Paid search should not be an "afterthought" in ad campaigns and should be fully integrated with other channels to boost the profile of a brand online, according to one analyst.
Writing on Search Engine Land, Allie Lemke said that companies should involve their search engine optimisation team in the planning of paid search strategies from an early stage, as they will be able to offer insights into how many people are likely to use particular terms.
Furthermore, marketers need to thoroughly research their keywords to get a mix of branded and unbranded terms that drive traffic volumes as well as ensuring visitors are in the right target audience.
Ad copy itself should be written to reflect the language and wider message of the campaign. It should also include "call-to-action wording" to encourage users to click ads.
Prior to launching a campaign, companies should create "success metrics" and should continually track their ads’ performance against these benchmarks. This will help to better target optimisation efforts and to plan future search campaigns.
Last month, Josh Dreller of Search Engine Land said that investing a lot of time in setting up a per click campaign is the one piece of advice that all marketers should follow.
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