Setting up an effective paid search campaign requires a significant amount of work, with ongoing developments in the space necessitating a continuous cycle of testing and optimisation.

From structuring campaigns and conducting detailed keyword analysis to crafting compelling ad copy, targeting audiences and tracking results, this report explains the whole set up process.

Acting as an essential guide for new advertisers creating their first campaigns as well as for experienced paid search practitioners looking to refresh their knowledge or keep up to date with the latest changes, it covers:

  • Campaign structures: With search engines continuously rolling out a wealth of new features, what do advertisers need to know about the recent developments and how these apply to the structuring of campaigns at an account, campaign and keyword level?
  • Keyphrase analysis: The careful selection of keywords is fundamental to the success of paid search. How should advertisers approach keyphrase analysis and what free and paid-for tools are available to help?
  • Creative copy: What makes a great ad? With a strict amount of space and tight editorial guidelines, how can advertisers draft concise, compelling copy and make the most of the ad assets available?
  • Measuring performance: To understand effectiveness and to optimise campaigns, key goals and metrics must be defined before launch. What are the main KPIs at each of the eight levels in the tracking sophistication hierarchy, and how should these be measured?
  • Audience targeting: Reaching specific audiences at the right moments is an important part of paid search. What targeting options does Google offer advertisers?

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