The previous chapter looked at landing page strategy for paid search campaigns. This chapter considers best practice techniques for creating and optimising effective landing pages. Twelve best practice guidelines for landing pages To be effective, landing pages need to combine the following to improve the user experience and increase conversion rates: Usability Accessibility Persuasiveness Ability […]
There are now a number of features on Google Ads that are powered by machine learning and automation, developed so that advertisers can make improvements to their campaigns rapidly and at scale. This chapter discusses two of these features: auto-applied recommendations and Performance Max campaigns. Auto-applied recommendations Google recommendations have become a prominent feature of […]
In today’s competitive paid search marketplace, bid management systems are becoming even more essential, not only for organisations that pay for tens of thousands of clicks each month across many keywords, but also for smaller companies that use pay per click (PPC) as a key revenue driver. Bid management tools are web-based services that partially […]
With the growing numbers of internet users around the world, there are many opportunities for expansion into new countries and territories in order to help marketers reach and engage their audiences effectively through the channel of paid search. This chapter looks at the practical considerations that must be kept in mind when launching a pay-per-click […]
As the number of internet users around the world continues to grow, the opportunities for advertisers to expand their paid search marketing into international markets also expands. This chapter provides an introduction to this topic, and looks at local search engines competing with Google in different global regions. International and multilingual paid search: An overview […]
Audience targeting presents a huge opportunity for paid search and brings it in line with other digital marketing activities, such as programmatic, which are purely focused on targeting a specific audience. However, it does bring with it an added layer of complexity. Handled incorrectly, marketers could end up narrowing the audience to an extreme level, […]
Being able to track the performance of campaigns against objectives and key performance indicators (KPIs) is a crucial part of paid search marketing, as it allows advertisers to see where improvements can be made and gain valuable insights that can be used to inform strategy going forward. This chapter looks at approaches to tracking granularity, […]
Advertisers will be able to analyse and report to varying degrees of granularity depending on their systems’ level of sophistication. For example, a more sophisticated solution will allow advertisers to report the return on investment (ROI) from campaigns and even the lifetime value of an average customer. A solid understanding of the metrics used to […]
Local paid search marketing and geotargeting allows advertisers to narrow down their targeting to a specific area or region, ensuring that budget is being prioritised and utilised in those areas in which a business operates. Both Google and Microsoft Ads use geotargeting technology which helps them identify where users are located (usually by their IP […]
This chapter considers approaches to selecting the best search engines to help businesses meet their pay per click (PPC) search marketing objectives. It looks at what search engines are available including their benefits, features and key considerations. As the majority of search networks are global, what is being discussed can be applied to other geographic […]
This chapter considers how to resource paid search marketing and reviews the differences between operating this in-house or via an external agency. Resourcing strategy: An overview What is it? It is essential to determine the most cost-effective combination of resources to plan and execute a company’s paid search marketing. This strategy is dependent on numerous […]
This chapter looks at how to decide on the amount to bid based on the value being generated from paid search, and how to deal with bidding wars. It also discusses bid adjustments, which allow advertisers to control the frequency with which their ads are served. A guide to bidding strategy A bidding strategy is […]