Paid Search, also known as Pay per Click (PPC), is more than simply bidding on keywords. Considered a guaranteed channel for seeking a positive return, paid search also comes with its challenges. Therefore it’s important to reinvent the way we do search, prompting us to think beyond the keyword and consider audience targeting.
Paid search is one of the oldest and most established of the paid media channels with its simple but quick to market advertising model. The channel, however, has become more complex with algorithms considering keyword and match type relevancy, site copy, landing page load times and the inclusion of Ad Extensions. All of this has led to the need to have a combination of automation, editorial management and experienced manual management to ensure advertisers get the very best return on their investment.
On being handed your search campaigns, the first thing is to optimise your existing strategy by finding new efficiencies and expanding structurally. Along with Greenlight’s ‘Efficiency Improvement Programme’ the optimisation team use the ‘best practice roadmap’ which contains over 40 actionable tasks including budget health checks, search query reports, cross negative checks and to keep costs down and your quality scores up.
CTR can be rapidly improved by cutting dead weight, reorganising structures & crafting new creative.
Quality score is improved through increased efficiency allowing better ranking, more visibility and reducing cost per click.
Restructuring allows budget to be concentrated and committed where it can best drive return.
The way we think, invest and manage display advertising has changed. With the introduction of Demand Site Platforms (DSP’s) ‘bringing buyers and sellers’ together via an electronic platform is now possible. The advertiser can now control the price you pay but in a real-time environment. Performance display, as we like to call it at Greenlight, is not only about using display as a branding tool but also showing value whether it be through engagement, increased brand interest or acquisition.
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