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Digital Marketing Insights Viewpoints on digital marketing from an agency perspective

Areas to Look At When Optimizing Your Paid Search Campaigns

Areas to Look At When Optimizing Your Paid Search Campaigns

Paid search is basically an advertising platform that follows the pay per click (PPC) or cost per click (CPC) model. With PPC, you are only charged a small fee when someone clicks your link to visit your website. All over the world, paid search has always been the most used advertising method by companies of all sizes. According to a study conducted by Engine Ready Software, it makes up more than half of all the traffic that comes from search engines. From the way the paid search listings are positioned in search results (above organic listings), such dominance is not surprising at all. In fact, statistics from PWC show that in Singapore, more than 30% of online advertising revenue is spent on paid search results. Based the situation as a whole, paid search is definitely here to stay and the way to go for any digital marketer looking to achieve success in the Singapore market.

While paid search can provide the quickest means of marketing your business, a poorly managed PPC campaign can result in high expenditure with dismal results. So what exactly brings about a well-managed paid search campaign then? Contrary to what most people would think, a well-managed campaign goes far beyond just getting the right keywords and placing your ads on search engines and directories. In fact, any digital marketing agency in Singapore would agree that the success of paid search campaigns involves having the right tools and strategies to fully optimize the results. Let’s look at some key areas that are sure to save you money in your paid search campaigns.   

Thorough tracking

Newcomers to PPC often end up wasting as much as 75% of their budgets primarily because they don’t track their campaigns correctly. The return on investment spent on paid search advertising largely depends on tracking how your keywords and other aspects of the campaign are performing at all times. The more accurately you track your campaigns, the less money you waste on clicks that add no value to your campaign. 

Tracking will tell you what works and what doesn’t. For instance, you can start your campaign with huge keyword lists to maximize opportunities for lower priced keyword sales. However, with time you’ll need to track each keyword and eliminate those that are only draining your ad budget.

Use small ad groups 

Small ad groups of 10 keywords or less generally improve your quality score and lower your CPC. Remember also that the smaller the number of keywords you use to set up an ad group, the more relevant your copy will be for that keyword. Many first timers in paid search lose money when they attempting to cut corners by lumping numerous keywords in a single ad group. Smaller ad groups are more targeted and perform better than large ad groups with numerous keywords.  

Find the best times to run your ads

You may be losing a lot of money on wasted clicks simply because you chose to run your ads at a time when nobody wants to buy anything. For instance, if you run your ads at 4 A.M in the morning and you are not seeing any good ROI, you better pull out the ad and run it at hours with maximum activities.

Other useful strategies include testing different geo targets. For instance, PPC costs tend to be cheaper in countries like Malaysia or Vietnam than Singapore or Hong Kong. Hence, if you sell products not limited by distance or quantity (eg. Ebooks), you may save a lot by targeting the developing markets. 

Leverage on an arsenal of tools

There is a wide range of paid search tools that you can rely on to track your campaigns, find the best keywords, and generally help you to get the best return on investment in each campaign. A few examples include the Search Combination tool and Google’s very own Keyword Planner. Specifically for the Search Combination tool, it gives you a list of the top phrases and goes on to search the major search engines for the best combinations of the keywords.  These two tools can save you time and money in your campaigns as they do most of the keyword selection tasks in a very short time. 

Conclusion

What a lot of business owners have come to love about paid search is the expandable strategy it offers their businesses. Whenever they need more sales, simply run a campaign. As compared to other strategies like search engine optimization (SEO), paid search is very much a short to mid term strategy that offers a marketer way greater control over how, when and where an ad is displayed. These key traits of paid search, coupled with the right tools and strategies, can allow an advertiser a much better return on investment (ROI) across his or her campaign. 

Hence, if you have yet to, it is high time you experimented with a paid search campaign. Of course, if you do not want the hassle, engaging the services of a competent digital agency in Singapore with the appropriate search expertise is definitely an option that is sure to bring pretty instantaneous results. 

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