Getting your advertising noticed in a busy marketplace can be difficult for businesses. How do you ensure that you stand out from your competitors? This can be even harder in the paid search space where you have just 95 characters to make an impact and get your potential customers to click on your advert.
There are many advantages to paid search but by far the greatest is the granularity at which you can analyse your activity. You are able to see what terms people are searching for, the volumes in which they are searching, the interest your adverts are generating by looking at the click through rate and the relevancy of your adverts as demonstrated by your click to sale ratio.
It is important to understand what role you want your paid search to play in your marketing mix. Many companies look at it as a direct acquisition channel whereby performance is often judged purely on sales and effective CPA, but paid search can also be utilised as a useful tool for branding.
As a general rule you need to ensure that your paid search advertising is relevant, impactful and converts. There is no point wasting budget on appearing against terms that are not relevant to your business. There are various ways of ensuring that you are as relevant and efficient as possible including:
o Ensure your account has a good campaign level structure
o Undertake a keyphrase review
o Ensure you are utilising the right match type
o Ensure you have an extensive negative keyword list
o Creative copy review
The team at Lexica Marketing have a wealth of experience managing paid search accounts and will be able to help you make the most of your PPC activity.