Paid search plays a vital role in customer acquisition for many organizations. With its utility in both lead generation and e-Commerce, paid search can become your most valuable marketing/sales channel if set up properly using best-practices and a coherent strategy. However, if designed poorly without regard to best-practices, it can leave you with a big bill and little to show for it.
There are a number of complexities and nuances within paid search, so consulting with or hiring an expert is a must. And though the importance of getting a paid search professional on board cannot be stressed enough, there are a number of actions that can be taken to help improve any paid search campaign.
This guide outlines two roadmaps, each of which is designed to improve the performance of your paid search account. Your account’s current state of health, however, will determine which of the two paths to take:
- Help! Save Our Account! – If you’ve recently inherited an account in rough shape or your account is not performing up to par, you should take the actions that will have the greatest impact first, putting your account on the road to long-term success.
- We’re Good, Let’s Get Better – If the account in question is in relatively stable condition, you should consider steps that can be implemented as quickly as possible without “rocking the boat” too much.
This guide is a must-read for anyone looking to improve their paid search account, regardless of whether your account needs a complete overhaul or simply a minor touchup. Click here to download the guide.