Paid Search Advertising can be a sinkhole for your ad budget or a unique opportunity to learn about your prospect, align your products with how they are searching, and drive massive growth. The results depend entirely on how you approach it, your strategy, and execution.
Approach
If you approach Paid Search with an ROI focus only, there is a good chance you’ll find it too competitive, or will end up investing in mostly branded search terms. We treat Paid Search as an opportunity to learn about and align with our clients target audience. This shift in approach sets our clients up for long term success; both within the paid search channel, and beyond.
Strategy
At Quiet Owl, we believe in using the power of Google’s smart campaigns, but not at the expense of losing insight into the customer journey. We strive to balance the power of automation with careful oversight. While Google is advocating for turning over more control of campaigns to them, we’re an advocate, on behalf of our clients, for tighter campaign control and transparency. We help our clients strike a balance between control and automation.
Execution
What we DON’T do:
a) Set it and forget it smart campaigns.
b) Dynamic Search Ads only.
c) Write a few ads for a group of similar keywords.
d) Let Google write ad copy for you.
e) Send all ad traffic to the same landing page.
Instead, we:
a) Build Single Keyword Ad Groups
b) Create keyword relevant landing pages
b) Set device level bid modifiers
c) Set audience level bid modifiers
d) Set geographic level bid modifiers
e) Set demographic level bid modifiers
f) Provide detailed reporting with recommendations
g) Perform weekly search term audits and refine negative keyword lists
