4 Tips to Breathe New Life Into Your Paid Search Campaigns
The paid search landscape has rapidly evolved over the last 18 months. Some might even say it has completely transformed.
With new ad features, enhanced campaigns, and the evolution of search behavior, many advertisers are struggling to see performance results like they have experienced in the past. If you fall into that category don't fret! It just means it's time to reset.
Here are four surefire ways to breathe new life back into your campaigns.
Your campaign structure is nothing more than a data structure that should be used to gather business intelligence that fuels your paid search optimization decisions and also provides valuable market level information to feed into the overall business.
Hopefully you have restructured your accounts since last October with the introduction of enhanced campaigns. But even beyond changes in the engine, you should periodically review your structure.
First, a structure should support the overall business objective so that spend is focused on the most profitable assets and segmented by business goals. As those goals change, new products are introduced or new profitability targets are set review the campaign to make sure it aligns with the overall business objective.
The structure should also allow for maximum control of creative, keyword relevance, and bid optimizations. Accounts can get really messy when neglected over time.
Make sure you have the same assets represented in both Google AdWords and Bing Ads. By practicing this discipline you can maximize performance potential, by maximizing exposure and discerning KPI changes across a larger data set, which can in turn infer both macro and micro performance factors.
Google and Bing also have different audience profiles such that the performance might be stronger in one engine vs another depending on the keyword target and user intent.
To maximize your keyword portfolio, you can control efficiency via bid optimization rather than lose out on exposure and possible conversions by not having representation of all terms in both engines. For example, when we performed this audit for one client and expanded into Bing, we witnessed the program ROAS increase by $3 within two months following the addition of keywords to Bing because the engine converted at a higher rate than Google for the same term.
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4 Tips to Breathe New Life Into Your Paid Search Campaigns