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7 Ways to Save and Make Money in Paid Search

January 29, 2014 By Arnold Sandoval
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For nearly all of the 273.8 million North American Internet users looking for anything online, the first stop is a search engine. Because search engines are visited so frequently by online users, paid search now accounts for nearly 25 percent of the average online marketing budget. With such a large share of the budget, it is more crucial than ever to make sure your business isn't wasting hundreds or thousands of dollars each month on missed opportunities or inefficiencies. Focusing on the "seven pillars" of paid search marketing will help ensure the highest return on your investment. These seven pillars listed below offer direct marketers a transparent view of each paid search campaign's effectiveness.

1. Tracking

It's critical to first understand exactly what's being tracked and what you're missing. Are all revenue events being tracked, including phone calls, chats and in-store sales? What's your attribution model: first click, last click or weighted? Are all expenses being assessed, including sales operations and cost of goods sold? Answering and defining critical questions like these are paramount to the success of your campaign.

2. Media Weight
The next step is to determine how well the budget is used across the different campaigns. Did the top-performing campaigns and keywords receive maximum exposure, or were they limited by low bids and capped budgets? Ensuring your top-performing campaigns are running at maximum visibility is a great way to ensure results are being maximized. A good place to begin this analysis is a "Lost Impression Share (IS) to Budget Report." This report uncovers campaigns that were turned off during the month due to budget. If any of your top campaigns are in this report, this is an easy place to start improving your results.

3. Quality Score
Direct marketers know there can be tremendous variance in what an advertiser is charged per click based on their quality score, which is essentially an algorithm that determines how relevant your ad/landing page is for a given keyword. The less relevant, the more you have to pay per click; the more relevant, the lower the cost per click. Advertisers create more relevant listings for their best keywords and are rewarded with a better cost per click. In order to isolate quality scores that are low or trending down, you can download a quality score report from the search engine. Improving quality scores is all about relevancy, creating hyper-targeted ads that resonate with the targeted user and providing users with rich and targeted landing pages.

 

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FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

SPONSORED CONTENT

MORE ON SEARCH >>

FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

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