How to Get the Most Out of Your Paid Search Marketing Campaign

Getting the most from your paid search campaign requires research, testing and monitoring. Kristi Hines walks through some methods to get the most of out your campaign. 
When you are embarking on a paid search marketing campaign with Google AdWords, you can’t go into it without a little know-how. If you do it wrong, then you’ll end up spending a lot of money without a lot of results. If you do it right, then you’ll end up getting a significant return on investment. In this post, we’re going to look at some key things you can do to ensure your Google AdWords success.



Keywords can make or break your paid search marketing campaign. The difference between getting a lot of clicks from customers and getting a lot of clicks from people just looking for more information is determining which keywords have commercial intent. Keywords with commercial intent are those that people use when they are ready to buy something. One way to judge whether a keyword has commercial intent is to run a search on Google for it to see what pages rank on the first page.


For example, lets say you are running ads for your local veterinary business. If you do a Google search for veterinary medicine, you’ll find the American Veterinary Medical Association, Wikipedia, and a lot of university courses on the first page of search results. This tells you that people searching for veterinary medicine are not looking for a vet for their pets. On the other hand, when you search veterinary clinic or animal hospital, you’ll find listings for the local veterinary clinics and animal hospitals in your area.


Google adwords1


You’ll also see a lot of local businesses using Google AdWords in the right column. This tells you that the keyword does have commercial intent that aligns with your business, and other competitors are finding it valuable to advertise with.

Another way to find keywords with commercial intent is to use the SEMrush tool. You can look up competitors who use Google AdWords and see what keywords they are targeting with their ads.


Google adwords2


Chances are, if your competitors are spending money on a keyword, it’s bringing them results. You can preview a few keywords as a free user, or sign up for a premium membership for a month to get more in-depth results.


One issue that new advertisers run into is not knowing how to properly format their ad for search. Fortunately, all you have to do to get a little inspiration is to look at the ads your competitors are running while researching keywords on Google.


Google adwords3


SEMrush also allows you to preview ads from your competitors.


Google adwords4


The live view of ads on Google itself can be more beneficial as you will be able to not only see the copy they use for the main ad, but you will also see the ad extensions they use to enhance the ad, which we will discuss in just a moment.

Send Visitors to a Conversion Optimised Landing Page

The biggest mistake many new advertisers make with their search marketing campaign is sending ad traffic to their homepage. To get the most ROI for your campaign, you will want to send your ad traffic to a page that is focused on conversions for the product or service you are advertising. Conversions can easily be lost if you send people to a generic homepage and make them have to search for the product or service you were advertising.


What you will want to do once you’ve determine what keywords you are targeting is to make sure you have a page on your website that is conversion-optimized for people searching for those keywords. You can follow this guide for landing page optimisation to ensure that visitors become leads and customers for your business.

So instead of sending them to this…


Google adwords5

Send them to this instead and watch your leads increase.

Google adwords6



If you want to make your Google search ad standout, then try adding an ad extension to it. This is simply one of Google AdWords options to enhance the information given to searchers when they come across your ad. You’ll find these options when you are setting up your ad campaign.


Google adwords7


You can find more details and examples of each ad extension in the Google AdWords Help section, including where each is available and what devices they can be shown on.


If you’re not sure which ones will work best for your business, again refer to your competitors who have ads for specific keywords in Google search results. You’ll easily be able to spot the local businesses who include their address and/or phone number with their ad, or the competitors with a large Google+ following who incorporate that number with their ad.


Last, but not least, monitor Google Analytics to ensure that your paid search traffic is actually converting. To do this, you will first need to set up Google Analytics goals. The easiest to use is the Destination goal type – you simply tell Google Analytics that when a visitor lands on a page such as your “thank you for submitting our contact form” or “thank you for making a purchase” that the visitor has completed a goal. Then, as you receive traffic from your Google AdWords campaign, you will see whether that traffic converts into leads and sales for your business.


Google adwords8


With the right integration, Google Analytics can help you determine which ad campaigns are performing the best, so you spend money only on the ones that boost your ROI. So be sure to set up your Google Analytics goals and link your AdWords account to Analytics prior to running your ad campaigns for the best results.


Related posts:

Kristi Hines is a freelance writer, professional blogger, and social media enthusiast. She has been featured on Social Media Examiner, Search Engine Watch, Search Engine Journal, KISSmetrics, Unbounce, iAcquire, CrazyEgg. Connect with Kristi on Facebook or Google+!