Tag Archives: Paid Search

Mistakes To Avoid While Managing Paid Search

Mistakes to avoid in paid search

Whenever it comes to Paid Search or PPC, there are a lot of things which we should do, must do and not to do. Yes, what you read is correct. There are few things which we are not supposed to do. If you have managed paid search campaigns, then you must know, every now and there we skip the obvious. A slight overlook, miscommunication with a team, or trying too may many things at one time can cause major damage or pricey errors. Hence, there are few must avoid things and suggestions!

Don’t try to fit one size for all –

Don’t assume that a strategy worked for one paid search campaign will work similarly for another campaign. When taking over an existing account, it is essential to take care of few things. You look at the opportunities for optimization and expect that the things, which worked for other accounts will work for the new account.

What should be done – Understand the history of your new account – collect as much as possible information from the former owner. Analyze the change in the history and analytics before you make the changes.

Don’t overlook the negatives –

Negative keywords are major elements of any paid search campaign. Negative keywords can assure you that you are not spending on keywords that are negative or irrelevant. E.g. if you are dealing with pizza restaurant and you are concentrating on a phrase or a modified broad match type that means you don’t want to show up your ad for phrases relevant to fast food restaurant.

What should be done –

Whenever you will launch a new account, ad group or campaign, make sure you integrate negative keywords. Put it as a review point in your launch checklist and confirm it during your final QA process. When including negatives, go through the keywords that you are bidding on through a search – you might find that there are several meanings for your terms.

Don’t take off your eyes from the ball –

It usually happens with all of us, especially during those days when we are busy handling other accounts and forget to find that change we made last night. And you see that change you made last night impacted in your daily budget being expended by noon.

What should be done – it should be your first priority to check your accounts in the morning. Check your daily spends and make sure it is on target, your budget is wandering where it should be and any recent moderation should not have any kind of negative effect.

Don’t skip the budgets –

You might have a client with a budget, whose budget changes on daily or monthly basis. And when you are handling multiple accounts, it can be difficult keeping up with which client is expensing what amount for a particular day or month.

What should be done – Generating a pacing report is important, especially when you are managing more than one client. By keeping a track of the number of days remaining in the month, you can see whether you are standing ahead or behind the target and can modify accordingly so you can manage the budget.

4 Reasons To Run A Paid Search Campaign Of Already Successful SEO Strategy

 

Google paid search campaignPaid search and SEO is often considered as mutually restricted. Sometimes, it is just because of the fact that search visibility is already accomplished by SEO, and paid search is observed as unnecessary. Below are the four reasons, which would encourage you to run a paid search campaign, even if you already have a fruitful SEO strategy.

  1. Organic Rankings Are Unstable, Ad Rank are Not

Organic rankings are unstable, one day you will rank in the top five for a high-priority keywords and another day you will be nowhere to be found. With Google’s continues algorithm and user interface updates, organic rankings seem unpredictable and more volatile than ever.

However, this doesn’t happen with AdWords. Once you have the perfect mix of quality score and budget, your ad rank is quite consistent. Paid search campaigns need a good amount of efforts to accomplish the right Ad Rank at the right location, however, you are carrying a far more control on the ranking of your ads than you do on your organic search rankings.

  1. Earn Twice Than Visibility –

The Google search results page comprises huge information; all of them compete for searcher’s attention. Therefore, while being ranked on the first page is good, being ranked twice is much better, specifically if both your ad and organic search ranking are ranked on the top three paid positions and organic positions respectively.

  1. Raise the possibility of conversion –

While escalating traffic to your site, you also enhance the possibilities of conversions.  Combination of paid search and SEO results in rise of conversions as higher as 200%. It is not necessary that every time your conversions will increase by 200%, however, it is logical that they will augment as an impact of higher search visibility and more traffic to your website.

  1. Boost Click-Throughs –

A generic byproduct of rising search visibility is increasing click on your website. Even if clicks are not a parameter of success, they are a per-requisite for conversions.

As per the study conducted by Google, 50% of clicks generated through paid ads, are not exchanged by organic clicks, when the ads are missing and the website has a first place organic search ranking. The study also describes that, as the organic search ranking drops the percentage of clicks not exchanged by the paid ad rise.