| By :
Roddy Smith
Many online businesses employ paid search as one of several forms of marketing as it is a low cost way of reaching new customers. If you are looking to build your brand and reputation then include this tool in your marketing campaign but make sure you do this in the most effective way. It can pay dividends if used wisely but get it wrong and it can be very costly. Paid search and ROI The goal of paid search is a higher return on investment (ROI): you may notice an increase in visitors to your site but if these do not translate into conversions then your paid search campaign is ineffective. Target the right audience Make sure that your paid search is aimed at the right audience. In other words, deliver your keywords and/or phrases to people who are interested in your products or services. Be aware that this is representing your brand so ensure that the messages you send out are positive and meet their needs. Solid keyword research This is why keyword research is so important. It is vital that you bid on certain keywords which are likely to generate that increase in traffic and conversions to your site. It is all well and good bidding on popular and costly keywords only to find that they do not generate the results you need. Remember that you have a budget to stick to which means avoiding paying over the odds for keywords which turn out to be a loss leader. Measure and measure again Do not forget to maximise the use of web analytics tools such as Google Analytics as these will provide you with useful and relevant information about your visitors. This information will help you to learn more about the groups of visitors to your site, their journey through your site and the actions this take. This will help inform your keyword research and subsequent bidding. Integrate with other marketing methods Paid search should form part of your overall marketing strategy. Include it with other tools such as SEO, landing pages, targeted copy and analytics tools for optimum results. Think of it as another channel in the marketing mix. Other tips Here are a few other steps you can take to ensure that your paid search is a success: • Integrate paid search into your marketing campaign • Speed up landing pages • Well written sales copy with clear calls to action • Match keywords to the calls to action • Utilise long tail queries • Implement a tracking system • Test and review You will need to review your progress at regular intervals in order to determine what does and doesn't work. Find a professional agency that will provide this service for you.
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