Search advertising works best when there is a sensible connection between what someone searches for, the advert they see and the page they reach. As campaigns develop, however, this connection can become less clear.
Broad targeting, irrelevant searches, outdated adverts or poorly organised keywords can make it harder to understand where your advertising budget is actually being used. Regular management gives you an opportunity to review those areas rather than simply leaving campaigns running unchanged.
A campaign can attract searches that are related to your offering but do not represent the type of customer you actually want. Reviewing search activity helps identify where targeting may need greater focus.
Search advertising should begin with the customer rather than the advertising platform. We look at the products or services you want to promote, the types of searches that matter to your business and what you want someone to do after visiting your website.
From there, the campaign can be reviewed across keywords, search terms, adverts, targeting and landing pages. This helps create a clearer connection between the search a person makes and the message they receive from your business.
The aim is not to add more keywords or make constant changes simply for the sake of activity. It is to understand the information coming from your campaigns and make considered adjustments where there is a clear reason to do so.
The strongest search campaigns are not simply collections of keywords. They are structured around the reasons people search and the information they need when deciding what to do next.
By looking at search terms, campaign structure, advert messaging and landing-page relevance together, you can develop a more considered approach to managing your paid search activity.
