Paid Search Marketing - Targeting Campaigns
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 Paid Search Marketing (PPC) - Best Practice Guide »
Paid Search Marketing (aka PPC / pay-per-click) networks such as Google Adwords and Yahoo Search Marketing are becoming increasingly complex to optimise, and it isn’t getting any easier.
Many billions are spent around the world by advertisers seeking to maximise search engine visibility, but when your competitors have deeper pockets than you how can you possibly compete? And where do you start?
You start here, that’s where.
Our Paid Search Marketing (PPC) Best Practice Guide will help ..... |
The main strategies which will help give you a targeted approach for paid search which delivers relevance to searchers and qualified visitors to your site are:
Strategy 1. Search Ad Network Strategy
This strategy involves selection of the range and prioritisation on different search networks from the well-known such as Google AdWords, Yahoo! Search Marketing (Overture) Microsoft adCenter, to the less well known.
In this section, we’ll look at the range of search networks available, their benefits and main differences. We will also look at some specialist networks for specific countries or vertical markets.
Strategy 2. Content Network Strategy
In our view, the content network of third party sites, on which your ads are displayed entirely separate from the search engine itself, is the biggest hidden secret in paid search marketing. It is also important since it delivers a different type of audience who are less likely to be directed searchers, but have clicked because of interest indicated by their site.
In this section, we will explain how to best use the different content networks which publishers use to generate revenue such as Google AdSense, Yahoo! Site Match and Microsoft adCenter Content Network. As part of this strategy, you have to decide whether to target this audience and how to vary the costs you pay and potentially, the creative.
Strategy 3. Campaign Structure Strategy
Campaign structure refers to the way in which your keywords are grouped within the paid search advertising account to define the appropriate ad creative to be displayed when these terms are searched for.
In this section we show you to develop effective campaign structures which connect with audiences.
Strategy 4. Keyword Matching Strategy
Keyword matching is an important technique within paid search since it can give precise control of which ad you display for the combination of keywords entered by searcher. By limiting your ad display to specific searches by users, you can increase clickthrough rates and drive more qualified visitors to your site.
In this section, we explain and compare the main match types available across the different search networks. We make recommendations on which matching techniques can help balance click volume and ROI.
Strategy 5. Search-Term Targeting Strategy
In the final section on targeting through paid search, we outline alternative approaches to target different types of phrases that users search on. Balancing click volume, cost and quality is a constant battle. We look at search head vs tail targeting strategies, search-type and product targeting strategies and brand-term targeting strategies.
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