Word of the Week: Paid Search
In a crowded market, it is hard to beat the top players in the market to the front page of search results. A paid search strategy is the fastest and most efficient way to reach the top of the front page on search engines. In addition to being an effective way to reach the front page of search results, the benefit of using paid search campaigns is the ability to measure them. Using a system like Google Adwords, you are provided insight into what keywords are performing the best, which ones to further develop and which ones to retire. A full paid search campaign is easily leveraged out of a marketing automation system that provides integration with a paid search tool. Using a landing page for specific keywords, a separate form to track conversions on that keyword and the ability to see results and reports in one interface is ideal when running paid search campaigns. Although the name alone would suggest otherwise, paid search campaigns are cost effective in that you are only paying when a prospect clicks on your ad. Overall, marketers can benefit from gaining insight into what keywords their target audiences are responding to and developing relevant content and additional campaigns around those topics.