Paid Search Advertising Tips

It’s no secret that the paid search advertising landscape has changed over the last two years. Since Google’s algorithm updates have made getting ranked naturally more challenging many websites have resorted to paid search advertising. The result is that the paid side of search has also become more difficult to master within budgets.  The key to maintaining a positive ROI for paid search campaigns is constant monitoring and reviewing your ads, keywords, and placement. Here are 4 tips for keeping your paid listings fresh and beneficial as found in SearchEngineWatch:

1. Every Six Months: Review and reset the structure of your campaigns. Your campaigns have so much data, and that data should be used to research how your paid search campaigns measure up to market level information and how these campaigns compare to your other campaigns and how they affect your business.
2. Every 3 Months: Compare your paid search keywords across all campaigns including Google, Bing, and non-paid models. If you also do paid product listings, this should be factored into your analysis as well. You can maximize your paid campaigns by applying what works on one platform to your others.
3. Every 90 Days: Clean up your keywords. Make sure that extra terms are not cluttering up your campaigns. If they are not converting, pause seasonal keywords or delete defunct ones.
4. Every 30 – 90 Days: Perform a search query analysis from your website analytics. Compare the words that visitors search to find your website to the keywords and key phrases that you have in your campaigns. Make sure to add popular words and phrases that your customers are using to your paid campaigns.

Making Paid Search Work for Your Company

In addition to this constant monitoring of your campaigns, you should always keep your goals and your return on investment in mind when paying for traffic. If the paid search advertising campaigns are working for you, be sure to monitor it closely so that you know exactly what is working and why. You can then apply that success to other areas of marketing your business.