Staff Writer: Greta Frusha
Paid search can take time to learn in the digital marketing agency Los Angeles. Lisa Raehsler, Big Click Co. founder has put together A Beginner’s Guide to Paid Search to help those aspiring paid search marketers in Los Angeles marketing firms get up to speed in their field. What is paid search advertising? Paid search advertising offers a chance to pay for visibility on major search engines. They are pay by click or PPC ads that appear either above, to the right, or beneath organic search results.
Goals of the account need to be considered. Marketers need to identify the main goals to decide what the most important aspect of the site is and how it will be handled. Most account structures are organized into campaigns. Raehsler says that best practice to have the account campaign structures mirror the website so that it can be budgeted and reported effectively. Raehsler’s presentation is organized into best practices and optimization strategies for keywords, budget/bids, ads, targeting, re-targeting, and tracking.
Test keywords. Try them out in various match types and to make sure you have a well-developed negative keyword list. Always go back and review the funnel to pull together strategies using specific keyword match types that make the most sense at different levels of the funnel.
Scrutinize the keywords on a regular basis to develop the most optimal set. Constantly review click-through rates or CTRs and conversion rates to weed out keywords that are too general and with low CTR or poor conversion rates. Keywords should optimize the site.
Budgets are set at a campaign level. Bids are set at ad group and keyword level. They both control costs and profit. Best practice is to take the total monthly PPC budget, divide it by the number of campaigns, divide again by 30 days. This gives starting campaigns a starting budget. Allocate equal amounts of money for the campaigns. Later adjust and reallocate for performance and click traffic.
Make ad texts compelling and the message consistent with the offline campaign. Keywords create relevancy in terms of paid search. Pay attention to what Google will and won’t accept. Optimize by checking to see if ads show up correctly. Check for alerts and make sure they’re approved.
Geography is important in a campaign. Language in which an ad is set is crucial as well as the device with which the site is compatible. Use analytics to see where visitors are coming from and go from there.
Take advantage of available tools when tracking ad campaigns. Use Google AdWords conversion tracking to take your ad campaign to the next level. Google Analytics tracking gives additional insight into how the campaigns are performing as well as analytic statistics.
The key takeaways from Raehsler’s presentation are the basics of PPC, managing PPC accounts daily, small optimizations can make a big difference, always set up conversion tracking, and experiment with new features. By utilizing the information Raehsler has presented, it should give a solid foundation in building ad campaigns.