A Short Guide to Paid Search Management

Paid search management is the most significant and essential part of our work. But why? Because it means we can create new and oversee existing paid search strategies and manage budgets to ensure, campaigns are working efficiently and meeting KPIs.

Our paid team has put together a short guide to paid search management, which includes its importance, what it involves and how it can help boost ad performance and maximise results.

The Importance of Paid Search Management

Managing paid search campaigns is essential, as we need to ensure we’re not wasting budgets, targeting the right people and optimising ad campaigns – this is crucial. Optimisation is vital for managing paid search campaigns, as it refines targeting and budgets to maximise performance while enhancing other metrics, including ROI. Whilst also being a great driver of revenue, sales and leads, we often incorporate paid search into a lot of high funnel activity, or the ‘See’ stage within the See, Think, Do, Care framework.

With effective paid search management, we can A/B split test ads from headlines, descriptions and visuals to target audiences and platforms. While this should be part of the overall paid search strategy, as you need to gather enough information to target audiences and use the budget wisely and effectively, it’s good to explore untouched areas for the opportunity to grow your business further. Also, testing out different ad copy helps define the tone of voice. Understanding what works and what doesn’t mean you can educate clients and ensure the ad campaigns are running efficiently to maximise performance.

Data-driven decisions are essential to achieving KPIs, and sometimes, you need to move outside of your comfort zone to get results. Sticking to the same plan that isn’t working with data to back it up isn’t good paid search management. Managing ad campaigns often involves restructuring the account. If we identify flaws, we need to rectify them. Otherwise, you’re spending budget will deteriorate quickly with no return.

Much work is involved with managing paid search campaigns, so it’s crucial to let an expert handle it and make informed decisions based on the data and business KPIs.

Paid Search Management Wrap Up – What’s Included

We’ve mentioned a few things in managing paid search accounts, but here’s what’s typically involved.

  • Ad spend & budgets
  • Campaign optimisation
  • Account buildout
  • Account restructure
  • Audience targeting/ refining
  • A/B testing
  • Campaign reporting
  • Ad copy
  • Competitor analysis
  • Keyword research
  • Bidding

All of the above helps to build out a strong paid search account and campaigns that generate results while identifying opportunities – you’ll notice we’ve used this phrase a lot, but effective paid search management opens up prospects that can capture a wider audience, expand the keyword targeting pool and increase revenue.

The Benefits of Paid Search Management

Paid search management has many benefits, and our paid media team takes great pride in their work to ensure your ad campaigns are performing well. Without paid search management, your campaigns might not reach their full potential, or they’ll continue to underperform. Assessing why ads are disapproved or not generating any results is essential.

“Paid search management is one of the fastest ways to get to the top of the search engine results page for key terms you want your business to show for. It is also fundamental to provide information about your products or services to your target audience at different stages of the funnel. For this reason, paid search campaigns are an essential part of your digital marketing strategy, and it’s something we would always recommend.” – Melissa, Senior Paid Media Consultant

Also, managing paid search campaigns means identifying opportunities and gaps in the market. If an opportunity arises and it’s beneficial to the business, then it’s worth exploring, as it could result in a higher ROI, more website visits and conversions before a competitor moves in. This is where A/B testing and additional research come into play.

Having an expert manage your paid search account means there’s less reliance on calling Google’s hot desk number for advice (we know how excruciating that can be!), speeding things up. It all comes down to account efficiency; if it’s performing well, your business will reap the benefits.

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If you need help managing your paid search account, contact PushON today, and our paid media team will be more than happy to assist.