How easy is it to find your business online? Chances are your company doesn’t appear on the first page of search engine results organically, so have you considered a paid search campaign?
When executed correctly, and implemented alongside an effective SEO strategy, this kind of native ad can help drive traffic and conversions, according to Sensis group manager of media products Cam Pegg.
Paid search means an advert for your SME is displayed on the first search engine results page (SERP) that is generated when users search for specific keywords or phrases related to your products and services.
The fee you pay to rank on sponsored search listings is typically based on how many times the ad is viewed or clicked on.
If you are concerned you won’t see a return on investment, Pegg says there are a number of ways to test the effectiveness of paid search. To ensure your site is passing with flying colours, here are four top tips.
1. Cover the basics first
In order to track the incoming traffic from your search campaign, make sure you have implemented some form of website analytics and that your campaigns are properly tagged. With these fundamentals in place, you’ll be able to see how much traffic you’re getting from your ads and how well those visitors are converting.
2. Know your audience
Is your landing page attracting a large amount of traffic but not getting conversions? Consider the context within which your customers are most likely viewing your ad, and have an action-led landing page that matches that context and your campaign’s goals. For example, if you’re targeting mobile traffic, there’s no point in having a long form to fill out on your landing page.
3. Track phone calls
With the rise of mobile, ensure you are tracking your search engine marketing-driven calls as well as website traffic. Taking advantage of call tracking allows you to become more aware of how many phone calls your campaigns yield, and subsequently get a better understanding of your sales.
4. Assess your competition
Keep an eye on what your competitors are doing as this can help you identify new opportunities. Are they following paid search best practices? Have a good look at their webpages, landing pages and social media channels.