Every small business wants to understand Adwords Paid Search and it is generally where all small businesses now put their focus in their Marketing Budget. Although Paid Search, looks simple and straight forward it is not. Here are some things that are important before you begin a new Paid Search campaign!
Keywords: Spend more than a few minutes figuring out your keyword because this part is much more important than you can imagine. A good place to start would be to come up with basic search terms that summarize your business or website and then branch out under your basic categories. You also need to think from the perspective of your customer. There are brands who use keywords that are too technical and are not the first thing their customer would be searching, as they would not think that way. The customer will be not be broad in there search, but nor will they be super detailed.
I know it is hard to not view keyword selection in terms of just search volume v. competition. Although those are big priorities, always keep your focus on the relevance of the word. A high volume searches won’t do you good if they are not highly qualified leads — it just means they most likely won’t convert. So, be specific and not too technical (unless that’s your product!)
Bidding: First things first, please don’t let Google set your bids. It is not because they aren’t honest, they wouldn’t try to do anything crooked with your money if they wanted to keep you as a customer. According to the algorithms, bidding is not easy. Google guesses in lower volume keywords because the data isn’t significant enough so what we recommend you do is manage the bids yourself! For more about bidding, just watch this Google tutorial!
Data: Paid Search is something you have to constantly monitor and this also means you have to test too! You should test keywords, bidding, creative, and geo-location targeting too. When you gather enough data for a judgement call — then you optimize! The data always will be your best indicator of what to do next and how efficient your campaign can be.