Covering essential paid search techniques from carrying out detailed keyword research to deciding how to structure your account, this best practice guide has been created to help marketers lay the foundations for successful paid search campaigns.

With a number of developments transforming the paid search landscape over recent years, this guide will assist marketers setting up new campaigns as well as those seeking to update their current campaign set up.

This guide covers practical advice on how to work with changes from Google Ads, using the variety of ad formats available, audience targeting, local search, Microsoft Ads, testing creative and the tracking of paid search campaigns.

This report is part of Econsultancy’s Paid Search Best Practice Guide and has been created with the help and frontline insight of expert paid search practitioners to help marketers succeed in their paid search strategy.

The paid search guide is valuable for anybody working in digital marketing, looking to appoint a paid search agency or simply trying to secure better results from their PPC advertising.

For the other chapters in this guide see Econsultancy’s Paid Search Best Practice Guide hub.