is quality content to paid search strategy?

Having relevant content on your website goes hand in hand with a detailed paid search strategy. Campaigns and ad copy should be relevant to what your site is offering and what the user is searching. If the content is poor, your quality score lowers and the chances of being in top positions is limited. In the broadest sense, quality content contributes greatly to simple user experience. If you are able to drive people to your website through paid search, you should be focused on giving them the most useful information once they get there.


  1. How does social media coordinate with paid search? Are social extensions strategic to the customer decision journey?

Social extensions and annotations are now available for paid search campaigns. These allow customers to learn more about the business through other channels that they may be more familiar with. Customers usually go through multiple channels before making a final purchase and including social extensions or annotation helps guide them along their journey. We are seeing a continued trend in multi-channel digital marketing opportunities, creating the need for cohesive digital strategies that encompass all mediums.


  1. How important is data analytics in attributing profit from paid search? And, how will data continue to change the paid search landscape?

To understand your site visitors and how to reach them, data is crucial. Paid search specific data will show what the user searched for, if they clicked on an ad, and how they went through the purchase funnel. In order to continue running paid search campaigns, data is necessary to be more strategic and make the appropriate optimizations that will ultimately lower costs and improve return on investment.  In addition, using all available data points including: search, behavioral, local, interests, and demographics can aid in developing a hyper segmented and relevant campaign that evolves over time with user behavior.

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