Best Practice

Paid Search Best Practice Guide


Now including new sections on topics such as paid search in social media, video advertising, mobile paid search, Shopping campaigns and ad extensions, Econsultancy's refreshed and updated Paid Search Best Practice Guide covers everything you need to know about paid search advertising.

The guide will help beginners and experts to plan, create, launch and optimise paid search campaigns and maximise their return on investment.

Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.

This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.

Topics covered

Sections covered include:

  • Paid Search Basics
  • Planning and Strategy for Paid Search
  • Setting up Paid Search
  • Paid Search Optimisation
  • Mobile Paid Search
  • Google Shopping: Shopping Campaigns and Product Listing Ads
  • International and Multilingual Paid Search
  • Marketing Campaign Integration Strategy
  • Video Advertising
  • Paid Search in Social Media

Contributing authors

This guide has been put together and updated by Rob Jones, an experienced digital consultant and owner of Romor Digital, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.

They include:

  • Neil Hancock, Head of Optimisation and Planning, Silverbean
  • Kevin Joyner, Director of Planning & Insight, Croud
  • Paul Kasamias, Head of Performance Media, Starcom/Performics
  • Sophie Kleiner, Head of Search, NMPi
  • Judith Lewis, Founder, Decabbit Consultancy
  • Tom Lewis, Head of Professional Services, DC Storm 
  • Hannah Zora Mattinson, Senior Paid Marketing Manager, Silverbean
  • David McDiarmid, Head of Paid Search, DigitasLBi
  • Oscar Romero, Head of Performance Media, Mediavest/Performics
  • Sam Vandermark, Associate Director - Digital, The Specialist Works
  • Matt Whelan, Digital Strategy Director, The Specialist Works
  • Peter Whitmarsh, Head of Paid Media, Search Laboratory

Table of contents

1. Introduction

  • Features of this guide
  • About Econsultancy
  • About the contributors

2. Paid Search Basics

3. Planning and Strategy for Paid Search

4. Setting up Paid Search

5. Paid Search Optimisation

6. Mobile Paid Search

7. Google Shopping: Shopping Campaigns and Product Listing Ads

8. International and Multilingual Paid Search

9. Marketing Campaign Integration Strategy

10. Video Advertising

11. Paid Search in Social Media

12. Appendix

13. Acknowledgements


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