In this section you will find advanced Paid Search strategies that our internal services team utilizes to effectively manage Full Service campaigns.
Scaling your Paid Search Campaigns
Scaling your Paid Search campaigns can be achieved by executing a combination of the tasks below:
- Adding new keywords
- Increasing the bids/positions on your existing keywords
- Expanding the distribution of your ad (to different Networks or Providers)
- Increasing your Budgets
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 our 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:
- Adjust your Bid Rules
- Powerbid Under Performing Keywords
- Use Ad Copy to Increase Quality of Traffic
- Pausing Under Performing Networks
- Implement Ad Scheduling
- Implement Geo-Targeting
- Analyze Current Match Type Strategy
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:
- Social Sites - With real-time updates now available in natural search results, social marketing efforts will have echo effects on search engine optimization.
- Google Product Extensions - This product ad, complete with images, titles and item pricing, competes with "free" traffic from Google Shopping and natural search results. For retailers, although this is an opportunity for increased screen real estate, it also means it's imperative to strengthen your presence on Google or risk having your brand and sales weakened by competitors.
- Google Shopping Ads - Similar to Product Extensions, this highly targeted ad contains images, titles, pricing and the merchant name. It is restricted to a Beta release now, butif given a full-scale release, it could mean changes in focus and strategy for paid search advertising.
- Google Sitelinks - All retailers should test the Google Sitelinks feature, which allows you to customize the links that show below a site, and begin immediate implementation as part of overall paid search strategy for 2010. Examples of Sitelinks are highlighted below.
- Cross-Channel Dashboards - Although AdWords Funnels are a great improvement for paid search analysis, cross-channel data is imperative to optimizing your e-commerce strategy as a whole and creating effective campaigns.
- Mobile Commerce – This emerging channel is highly relevant, as the explosion in Smartphone sales is giving shoppers a new way to research and buy. Google is getting in the game in a big way with Android, the fastest growing Smartphone operating system. Make sure you get in the game as well to take advantage of this trend.