In this section you will find advanced paid search strategies that the ChannelAdvisor Digital Marketing internal services team utilizes to effectively manage full service campaigns.
Scaling your Paid Search campaigns can be achieved by executing a combination of the tasks below:
Keep in mind that building out new keywords, increasing bids, and expanding to new Networks will not only scale out your Revenue, but it will also scale out your Marketing Cost. It is extremely difficult (if not impossible) to scale your campaigns and keep your Effective Revenue Share (ERS) flat. You will be taking action without knowing how these different initiatives will perform. In addition to that, Bid Managers take time to collect data and take action on your keywords.
Improving the Profitability of your Paid Search Campaigns
Improving the profitability of your Paid Search campaigns can be achieved by executing any one or combination of the tasks below:
When improving the profitability of your Paid Search campaigns, you must remember that you are effectively limiting your exposure through this channel and will almost certainly see a decrease in Revenue in addition to the decrease in Marketing Cost. The goal here is to obviously make the decrease in Cost much greater than the decrease in Revenue.
Best Practices for Google Search
As retailers continue utilizing the new Google product-related functionality, we recommend keeping in mind the following: