5 key optimisation tips for paid search accounts
Is your paid search stagnating? Unsure what you could be doing better? Elliot Smith, Account Director at Launch gives 5 optimisations you can make to breathe new life into your campaigns...
1. Use Search Term Reporting to its full effect
Search term reports will show you what a user searched to trigger a click on or, sometimes, just a view of your ad. Analysing these reports is the single most effective way of not only understanding how accurate your keyword targeting is, but also how and where you can improve it.
The data is simply a long list of phrases that will (or at least should!) relate to the keywords you are running in your account. Looking at the list, you’ll quickly be able to identify new keyword opportunities: where a search query is relevant to your product or service, but you aren’t actively bidding on it.
On top of that, you’ll also find search queries or words that don’t closely match your product or service. Adding these as negative keywords will help to refine spend and reduce wastage, leading to a more streamlined budget and account performance.
2. Structure your account
Make sure your keywords are grouped together in close themes. This will help when managing budgets, analysing performance and writing keyword-specific ad copy.
A good tip is to try and follow the structure of your website, using your product/service categories as campaigns (e.g. Winter Clothing), sub-categories as ad groups (Coats/Hats/Scarves) and your specific products as keywords (blue puffer jacket/wool bobble hat/red ladies scarf).
3. Get those keywords in – and don’t forget landing pages
Are your ads relevant to your keywords, and vice versa? Are you directing users to the most relevant landing page in relation to your keywords? These are some very important questions to ask yourself when writing or optimising your ads.
The more closely you can tie your keywords, ads and landing page together, the better. Relevance between these three elements is key to driving down your average cost per click and increasing conversion rate.
Try including more of your keywords in your ad copy, both within headlines and descriptions. And make sure you are then linking users to the most relevant landing page. You are essentially making a user’s journey as accurate and painless as possible and, by doing this, you will be rewarded with a more efficient use of budget.
4. Make the most of Ad Extensions
Ad extensions the ‘bells and whistles’ that accompany your text ads on the search results page. Not only do they help to provide more information and improve the relevancy of your ad, therefore driving down cost per click – they also take up more space on the page, bumping your competitors down into a less desirable position!
5. Conversion Tracking
It’s great running an ad account that’s structured well, has plenty of negative keywords and some highly tailored ad copy, but if you can’t see what you’re getting in return for your spend then you could be throwing money away!
There are an endless amount of actions that can be tracked on a website, whatever your KPI might be – sales, leads, button clicks, video views, blog post interaction, scroll depth, phone calls and many, many more.
Our advice is to have some kind of action set up in your paid search account as a conversion. That way you can capture meaningful data that helps you not only make informed decisions within your account, but across your business too.
Need some more hands-on help with paid search? Get in touch with the Launch team today.