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tl;dr Optimization tips to get the most out of your paid search campaign in order to maximize your return on investment.

· Issue 30 · May 2015

Optimizing Steps for

Sumit Dhawan

Effective Paid Search Campaign by Sumit Dhawan

O

ptimizing for positive returns is key in paid search

computers and tablets. You can increase or decrease the bid

advertising, and there are a number of strategies to

adjustment depending on the performance. The user intent

optimize performance.

on a mobile could be very different which can help you to tar-

The trick is to focus on positive keywords and expand

get users appropriately.

them at the same time, but it’s very important that you care-

Both the mobile site and landing pages should have a very

fully scrutinize your keyword list. Keywords with high com-

clear headline with specific details. Mobile ad copy should be

mercial intent also have a high search volume.

direct and without any confusion on what a user is expected

Here are five tips to maximize your return on investment.

to do.

Relevant Calls-To-Action

Importance of Negative Keywords

Your landing pages have to be carefully designed and

Keywords that don’t convert to a lead or sale still have

need to be highly relevant. A strong headline and a clear call

costs associated with them. If a keyword doesn’t contribute,

to action are the most important elements of a landing page.

you should pause/remove it. In order to get more visibility for

When they are represented clearly you just can’t miss them.

best performing keywords you can increase the bids slightly.

In paid search optimization it is all about relevancy and speed, both of which should be there on the landing page.

Traditional keywords prompt your ads to display for relevant searches; negative keywords prevent your ads from being triggered. Therefore by adding negative keywords you can

Dominate Ads Quality Scores

stop showing your ads to the wrong people. However, please

Your keywords and ad copy combinations should be wa-

keep in mind that adding a negative keyword will stop your

tertight. Well-connected keywords and ad copy contribute

ads from showing up for affected words, so use them very

towards increasing your CTR (click through rate) which sub-

carefully.

sequently increase your quality. Relevance is the key here, and it is directly proportionate to the conversions. Always monitor the changes to ensure they are moving in a positive direction.

Create a Seasonal Campaign For search marketers, seasonal shopping periods can impact conversion rates in a big way.

Optimize Mobile - Tablets Search

If your business does not sell seasonal products, you can

Now is the best time to optimize your mobile paid search. Analyze the results for mobile devices with full browsers vs.

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isolate time periods of irregular performance and exclude those days from bid calculations.

Sumit Dhawan is CEO of Dhawans Enterprises LLC and blogs at SumitDhawan.com

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