Optimized and maximized paid search campaigns can increase your visibility and lead to higher conversion rates. The following five paid search tips can all be implemented today to help improve your paid search performance amidst the ever-changing marketplace.
1. Get Granular With The Geotargeting Of Paid Search Campaigns
Getting granular with your paid search geographic targeting (GEOs) means structuring campaigns with a consideration of historic zip code and keyword performance.
At Digital Media Solutions (DMS), we always recommend zip targeting instead of radius, DMA, state or country targeting, because broad targets almost always include demographics that aren’t in your target audience, resulting in wasted money.
You should designate tiers, grouping your audiences based on historic zip code and keyword performance. Assign the most budget to the zip codes and keywords that have historically performed best, because these campaigns should attract prospects that hold the highest potential for converting. Daily campaign budgets should decline as you work your way down toward lower performing zip codes and keywords.
Digital Media Solutions is a leading provider of technology-enabled digital performance advertising solutions connecting consumers and advertisers. The DMS first-party data asset, proprietary technology, expansive digital media reach and data-driven processes help digital advertising clients de-risk their advertising spend while scaling their customer bases. Contact DMS today to learn more.
2. Implement Dayparting Of Paid Search Campaigns
Run paid search performance reports by hour of day to identify when your brand sees the most qualified and unqualified traffic. Your time zones must work in conjunction with your zip codes. If your campaign crosses over multiple time zones, break out your campaign by time zone for the most accurate view of your performance by hour and location. Then, check your data to make sure your campaign is getting the most out of its most active hours.
3. Leverage Google Custom Segments
Google custom segments allow advertisers to target specific segments across the Google network. Segments are based on keywords, URLs and apps selected by the advertiser, with Google displaying ads to people who have shown relevant interest.
Google regularly changes how they let advertisers manage their campaigns, and it can get confusing. But, when you work with the experts at DMS, you don’t need to worry about the changes Google is making. The DMS performance-based advertising solutions de-risk your media spend, giving you guaranteed ROI. Contact DMS today to learn more.
4. Add Spanish To Your Paid Search Campaign
If part of your brand’s demographic includes Spanish speakers, you can better target this audience with Spanish-language paid search campaigns. The Spanish market is often ignored in search campaigns, but it represents incredible potential. The volume of Spanish campaigns might not be comparable to the volume from the English market, but there is less competition for Spanish keywords, so Spanish campaign cost-per-clicks (CPCs) are typically much more affordable than English keyword CPCs.
If you launch a Spanish language paid search campaign, you’ll want to make sure you have a Spanish-language user experience mapped out. Contact DMS to discuss what a high-quality user experience, beginning with paid search and ending with conversions, should look and sound like.
5. Use Countdown Copy Within Paid Search Ads To Create Urgency
If your campaign revolves around a milestone date, countdown ad copy typically performs well, driving higher click-through and conversion rates. Countdown copy is set by using a formula in your ad copy that notifies Google of a start date and when the countdown should begin and end. As the milestone date approaches, the countdown appears within the paid search ad until the final run day, when the ad automatically stops serving.
Schedule your campaign to begin counting down 10 days out from the milestone date for maximum urgency.
Connect With Your Audience At Scale
Digital Media Solutions® (DMS) is a leading provider of technology-enabled digital performance advertising solutions connecting consumers and advertisers.
- Technology-enabled & data-driven digital performance advertising
- End-to-end digital performance advertising solutions
- A differentiated approach to driving results
- Performance-based digital advertising that de-risks media spend
The DMS first-party data asset, proprietary technology, expansive digital media reach and data-driven processes help digital advertising clients de-risk their advertising spend while scaling their customer bases.
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