What are today’s Paid Search best practices?
July 20, 2016
Many factors are at play when it comes to your online search strategy, more now than ever before. The right strategy plays an important role in the success or failure of a campaign. In the beginning, Google gave us the bid and the keyword, (sorry for the Genesis reference) it was simple, outbid the next guy, create an ad, and voila! You were up top, for the world to see and click.
Today, there are a ton of factors which go into how your campaign will work and perform. We will review some of these best practices with you to assist you in ensuring your next paid search project is a successful one.
Pure Search Campaigns are the most common type of ad which you can run on Google or Bing. These are ads which are shown to “searchers” who simply go to Google from their computer and type in a keyword or phrase. One example would be “shower door replacement”. The Search Network ads for this will return options at the top and bottom of the page. These ads have become the most expensive type of ad on Google and Bing and are among the most effective. The reason is simple, the searcher has a need, is looking for options for either immediate purchase or for research. The search engine is in turn providing a host of solutions to meet the need. The issue which marketers have is the the cost per click can be costly, making it difficult for smaller players to compete.
The good news is that there are many options for paid search ads. These options provide companies with several different ways to approach paid search. These include: display network ads, retargeting ads, Google shopping ads, mobile only ads, to name a few. We’ve found that many of our clients who have tried to use the Adwords (Google), or Bing systems to setup their campaigns, are unaware of these different methodologies which they can employ to drive in business through paid search. As an example, where “shower door replacement” within the Google search system might cost $4 per click, we may be able to drive phone calls through the mobile ad system for only $1. Or perhaps using Bing instead of Google could create the same new business lead for $2. It is not realistic that a small business owner is going to have the time to educate themselves on all of the different methods that exist. These methods change frequently as anyone familiar with online search will quickly learn, the only consistent things about online advertising is that the landscape changes constantly.
Ask yourself this: Do I care if a new business lead I am generating is coming to me from Bing, or from Google, or via a phone call into the office from Google’s mobile only ads? Probably not, but in order to leverage all of the opportunities for lead generation, your company either needs an on-staff, educated professional, or to employ an agency with the chops get it done. Here at OMG National, many of our clients are coming to us after doing their online advertising in house, or through an agency whose model is to get the client to spend more on ads, so that the fee they are paying to that agency continues to rise. Most agencies operate with a percentage based fee structure (generally 20% or so) in this scenario, there is no benefit to saving the client money, as the more they spend, the more the agency makes. We feel that this is inherently a conflict of interest.
When we rolled out our paid search program, OMG Crush, we came up with a simple, flat fee agreement. This ensures that our clients are able to determine how much they want to invest in their paid search campaign, without worrying about an escalating bill to their marketing agency. We also have added a host of ancillary services to our program, to ensure that our clients have the very best shot to receive a solid ROI without being nickel and dimed for ad development, keyword research, heavy setup fees for each network, and so on. Also, in using OMG Crush for your paid search program, we help you to do better business, with call recording on every inbound call, to use as a training and customer handling tool.
There are many factors that go into a successful paid search campaign. From the landing page quality, to the keywords and phrases, to negative keywords, to using or not using broad match terms, to A-B testing of your landing page and written copy, and so much more. Make sure that you’ve carved out your roadmap before embarking on your paid search journey. Then, work backwards to ensure that you can check off each step along the highway without missing any opportunities that are out there for you! For OMG National, this is Jesse Lubar signing off with a smile 🙂