It’s not every day that a new marketing method gets invented, and it’s most certainly not every day that you get a marketing toolbelt laid out in front of you that actually works. Thanks to the advent of the Internet, though, you have a variety of marketing methods to take advantage of, including options that are proving to be far more effective than traditional marketing tactics from the past. For now, let’s take a look at paid search marketing.
You Need to Consolidate Paid Search Efforts
The number one thing you need to keep in mind when taking advantage of paid search is to maintain all of your paid search efforts in one account. You don’t want a bunch of different paid search accounts because this makes it nearly impossible to gauge campaign effectiveness. Fortunately, even if you have more than one campaign going at any given time, they can be consolidated into one account, each with their own detailed budget outline and customized settings; this allows you to easily target your paid search efforts according to geolocation specifics, which is essential in being able to accurately target audiences based across the country or the world.
Paid Search and Inbound Marketing Go Hand In Hand
It is also important to remember that your inbound marketing efforts and paid search efforts can either kill each other or boost each other’s effectiveness. You must integrate the two together in a cohesive manner, adjusting your budget on a regular basis. Still yet, it is highly advised that you spend the majority of your marketing budget on inbound marketing efforts, and once you see a positive ROI, you can then spend money left over on outbound paid search tactics.
It’s All About the Keywords
Just the same as inbound marketing is focused on keyword usage, so is paid search. You must identify valuable keywords that directly relate to the products and services you are selling and then you must use these as the foundation of your paid search campaign. If you are taking over a paid search account that is already in place, you will want to run search term reports to determine which keywords are attracting the most traffic. You can easily keep these keywords and weed out the ones that are proving to be of no value.
Target the Right Audiences
Lastly, paid search allows you to target audiences who are already interested in the products and services you offer even if they don’t realize they are interested in them. For example, if you were to use Facebook advertising in your paid search efforts, you can attract the attention of consumers who are already following the profiles of your competitors. If they are following your competitors, then you need to show them what you have to offer and why they need to do business with you. Paid advertising helps you get their attention and persuade them to buy from you rather than your competitors.