Category

Paid Search

paid search strategy

How to audit your paid search strategy and make sure you’re not wasting money

By Audience Insights, Data, Paid Search

Let’s talk about a free paid search audit. You know that paid search is vital to finding your next customer. And you’re familiar with the essentials of doing it right. But you still have specific questions about your paid search account and whether you’re capturing as many customers as possible with the budget at your disposal. Are you reaching the right people? Are your campaigns as targeted as possible? Where are you wasting valuable marketing…

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keyword strategy

Here’s how to use the single-keyword ad group strategy

By Multi-Channel, Paid Search

Though there are many different ways to approach structuring your paid search account, one approach stands out from the rest: single-keyword ad groups. Previously, we’ve talked about what exactly paid search is, and the essentials of doing it the right way. Now, we’re going to focus on the single-keyword ad group strategy. In short, single keyword ad groups create a one-to-one relationship between the keyword being searched and the ad copy that is eligible to…

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what is paid search

Let’s talk about what paid search is (and what it isn’t)

By Multi-Channel, Paid Search, People-Based Marketing

Paid search, SEM, and SEO are three different things that have, over time, become entangled and mischaracterized in the digital marketing conversation. SEO was previously considered a component of SEM. But doing SEM didn’t always mean SEO was a part of the effort. But when it was, SEM was paid search + SEO. Confused yet? Probably. Because it’s confusing. (And needlessly so.) So let’s clarify some things. For the purposes of this article, we’re going…

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how should i do paid search

Six essentials to doing paid search the right way

By Paid Search, People-Based Marketing, Targeting

Let’s assume for a moment that you’re not running a paid search marketing campaign for yourself or a client. But you’re doing some other things very well, especially at the top of the funnel. You’ve built an audience and are running highly-successful display campaigns. You’re killing it on Facebook. Ditto for email. Things are running on (almost) all cylinders. Your creative is great. Your team is happy. Your boss is impressed. Because of all of…

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