If you are thinking about scaling back on your paid search campaign, you might want to ask yourself, “How committed have I been to making my campaign a success?” The reality is that success doesn’t happen on its own; it takes a little time, effort and patience in order to see great results. In order for your paid search campaign to be a success, you will need to follow the same recipe for success as you do for anything else.
Far too often business owners and marketers shut off or scale back their campaigns after a few weeks because they expect to see great returns within a few short days after launch. Or, in other cases, they expect to see triple the return for a minimal investment. While most platforms allow you to launch your ads quickly, the true impact to your bottom-line will become visible over time. Paid search platforms,like NTENT, allow you to create your ads and launch your campaign in an instant but you will need to commit to putting in time (more than 2 weeks or even 30 days) and energy in order to figure out what works best for your business.
We’ve come up with 6 Keys to Paid Search Marketing Success:
1) Truly commit to paid search strategy and be prepared to invest in it.
2) Set clearly defined goals and give your expectations a reality check. If you expect to see sales double in two weeks, you may want to rethink if that is realistic. If you’ve never launched a paid search campaign before, then you’ll want to start with setting a test time period of 30 days to establish a base line. If you’ve used other platforms and are testing out a new one, use some of your past successes as a benchmark but remember that each platform has unique nuances and audiences.
3) Think about how consumers purchase online. Recognize that most purchases occur after consumers have worked their way down the purchasing funnel. Understand that the first step is generating awareness, next is enticing them to visit your site (this may happen two or three times as consumers begin to familiarize themselves with who you are and why your product is the best), then make the decision of whether to purchase or not.
4) Leverage previous marketing campaign successes. If you have seen success from previous ad/marketing campaigns, apply elements of the messaging to your paid search program BUT don’t be afraid to change it up over time. If you have a list of keywords that you’ve used on Google AdWords, don’t be afraid to include them as ad tags for your NTENT campaign.
5) Don’t optimize your campaign without having enough data. Knowing what is working and what isn’t requires a bit of time in order to collect enough data to analyze what optimization strategies to apply. You’ll want to look at data week over week and month over month to identify trends. Once you’ve done that you can tweak your campaigns accordingly.
6) Be patient, stay focused and don’t give up. Once you’ve really committed to making your paid search campaign a success, the return on your investment will be greater.
For tips on how to make your paid search campaigns, including NTENT, a success download our Best Practices Document, call us at 212.967.9502 or email us at customerservice@ntent.com. We are always happy to help!
- posted by Kerstin Recker, Marketing
No comments:
Post a Comment