In reality no one, agency, individual, or even Google can guarantee performance in paid search. However, with a proper paid search methodology there is a higher chance for success through analysis and optimization.
I’ve been iterating on a step-by-step guide to help clients, co-workers, and teams improve their ability to understand how to effectively manage a paid search account.
What does the best paid search methodology look like?
The Paid Search Methodology
Best Google Ads Management
- Account Structure
Create a comprehensive and KPI driven account structure.
- Keyword Research
Conduct thorough keyword research that captures all stages of your consumer’s journey
- Budget Management & Analysis
Upon launch observe your spend closely and ensure even spend across the live campaigns.
- Search Query Mine
The most effective way to ensure you are bidding on keywords that are relevant to your business. Analyze the search terms on the keywords you are bidding to add negative keywords that do not perform.
Begin by testing Ad Copy and bid modifications that will in turn drive an optimal “mix” that reaches the business goals.
- Consistent Execution
It is very important that production tasks are done consistently to ensure efficient spend and performance.
At a glance this may seem like a daunting amount of detail.
I’ve observed that the majority of people who are not familiar with search engine marketing tend to neglect the detail that goes into managing an account.
The leads to poor performance and unrealistic expectations.
It is important that transparency and understanding the data at a deep level is practiced in order to better manage expectation with your team and stakeholders.
There is no such thing as overnight success with paid search but the more an account is actively managed the higher the chance for success.
Common Paid Search Issues
Here are the most common issues we see with businesses who have begin to invest in search engine marketing.
We also have found some businesses are reluctant to start because they do not have a clear understanding of the process.
Here are questions I usually receive and potential answers that could help get your account on the right foot.
Begin by analyzing your current keyword search terms. You can easily add negative keywords to prevent bidding on irrelevant search queries.
Evaluate your existing keyword performance and begin to identify the key drivers of your account. Once you have identified these you can begin to better identify whether additional budget, keywords, or targeting are needed to capture more demand.
Although quality score may seem like a “black box” to understand, you can improve quality score drastically by ensuring you include you keyword in the ad copy and landing page destination.
Production Task Schedule
Production tasks are workflow tasks that over time will improve the overall performance of an account.
The schedule will help hold teammates accountable to complete these tasks routinely.
Examples of production tasks:
- Search Query Mining
- Low Search Volume Audits
- Campaign Setting Audits
- Quality Score Audits
- CPA Analysis
- Day Parting Analysis
These tasks should be completed at a different cadence.
This schedule will depend on the overall size of the account and may sometimes vary from weekly, bi-weekly, and monthly.
Without hustle, talent will only carry you so far.Gary Vaynerchuk
If you want to learn more about how to actively manage your paid search account contact us today!
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