digital marketing strategy: paid search
TRANSCRIPT
PAID SEARCH
digital marketing strategy
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CUSTOMER
digital marketing funnel
LEADUSERCONSUMER
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integrated (digital) marketing
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digital marketing channels
REFERRALS
PUBLIC RELATIONS
DIRECT MARKETING
SOCIAL MEDIA
ORGANIC SEARCH
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6PAID SEARCH
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why paid search?...because it’s awesome.
1) SPECIFIC TARGETING2) INEXPENSIVE3) HUGE REACH
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paid search strategy
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optimization cycleProcess for manifestation and optimization of a digital marketing strategy.
step 1: research
1) GOOGLE KEYWORD PLANNER2) WORDSTREAM3) SPYFU
The number one key mistake new marketers make is not spending enough
time on keyword research.
research tools
1) LOW COMPETITION2) HIGH SEARCH VOLUME3) LOW PRICE4) RELEVANCE
things to look for
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step 2: plan 1) ACCOUNT STRUCTURE
2) TARGETING3) BUDGETING4) TRACKING5) MESSAGINGThe quickest way to lose money in paid
search advertising is poor planning.
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step 3: produce
1) KEYWORD RELEVANCE2) ONE KEY SELLING POINT3) CALL TO ACTION
Production is not implementation. Create your account in a paused environment and test everything before launching.
ad copy
1) KEYWORD RELEVANCE2) MATCHING CALL TO ACTION3) RESPONSIVE/USER FRIENDLY
landing pages
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PRESS PLAY.
step 4: implement
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step 5: measure
1) HOW MANY USERS CONVERTED INTO LEADS?
2) HOW MANY LEADS CONVERTED INTO CUSTOMERS?
3) WHAT CAMPAIGNS, ADGROUPS, AND KEYWORDS PRODUCED THE CONVERSIONS?
It takes time to collect sufficient data to accurately measure your results. Be
patient.
conversion tracking
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