Measured search campaigns can be a very effective way for a company to attract new customer and boost its sales, however with great power comes great responsibility – or in this case, risk of overspending the promotional budget. This is why the campaign should be measured carefully to avoid overspending and what’s worse wasting money by targeting the wrong audience.
Well-planned and prepared paid-search-campaign should include the following key elements.
Start with keyword research
This should be the foundation of the campaign if this point is skipped or executed wrongly it will have the whole campaign going in a wrong direction.
Masterful well crafted ad copy
The ad copy should be well thought specific for the targeted audience, short, and with a direct, irresistible call to action.
A/B ad testing
Creating an ad copy and just hoping for the best, might not be the best strategy. Fortunately, there are wonderful tools like A/B ad testing to help digital marketers measure and predict the success of their paid search engine marketing campaign.
Pay-per-click campaigns can be difficult to keep track of and manage effectively. Bid management tools can help: monitor, understand, improve and eventually achieve a better return on investment(in this case an optimized cost-per-acquisition).
The quality of the landing page content(loading time, message consistency, original content) will provide a smooth transition from the ad, and will also impact how the ads are positioned in the search listings. Landing page that has not been optimized can sabotage the whole measured search campaign.
Just do it!
How effective in the call-to-action on the landing page? It should be visible, and presented in a way that customers will find it easy to do the next step of the process: sign-up, buy, download, contact etc.
Measuring the results of the campaign is critical to its success. When small and medium size businesses are crafting their search campaigns they should make sure, that there are measures in place to monitor the progress of the campaign.