One channel. That’s all it takes to launch a successful paid search marketing campaign.
In fact, we’ve seen companies focus exclusively on a single channel for long periods of time and make it an extremely effective driver of audience and revenue.
Curious about how your company could do the same? Read on.
Choose a Channel
First, select a channel to focus on. We recommend starting with Google. It’s the world’s most-used search platform with a reach of 246 million unique visitors and 3.5 billion search queries per day.
Google paid search ads usually offer a very high return on investment. The company’s own research shows the average Google Adwords customer gets about 700% ROI from a paid search campaign.
Plus, Google makes paid search pretty easy to navigate, even if you’re a beginner. You can do it from your Google My Business account and keep an eye on the campaign from there.
Because this is a pay-per-click (PPC) style of advertising, you have complete control over the budget. Pay only when someone clicks to see more.
Launch an Optimized Landing Page
When you’re capturing leads, don’t just send all this valuable traffic to your website homepage. You’ll need a more customized approach to keep their interest.
A paid search campaign calls for a landing page where your audience can learn more about exactly what you’re offering. A landing page doesn’t have to be fancy, but it should use professional design principles, focus on your audience, and contain a clear call-to-action.
An optimized landing page goes beyond a basic landing page and speaks directly to your audience with specific SEO-friendly terms that dovetail with your overall marketing strategy. An optimized landing page can convert leads at rates up to 27.4%, compared to about 1% to 15% for a non-optimized page.
The more specific your landing page is to the niche audience you’re trying to reach, the more successful it will be at converting leads. So keep in mind the original search terms they entered to see your paid search ad in the first place.
Give it Some Time
Finally, when you’re launching a new paid search campaign that focuses on a single channel, we advise you to stay on-message and stick with it for a while. Don’t just do it for a couple of weeks and assume that’s as good as it gets.
Paid search campaigns take some time to build steam. Google needs time to see your offer, show it to more people, and help you create a steady flow of traffic. And as more people begin to rely on your content, your positive reputation with Google will continue to grow.
Creating a Paid Search Strategy
If you’re ready to launch a paid search program that focuses on a single channel, 11outof11 can help you do it effectively and on a reasonable budget. We’re a full-service online marketing agency with a talented team of experts.
Contact 11outof11 to start strategizing!