Many times, people active in the field of search engine optimization are busy optimizing themselves every day and do not pay attention to the main issues. Things like checking keywords, changing budgets and prices, and rechecking ads sometimes take too much time, leaving no time to review issues related to your overall business goals. If you only reevaluate your strategic plans when your site’s performance suffers, it’s time to change your priorities.
Now we’re going to cover three main areas for improving paid search results:
A review of paid search methods compared to organic search
Repetition: twice a year
Questions to be answered:
- What is the real value of the branding campaign for our business?
- Should we run these brand advertising campaigns?
If your paid and organic search methods don’t correlate well enough, change them immediately. These search programs should be integrated into your marketing mix as much as possible. Unfortunately, in many organizations, SEO and data teams and paid search teams work separately and do not coordinate with each other at all. The CPC team sets prices based on brand terms and allocates budgets based on brand performance to increase conversion rates while SEO teams complain about declining traffic and conversion rates. It seems like a familiar topic, isn’t it?
There are many reasons to implement and maintain paid search programs for brands; Competition, advertising highlights, controlling messaging, creating target users, etc. Despite the fact that all these reasons indicate the need for advertising programs for the brand, this protest question is always raised what if brands can reach a high rank organically and the competition in the field in question is low?
Of course, this question cannot be answered easily, but if we can spend time and energy investigating these issues, we can determine that in the areas where the use of organic search is better, advertising also leads to an increase or decrease in the ability Site conversion (turning visitors into customers). Using paid search alongside the organic search for brand advertising can provide more detail. If we can discover more details in this field, such as using brand advertising campaigns in situations where there is competition in the SERPs and the organic rank is greater than X, or when the ROI of paid searches is less than X, we can Automated ROI improvement methods used.
Whether or not to run paid ads for a brand should be a team decision, and in this context, all data on paid and organic search revenues and costs should be considered.
You should also make sure that stakeholders understand that when the ROI of the paid search may appear to decrease, the overall ROI of the business is expected to increase by x%, or sometimes budgets can be increased. Allocated for more development opportunities.
Examining budget allocation models
Repetition: once every three months, or in special events such as the presentation of new products or when new marketing channels or new facilities are provided to customers.
Questions to be answered:
- How can this paid search help your customers? How about your organization?
- How can each of the marketing channels, advertising, and search methods affect the conversion ability of your site?
- How do paid advertising efforts affect organic search and direct search? How do these activities affect communication channels?
Allocation of budget and resources for internet marketing is often misunderstood because the process is very complicated in most organizations. Different contact methods for users, integration of different marketing channels, different metrics, sales cycles, and customer journeys all make it difficult for stakeholders to easily understand the value of a channel or campaign.
Of course, in many cases, people use the last click analysis method (that is, you only analyze the customer’s last click before making a purchase to find out which marketing channel they bought from your site ) because this method, is the easiest way for popular products and PPC managers are very confident about this method, but we do not agree with this very much.
The problem is that this simple method can give us information at the level of marketing and business channels. If we only use this model, we only see a part of the complete path of customers and sources of income, and it makes us no longer pay attention to programs or advertisements that have increased conversion rates and ROI. Appropriate allocation modeling involves testing models that enable you to evaluate other values or correct values in your own activities and efforts.
Now that we understand the importance of different allocation models for business, we can determine which type of these models will work best for our organization. Do you use marketing channel models? What about analytics platforms? What about utilities? The answer to these questions is unique for each industry or organization.
To begin with, it is possible to determine whether the purpose of the organization is useful and effective. With this mentality, it is possible to examine the single-communication or multi-communication allocation models in detail (the single-communication or multi-communication model refers to the fact that, for example, the user can reach the target product through only one communication path or several ways).
Single communication allocation models include primary communication models or the final communication method; If you want to check the sales growth or the impact of the final click (effectiveness of the marketing method), these models can be very useful. But in practice, the final click method ignores many issues and does not check the communication channels before converting the user to the final customer. For this reason, Google does not pay much attention to the last-click method, so many businesses have to abandon this method.
Methods that consider multiple communication pathways can provide many more perspectives. Linear, data-driven, location-based, time-weighted, or algorithmic models of attribution are inherently less focused on direct response or the final click, so they can help us better value branding and customer value. Let’s explore more precisely.
