Think your paid search campaign is the best it can be? I doubt it. Check out a few of these helpful tips for improving your search campaigns.
Contractual obligations. Be careful who you've locked yourself in with and don't tie your horse to the wrong cart. Be cautious of package deals from media holding companies.
Google default settings. These are great for improving reach but can be so broad that they hurt your targeting. Be sure to check default settings like “extended broad match” to achieve the right outcome for you right for you.
Not having a clear objective. If you don't know what you want to achieve from your paid search campaign, you can't develop a strategy.
Lack of internal tracking. If you don't track conversions and click paths, how do you know what's working? Tracking is essential for generating profitable campaigns.
Broken URLs. If your search advertising leads to a dead page, your click through rate is useless. Be sure to check every link and detail in your campaign.
Hopefully these tips have given you a few things to think about. You don't want to fall prey to the one tips we haven't told you to watch out for: Simply hoping your search problems go away on their own.
This post provided by Gerry Bavaro, a VP of client services at Didit. Reach him at gerry.bavaro@didit.com.
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