Applying Paid Search Optimization Techniques Beyond the Search Engine Results Page
There are also less obvious similarities. For example, using paid search campaign structure best practices to boost Twitter followers via Promoted Accounts, which enable advertisers to recommend their account to particular Twitter users who may be interested in following them. For an advertiser’s account to be recommended, the advertiser targets Twitter users via keywords and bids on a cost-per-follower (CPF) basis. One of Performics’ clients sought to use Promoted Accounts to increase followers at a low CPF.
Borrowing from paid search, Performics restructured and relaunched the client’s Promoted Accounts campaign. We increased the account’s size from one campaign to 11 campaigns to include more granular, demographically relevant keywords. Like in paid search, more targeted keywords caused Twitter’s algorithm to recommend our client’s account to a more relevant Twitter audience. Post-optimization, the client achieved a 1,473 percent increase in followers at a 69 percent decrease in CPF.
Search will surely continue to evolve well beyond typing keywords in a search box (think asking Siri to find you an answer or using a mobile augmented reality app to see product reviews while walking through a store). Notwithstanding this evolution, time-tested paid search optimization techniques relentlessly focused on structuring campaigns to deliver the most relevant audiences at the lowest cost will always drive performance.