Interview with Jamie Smith, Engine Ready
Talked with Jamie Smith from Engine Ready recently (sorry about the spotty video. This was recorded on the fly with a flip and not our normal video crew). Anyway, here are the 4 components of a successful paid search strategy
Visibility
Make sure your campaign have visibility with your target audiences.
Ad creative
Ensure that you have the right keywords and that you’ve tested and are measuring the click through rates.
Continuity
You’ll be amazed how many times landing pages have no keyword continuity with the ad creative.
Conversion
Measure the conversions! Look at conversions by campaigns and dig deeper into what is generating the best results.
And make sure you measure these key performance indicators – impressions, click through rate and conversion rate.
So at the end of the day, these are pretty intuitive. Testing is obviously key and measuring by the hour! There are a lot of "haters" when it comes to paid search marketing. I think there is a time and place for a paid strategy especially when your organic strategy isn’t where it needs to be yet.
- Duncan Alney Facebook | Twitter | Naymz
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