Aims and objectives
Aims and objectives are important factors to consider when planning a paid search marking campaign. The aims are what you hope to achieve by the end of the paid campaign and the objectives are statements that are specific that have outcomes that can be measured. For instance, to increase sales revenue by 5% within 3 months.
Target audience
Another factor to consider is your target audience, this are the people your paid search engine marketing will be aimed at. Therefore, it is very important that you understand your target audience, so that you can tailor for their needs as much as possible.
Message
This is the copy that will be shown in the ad, it is what you’ll write in order to get people to click and interact with your paid search ad. Therefore, it is important to use targeted keywords and calls to actions as well as language and jargon which your target audience will understand. This will also help to make sure that you get relevant traffic to your site.
Cost & time
When planning a paid search marketing campaign, it is very important to go through the costs and timing of the campaign. When it comes to the costs of the campaign, it is important to have a budget in place, as this will help you to see and understand how much you’re willing and able to spend as well as the forecast results you might get if you later decide to spend more as this can affect the success of the search campaign. With the timing, you will need to understand the best times of the day to spend more on your paid search campaigns, for instance during busier periods of the year such as Christmas, you might decide to spend more on your paid search campaigns in order to capitalise on sales.
Available skills and resources
You will look at your available skills and resources when planning your paid search campaign, these can be the people in your team, equipment, financial backing and specific skillsets. By looking at your available skills and resources, you will be able to allocate your team members different roles such as project manager, content writer and quality assurance as well as identify areas where you have missing skillsets, you can then get someone externally to carry out that role.
Accessibility
Different use different devices to access content online, therefore when planning your paid search, it is important to make sure that it is easily accessible to different devices and also displays properly on them. It is also important to make sure that the ad is displayed properly on smaller handheld devices such as mobile phones and tablets.
Optimisation & competitors
Optimising your paid search means finding ways to improve to improve its effectiveness and return on investment, it is important to optimise your paid searches in order to get the best return on your investments. Furthermore, your competitors are other businesses in the same industry as you, who offer the same products or services. It is also important to keep an eye on them and what they’re doing so that you can keep improving you paid search ads. For instance, if your competitor increase their paid search ad in a particular area, you might also decide to do the same in order to capital on potential increase in new sales in that area.
