Identifying keywords & bidding
The first step in creating a paid search marketing campaign is to identify and select the keywords that will get you the best results and relate to your business. In Google AdWords, you can do a keyword search, where you can select the most popular and relevant keywords and then add them to your campaign. You will also see the bidding prices for each keyword, the more popular a keyword is, the higher the bid price is likely to be. When have finished selecting your keywords, you can then add your own bid amount for them, if you bid a higher amount then the more your ad will appear in search results.
Creating ads & creating a destination
The next step is to create your ad copy, as there are limited character spaces for your ad copy, it is important to maximise its effect by using language and words that will captivate your target audience. Then you’ll need to add a landing URL destination for your search ad, this is the page people will see when they click on your ad, therefore is to be relevant to your ad. If the search ad is for a product, then the landing destination should be a page about that product.
Evaluation
Once your paid search ad goes live, it is important to continually monitor is progress through regular tracking and analysis. By analysing and tracking its performance, you can streamline and optimise your paid search ad campaigns, increase your return on investments as well as cutback on areas that are performing poorly.
Keyword optimisation refinement
Once you have evaluated your search ad campaign, you can use Google’s keyword planner to optimise and refine your keywords. This tool will find new and more efficient keywords that are effective in search results but costs a lot less.
