PPC Management- Successfully Leveraging Paid Search During the Experience Phase

MAKE IT EASY

Customers looking for help with your product will often turn to a search engine instead of your web site.

Make sure that customers can easily find the right information:

• Run paid search ads for every product or service you sell.
• Use specific product names and numbers
• Link the ads to the product page or appropriate support page on your site.

This will also help when customers are searching for related products.

LOOK BACK AND LEARN

Optimize your future B2B Paid Search campaigns by using the data collected from all of your customers’ journeys to see how and where Paid Search played a role. For example, what were prospects searching for and what ads did they click on at different phases. Step back, evaluate all the things that led to a purchase and identify behaviors worth segmenting in your Paid Search campaign. This is also the time to develop and refine algorithmic solutions based upon the signals that define keyword performance.

Algorithmic optimization ensures that you’re not over or underpaying for valuable keyword queries. No keyword bid should not be without strong historical data that vets the value of the query in the larger customer journey. With enough data in hand, you can start morphing the entire bid strategy towards an algorithm that is data driven.