Almost all business with a web presence have encountered or attempted paid search at some point. It can be an incredibly successful campaign, if executed effectively.
Paid search can help with SEO, grow an audience, raise brand awareness and funnel leads in a short period of time. The thing is that if you make mistakes, it will cost you in more ways than one. Google Adwords is one of the best and most effective paid search types around, but it can be tricky, and it certainly isn’t the only one. There are many ingenious paid search strategies that offer superior results but are somehow overlooked by many people.
Read on to find out about these widely successful paid search strategies that may actually get you better results and save you money at the same time. Since they are often overlooked or discounted by many people, the competition isn’t quite as fierce. It’s still there, but the playing field is a little more level.
Get More Traffic with Less Competition by Running a Bing Adwords Campaign
Yes, it sounds crazy and avid Google users may cringe a little, but that’s okay. Much of the traffic that you will get from your Bing Adwords campaign will be of higher quality which is your first incentive. Second, 30 percent or more of the United States search traffic uses Bing, which means there is plenty of opportunity. The cost per click for most keywords is typically lower as well, which means it will save you money. If you have been passing on a Bing Adwords campaign, then you can safely assume most of your competitors did as well. Now is a good time to jump in and scoop up all that traffic. If you are an avid Googler, that’s alright. You can still create and optimize your content on Google, then just copy and paste it over to Bing. Bing users offer a higher CTR as well, so you can’t really go wrong.
Use RSLA and Remarketing to Convert Past and Returning Users
Remarketing is targeting users who may have visited your website in the past 30 days but left without converting or filling out any forms. RSLA stands for ‘retargeting lists for search ads’ so its basically the same thing but it means that you will target those visitors when they are searching for keywords in your campaign. This gives you a much higher chance that they will convert. You’ll need to use your Google Adwords or Analytics account to create remarketing lists, but it isn’t difficult. Once you have created your lists, you can ad them to your current campaigns with a bid adjustment. This just means that you bid a little higher on those specific users since they have a higher chance of converting. Since they are more valuable leads, you can also create a completely different campaign just to target those returning users. It is time consuming, but it is a great strategy. It gives you a lot more control over your budget split and allows you to basically double your campaigns.
Use Negative Retargeting Lists for Efficient Ad Spend
As previously stated, retargeted leads are more valuable since they have a higher chance of converting. It only stands to reason that they will cost a little more. However, there is a way to advertise to them efficiently and recoup some of the marketing budget spent targeting them. Negative retargeting lists help you ensure that the right people are seeing your ads and you are not wasting valuable advertising dollars on people who aren’t really interested. It is as easy as creating an audience in your account and then excluding them from your ad groups. For instance, people who visit the ‘jobs’ page probably don’t have the extra capital to become customers so there is no reason to waste money advertising to them. You can also reverse this strategy and spend a little more on people who have taken the time to actually view an offer or look at the price page. You can separate people by the pages they visit and place them in different retargeting ad groups to maximize results.
Make a Cost-Effective Position in The SERPs Your Top Priority
Many businesses automatically strive to be number one and rank higher than competitors in the search results. There is certainly nothing wrong with that; it is a natural competitive instinct. However, it may not be cost-effective, and it certainly won’t maximize your advertising budget. Acquiring the number one position requires a much higher bid than the others, so you will automatically pay more. Since people often click on the first thing they see when they are searching for something, you’ll most likely end up with a ton of irrelevant clicks that you must pay for. This is the best way to throw your advertising budget out the window. Instead, take the time to analyze your account results in different positions and see which position is most effective. Look in terms of volume compared to price and see which position maximizes your marketing budget while meeting your goals. You’ll find that most of the time it is not the number one position. The goal should be to get as many high-quality leads or conversions as possible with the smallest amount of ad spend. It really doesn’t matter who is in the number one spot. Let your competitors pay for all those irrelevant clicks while you perfect your strategy.
These four paid search strategies are widely successful and often overlooked. This means less competition and more opportunity for you!
Take the time to maximize your marketing budget by working smart and you will see the increase in your revenues and conversions. Google Adwords is great, but it isn’t the only successful paid search strategy. Run a Bing Adwords campaign, use RSLA and negative retargeting lists for efficient ad spend and shoot for the most cost-effective position in the SERPs. Expand your possibilities by being creative and efficient with your marketing campaign and you will see incredible results.