Making Paid Search Marketing Pay Off Part 2 – Setting Goals

In part one of this blog series “Making Paid Search Marketing Pay Off”, I discussed the power of targeting and how Google AdWords can be used as a lead generation tool. In part two, I’m going to take you through the key items to consider when developing your Paid Search Marketing Strategy including setting goals and optimizing the campaign.

Setting goals, as in every aspect of marketing, is critical to creating a successful Google AdWords campaign. Some typical goals used for a Google campaign include:

•You want your ad to increase traffic to your website (Better Offers)
•You want more leads (Better Landing Page)
•You want a low cost per click (Better Segmentation)
•You want your ad to show up at the top of the search results (Better Metrics)

Here are 4 ways that give you the biggest bang for your buck with Paid Search Marketing.

Offer
One of the most important elements of any AdWords campaign strategy is the offer. In my experience, the most effective ads are the ones with a specific call to action. A “20% off” offer or a strong white paper offer is going to deliver a higher click-through-rate than a self-focused ad about your company or the benefits of your products.

If you have multiple offers, segment each of the offers by keyword to make each offer more relevant to the searcher. The more relevant the offer, the higher the click-through rate and the less money you spend.

Landing Page
Once your offer has been developed, the next key step is to create lead generating landing pages. A good landing page will fulfill the goal of the searcher quickly. When someone clicks on an ad, they expect to be led to a page where they can complete a form. Many marketers make the mistake of leading traffic back to their site’s homepage, which may not be relevant to the keyword or offer that got them clicking in the first place. A landing page also prevents distracting navigation options leading away from the goal of a conversion. Of course don’t just take my word for it, see for yourself just how effective landing pages are.

Segmentation
AdWords makes it easy to segment your campaign in order to meet each of these goals, including campaigns, ad groups and keywords. These segments can be changed and optimized as your campaign progresses, giving you the chance to capitalize on what’s working, without wasting time or money on what’s not. You can also use the campaign management tools to target the campaign geographically or by time of day, to make it more likely to attract the segments you are focused on,

Metrics
Once you’ve created a Google AdWords campaign that has well designed offers, landing pages, and keywords, the work is really just beginning. It is imperative that your campaign is monitored closely at all times to ensure optimal results. For example, shutting down ad campaigns that aren’t working will help you save money and increase your ad positioning. While anAdWords campaign will produce a lot of data, it’s important to monitor the most important pieces of this data. Determining Key Performance Indicators (KPI) like number of conversions and cost per conversion will ensure your campaign is in line.

An effective Paid Search marketing campaign can deliver affordable and immediate results only with a good offer, a smart strategy and an effective landing page. A smart marketer will use all of these tips in their AdWords campaign to drive the best results possible. Of course we’re more than happy to do this work for you, it’s what we do best.

To learn more, please download our free white paper How to Make Paid Search Pay Off.

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