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Optimize Your Budget & Local Paid Search With 3 Simple Steps

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Introduction

Paid search marketing is an inexpensive and achievable form of online marketing designed to connect your ads with searchers actively seeking what content one is providing. The smartest paid search marketing campaigns are pay-per-click, or PPC campaigns where a Manager puts up the ad of the client’s products and services and targets the segmented audience, who click on the ads for Information. Each click provides a sum or remuneration to the accountholder and creator of the ad and increases its presence in its domain. And so, with the right research and a few modifications, the paid search ads you place will actually end up earning you far more than it costs to place them.

One of the toughest situations for a PPC manager in paid search campaigns is optimizing an AdWords campaign that is limited by a daily budget . A small budget not only eliminates expansion opportunities, but can hinder the implementation of popular optimization techniques. There are various methods to optimize the paid search campaigns which are being utilized by a handful of successful PPC managers.

The Rules of Ad Ranking

Google’s PPC platform is called Google AdWords, which is actually designed to provide maximum Return On Investment to everyone involved in Paid Search Marketing.  The way it does this is by rewarding the most optimum, intelligently targeted and segmented pay-per-click campaigns by charging them less for ad clicks. So the more specific and useful your ads are, the better you’ll perform.

Every time a paid search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the capacity of their keyword bids.

Some Tips which can be followed to enhance the Paid Search Advertising are as follows:

1.) Target Search and Google Display Network campaigns separately

Advertising on the Google Display Network (GDN) is like putting up a billboard on the countryside: the information available is to a large number of internet users who may be interested in what the ad have to offer. Advertising on Google’s Search Engine is like hosting an information session voluntarily : the info is only available to those who actively search for it.

Performance of paid search advertising on the search engine will be drastically different than in the information session, and one would want to know how those advertising strategies performs. Same rationale applies to Search vs. GDN campaigns. By opting for Search campaigns out from the GDN, one can expect improvement in the following areas: Extending daily budget, CTR which will eventually increase the likelihood to convert that lead.

2.) Location Bid Adjustments

Location-Based Bid Adjustments Allow You To Manage Location Targeting with a finer print. It helps advertisers to analyze how paid search campaign is performing over a variety of different locations and accordingly then assign the budget . The first step in doing so is to set up location bid adjustments by adding the area you want to target. The second step is to bid on the targeted keywords in that particular area systematically. The software then asks the advertiser to increase or decrease the bid after analyzing the various keywords in different target locations.

Adjusting your bids based on the hour of day has long been a strong move for AdWords advertisers. This feature happens to be very useful especially for certain industries with an high influx in clicks at night or for other more generic industries that just thrive on phone calls and cold calling.

3.)  Audit Targeting at the Campaign level in Paid Searches

Only if your product is available throughout the world should one select the option otherwise go for the Targeted and selected option in the campaign This will enhance the efficiency of the paid searched ad as well as increase the CTR. Examples of such Ad campaigns are educational institutions set-up for a very discreet amount of students in a remote area.

More importantly, when taking on a new account, the perfect time to analyze your geographic settings is when the ads’ sizes and the limits are well researched and what would be the extent of outreach on the internet. And to make sure that you are running a sound and well organized geo-targeting strategy in your paid search campaign.

Google’s targeting options get as detailed as zip code, so once you’ve fixed the red-flags, take time to think about your strategies of paid search that have been implemented and utilized while the functionality of Geographic reporting in AdWords is being used to analyze traffic patterns.

Conclusion

All these tips will effectively improve and optimize your local paid search and allocation of your budget can be streamlined more efficiently in order to get higher Rate of Investment via your Ad Campaigns by reaching out to the targeted customers in a better and cost effective manner. By making this handful of improvements you will set the foundation for a successful PPC structure.

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