Hi this is Eric with Globe Runner. Today I want to talk about paid search or pay per click. I want to talk a little but about what we do and how we do it. I’m going to give away some secret sauce – better listen close. I don’t know if my paid search team would be thrilled with me sharing this: how do we build a highly effective search campaign?
This is what we do and it has tremendous results. The key to paid search is eliminating variables – narrowing down my options so that I know exactly which ads and keywords are performing and generating leads and which ones are not.
That’s a tough thing to do. A lot of people we see will log in to their account and they have 4 or 5 ads and maybe 100 keywords and they are in one big ad group and kind of not organized. That’s probably the biggest mistake that most people make.
We go to an extreme, it’s OCD, but we go to an extreme with this and we go to what we call a micro ad format.
We eliminate down to an individual keyword, maybe its variations, broad match, phrase match, exact match, but an individual keyword. We will write, let’s say 5 ads, is our general rule of thumb. 5 ads for that 1 keyword. Then we will see which one of those ads performs the best on that keyword. We will do that for every keyword in the campaign.
If we had 100 keywords, we have 500 ads that are being tested simultaneously. This allows us to determine winning ads very quickly and eliminate all other variations and other distractions and noise in the data.
There you have it, a micro ad strategy.
If you really want a top performing paid search campaign, take a little extra work and it will make your paid search sing.
Give me a call if you’d like to learn more about it.