Execution: Practices to Improve Effectiveness of Search Advertising

Good execution depends on reliable and efficient processes. In the context of search advertising, these processes/guidelines, most of which have been covered in detail in prior sections, include:

  • Target: Marketers need to segment their markets and differentiate their products. They need to develop distinct landing pages and advertisements that target each of their customer segments and personas from a number of different angles. Central to their search targeting strategy is the choice of the right keywords.
  • Keyword Research: As emphasized repeatedly, keywords are the key to success for search. Conducting thorough keyword research through tools such as Google Ads Keyword Planner is crucial to the success of a search advertising programme.
  • Placing Keywords: To improve the effectiveness of search advertising, as also the ad quality scores, the researched and carefully selected keywords need to be optimally weaved into the ad content, as well as the web pages.
  • Call-to-actions: It helps to link ads to the web pages with call-to-actions that are most relevant to the targeted prospects, so that once they land, prospects encouraged to continue their journey down the digital marketing funnel.
  • Time-specific elements: Elements such as time-specific discounts and promotions, instil a sense of urgency and are therefore likely to improve the impact of search advertising.
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