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Use Optimal Marketing Strategy for Paid Search

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One very effective and optimal marketing strategy is to acquire new users through paid search (including Google Ads/AdWords, and/or BingAds), provided you have the budget to invest into your marketing acquisition plan.

When your website’s SEO i.e. organic ranking on Google and Bing aren’t ready, paid search is an alternative traffic source to let your target audience quickly find your business website.

When your website is getting some constant traffic and is getting new users added to your business at a normal pace, adding paid search to the mix can actually boost the pace of new user acquisition.

When starting to set up your paid search campaigns, follow the guidelines in the Google AdWords Optimization Checklist. The guidelines have included the setup phase and the optimization phase for your paid search advertising campaigns.

You will need to go through at least a simple keyword research process. Each product should have its own keywords that are relevant to them i.e. People would search certain keywords to get to your product pages. You will end up having a keyword list for a single product. For another product you will have another keyword list. You will continue to adjust the content in your keyword lists for each of your products. Google Keyword Planner is one of the keyword research tools that you may use.

You will review your keyword performance data. For example, in the Google Ads reports you will be able to view the performance of the keywords and their search queries. When you are setting up your SEO campaigns, you will re-use some of the keywords. Paid search can be an approach to research for your SEO keywords for later use (when you have it set up right).

Usually you would not send the paid search traffic directly to your blog pages. You are paying for each click that may land on your web pages, but may have left your website rather quickly. You want to send the click directly to a product page, or a page with a list of your best selling products. In some case, you would even create a specific landing page for a specific product on promotion, and have paid search traffic sent to the page. The reason behind is for better conversion rate.

When creating the landing page for paid search users, you should make all sentences easy to read. Think of the page as a simple book or a brochure. Keep it with 10 words per line. Use line breaks. If you aren’t happy with the text, come back a few times to re-write. Overall, keep it at 200 words for the entire page. When you’re selling a specific product on the page, you will display the benefits of buying the product, a few product photos and a big “buy now” button. The bottom line is to make it easy for anyone to consume the content of the page.

Give your page a user review section. User reviews are real comments/responses from the users (or rather customers) who have already bought and used your product. Their opinions to your product are very important to the people who are considering to buy your product.

If there is a contact form on your landing page where people would submit their information to subscribe to your service, you will have to also design a thank you page. This successful subscription is a second type of conversion i.e. lead conversion.

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