What Makes Paid Search Programs Successful From Search To Conversion?

What Makes Paid Search Programs Successful From Search To Conversion?

October 10th, 2012

In an ideal world, search marketers should break down their paid search accounts by user intent, geo, language, device, and more… as long as they see some kind of gain targeting wise.

That all makes sense so far, except that you might end up with several thousands of campaigns, duplicate ad copies and keywords across those campaigns, etc., and gradually lose control over your paid search program.

More specifically, you might run into a scalability issue, which raises the following question: where is the middle ground between high resolution targeting and manageability of your paid search effort?

  • By Account, Campaign & Ad Group
  • Search vs. GDN
  • Brand vs. Non-Brand
  • Device Targeting
  • Geo Targeting
     

Addressing The Scalability Issue
Beyond the above segmentation possibilities, there are many other ways to break down your paid search program (by language, Google and Search Partners vs. Google only, by time zone for more granular hourly bids and more…), and search marketers will always run into some kind of scalability issue at some point.

In a nutshell, it is every search marketer’s role to draw the line between granularity and manageability. It depends on the resources available, the maturity of your program, and the platform you’re using.