Choosing the right allocation model for the organization should be an iterative process. In many cases, we use multiple models to answer different questions for assignment issues. When your organization uses an allocation model or a specific model for marketing, you use this idea to optimize your organization from start to finish.
From the budgeting process to managing pricing, your optimizations will use the data obtained from these models. But the good news for you is that it is never too late to evaluate and experiment. Trial and error tests of multiple different models and available metrics will ultimately enable you to make informed decisions for your investments.
With Aimclear, we’ve seen how choosing the right model can lead to massive budget increases because the value created with the right model is so obvious, and that’s great for CMOs and paid search managers, and the like.
Evaluating the scalability of paid search accounts
Repetition: monthly, quarterly, and annually
Questions to be answered:
- Do the current structures of paid search programs support the desired scale and growth?
- Can we maintain and improve ROI according to target scales?
- Are the existing structures in line with the objectives?
When evaluating the growth rate of marketing channels regardless of ROI, paid search account structures, ad programs, and ad groups are all strong structures. As long as Google has influence in the Internet business, there will be opportunities to expand (ie spend more money).
Anyone can add new keywords or new networks to their marketing package to increase the volume of their marketing activity, but determining the scale of work strategically and based on predictions made to improve performance will Active teams in the field of search engines always play an important role.
Reviewing the activities of PPC teams and stakeholders to align activities with overall goals and KPIs is always the first step to ensuring that your structures support economic growth. Does Targeting support cost per conversion (CPA)? What about Marketing Qualified Leads (MQL)? What about ROAS? Aligning (or resetting) goals helps us to define strategic plans and investments for our next move.
In B2B industries, negotiations during the evaluation period can create a separation between sales and marketing, as the roles and responsibilities of different departments are redefined. This can lead to comparing the performance of marketing teams based on benchmarks and end goals, while perhaps marketing teams should not be held accountable for end results and events when sales teams take responsibility for the work.
Regardless of whether the marketing teams have a role and responsibility for the final result during the activities of the sales teams or not, it should be noted that marketing definitely has a continuous effect on sales (that is, the steps before converting a user into a final customer). , preparing clients, or changing goals).
Another important point is that if you remove the bottom-line business criteria from the scope of the search team, they cannot complete their work effectively. In the beginning, CPA involves the initial investment, but what about when there are different products with different sales cycles and different margins? With the ultimate measure in mind, higher CPAs can provide more detailed information in different areas regarding a specific product or compare the ROI of a product to the overall ROI.
Once the goals are defined, the search team’s plan for cost-effective capacity comes into play. Effective spending capacity is actually the amount of budget that an account or set of keywords can spend with a specific CPA goal in mind. We found that grouping keywords in levels A, B, C, and D can help us determine whether the specified goals are met or not.
It is more cost-effective to group keywords through keywords that offer the lowest CPA and the highest ROI. Although it is not always possible to fully use the funds for these areas and increase the efficiency of the funds, you will see that with this method, the capital can be spent effectively. Then we can introduce exploratory keywords at levels C and D and optimize them.
Understanding existing capacities in relation to effective spending capacity can help us to explain the relationship between budget spending and budget efficiency in accounts because the growth of accounts essentially indicates an increase in effective spending capacity.
Finally, evaluating the actual structure or segmentation of advertising programs plays a very important role in improving ROI. Advertising programs that have different sections can personalize these sales channels, but usually, these various sections do not have enough capacity for the desired information flow. Ultimately, search teams must decide whether it is better to pursue performance with less awareness for a shorter period of time or to make fewer decisions over a longer period to gain more data. In competitive and changing industries, waiting too long can be harmful and cause companies to suffer.
At the highest level, we need to make sure that ad groups, campaigns, and accounts are all structured to support defined goals, budgets, and metrics. The more data that comes from ad programs, the smarter the results are from PPC teams and ad channel optimization algorithms.
Reassessing and challenging current practices is not always easy, but it creates innovation and continuous growth. After a few timed reviews, you may find that the required changes decrease.
But you should always have a regular plan to evaluate your plans as a whole. Determining when to reevaluate methods is only half the battle for large organizations, and further, search teams can use these evaluations to determine how and when improvements can be made in the organization in a structured way. did