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Step 5 - Paid Search Strategies
We could write a discourse on the history, development, and significance of Paid Search...but we won't because you only require the need-to-know tips at this point. The objective of this step is to draw your attention to the manifold options that you have when building and managing your own Paid Search campaign.
 Paid Search offers a wealth of options
By running your Paid Search ads, you'll get highly useful, instantaneous feedback and have an amazing degree of control over your campaign. You can easily...
- pinpoint your ads to only show in certain geographical locations
- get your ads to show only when searchers use particular keywords that you specify
- monitor the all-important conversion rate for your site
A carefully managed PPC ad campaign is far more effective AND far less expensive on a per-visit basis in comparison to any form of print advertising or offline marketing. More...
 Where can I set up a Paid Search Advertising campaign?
You can run PPC ads through Google Adwords, Yahoo! Search Marketing, and/or Microsoft adCenter. If you need to pick just one, run your ads through Google because they command the lion's share of search traffic anyway. More...
 Paid Search Tips & Facts
- In SEO, you want to use your resources wisely and have a balanced keyword portfolio; you'll select 10 - 15 active keywords and then devise your list of potential keywords.
- However, with Paid Search, you want to amass a library of keywords germane to your business model.
- Find thousands of relevant, niche keywords for the different Ad Groups in your Paid Search campaign.
- Did you know that Google AdWords' scoring algorithm actually lowers your minimum bids if it deems your keywords to be relevant to your site? We'll help you conserve your precious supply of advertising dollars and give you a leg up on your competitors who aren't aware of this fact. More...
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The reality is that your Paid Search campaign is a huge experiment that involves analyzing data, observing trends, drawing conclusions, and acting upon your findings. Assume nothing, test everything that you can, and make adjustments where appropriate.
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 Note that types of keywords used suggest customer intentions
The keywords that your customers use when searching shed light on which mode they're in and if their intentions are commercial or non-commercial in nature. This segment covers the psychology of search and when it's most probable that customers will or will not buy from you. More...
We've already discussed how specific, long tail keywords have a lower traffic volume but drive more sales whereas general, short tail keywords account for the bulk of your traffic but typically do not convert as well. More...
What you must be sure of is that your PPC ads and landing pages match the intent of the keywords that you're targeting. The diagram below shows you four different customer modes - this categorization is, again, based on which keywords they type into the search box. More...
 Highly Relevant Ad Copy
Don't be one of the many advertisers out there who fail to meet the single most important criterion...relevance. Always build each ad with one or two target keywords in mind and make sure that they are HIGHLY relevant to your landing page. More...
 Online Commercial Intention
Microsoft has a pretty cool, interesting tool that accurately detects online commercial intention. Just enter in a URL or keyword and see if customer intentions are more commercial or non-commercial.
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Unlock the full version of Step 5: Paid Search Strategies and diagnose what's driving up your avg. cost-per-click or keeping you from at least doubling your conversion rate.
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