Feb 11
8
Are you targeting the entire universe of prospective customers via your paid search campaigns? If you are unsure, you’re not alone. There are many factors that go into running a successful paid search initiative, including mapping out the right account structure, performing extensive keyword research, building ad creative, crafting campaign landing pages, analyzing and optimizing campaigns based on analytics, etc. Paid search has definitely grown in complexity over the past several years, and innovation in SEM is not slowing down. It’s one of the reasons I’ve been performing more and more paid search audits recently . Similar to SEO audits, paid search audits enable you to understand the strengths, weaknesses, and opportunities across your SEM campaigns. Based on an audit, there are usually a number of items to address, including adjusting campaign settings, revamping account structure, refining keyword targeting, changing network targeting, etc. One extremely important part of an SEM audit includes analyzing a company’s keyword targeting, or reviewing the keywords a company is running to target prospective customers. In the current paid search environment, if you don’t target the right keywords, you’re missing huge opportunities to reach targeted users. And that directly impacts the effectiveness of your campaigns.
Originally posted here:
For Keyword Targeting in Paid Search, Beware The Galaxy Effect