Paid Search Success Factors: Keyword-Level Controls

Chapter 5 of Paid Search Basics

Success in paid search can be achieved by using controls effectively at both campaign and keyword level. This chapter looks at the performance controls covered by the latter group.

By Econsultancy

20 minute read

When setting up a paid search campaign for the first time or reviewing the effectiveness of an existing one, a structured analysis based on campaign-level controls and keyword-level controls is recommended. This chapter looks at the latter group. It covers:

Cost per click: Managed using an auction process to surface sponsored links, how has this process changed with Smart Bidding?
Quality-based positioning: Google’s Quality Score is used to determine the position of an advertiser’s ad in sponsored listings – how can marketers optimise for this?
Keyword matching: Different keyword match types give advertisers more control over which ads to display for keyword combinations entered by searchers. What are the various options?