Paid Search Marketing : An Expert's Approach

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Paid Search Marketing  : An Expert's Approach

” Over the last 5 years, what do you believe has been the major evolution in paid search?”

Google Shopping. It has been around for a while slowly gaining popularity until it completely overtook the eCommerce advertising landscape.

“Any strategy that gets a message to rise above the clutter is terrific from the advertiser’s perspective. Even if it’s not much of a secret, it’s still a pretty good marketing idea.”

Paid Search marketing is a channel that has a great track record of helping businesses reach their goals, whether it is additional sales, leads, or other actions.

In the PPC world, there are so many cogs and wheels working together to push the marketing machine forward. Ads are optimized in every facet – how they appear, when they appear, to whom they appear, and so on and so forth. Paid Search Account Managers define a solid PPC Strategy, formulate it and take steps to arrive at the destination.

Our interview today is with an expert Paid Search Manager – Meet Agnes Gizynska.

Agnes started working in Paid Search straight after graduating from her degree in Business Studies as she was keen to build a career in marketing. It was her first professional job after University and she really enjoyed getting to know the digital sector of advertising.

Over the years she has developed expertise in the broad spectrum of paid media and building comprehensive online advertising strategies. Currently, she is working as Junior Paid Media Manager at Hit Search.

Sharing some of her Paid Search Marketing strategies, it’s truly an honor to host Agnes Gizynska in our Agency expert interview series:

1. What do you believe to be the most important PPC task you do on a daily basis? Why?

I believe that the most important task is to check performance against your set KPIs on a daily basis. I have learned from experience that in PPC a lot can change overnight…

2. What metrics are vital while proving ROI of your PPC Strategies?

There are quite a few factors that can positively influence the ROI. I would predominately look at lowering CPCs by improving the Quality Score, make sure all search terms are super relevant, and look at ways to improve website conversion rate.


3. What process do you have in place for budgeting?

As budget is where it can all go wrong, I monitor budgets on a daily basis, use daily budget safety caps and use AdWords scripts to send myself overspend alerts.

4. Are metric projections (i.e.: budget, revenue, traffic, etc) necessary when running PPC accounts? Why or why not?

Metric projections are key when you are running paid campaigns. I always like to know what to expect and it is also good to have a realistic target to work towards.

5. Talk about a failure or mistake that helped shape your work for the better?

In my early days, I have once uploaded a campaign build without spell checking it. I only realised my mistake when the client pointed it out after it had been live for over a day. I know we are all human, but this situation made me realise how important the process is in successful PPC management. To make sure this never happens again, I have designed a checklist that is now a permanent part of the campaign building process where all checks need to be completed and ticked off before any campaign can go live. Including spellcheck.

6. What tools do you use to track and analyze ppc performance? Separately, what client facing reporting tools do you use?

I mainly use Google Analytics as I believe that it gives a most comprehensive view on campaign performance including user behaviour on-site. For client-facing reporting, I tend to use Supermetrics as it gives you performance in real time with just one click.

7. Over the last 5 years, what do you believe has been the major evolution in paid search? Why?

I believe that the biggest thing in paid search currently is Google Shopping. It has been around for a while slowly gaining popularity until it completely overtook the eCommerce advertising landscape. Product listing ads are now not only dominating search results but also display and video networks. Therefore, Shopping Campaign management is no longer just about the product listing ads but most importantly feed optimisation.

8. What do you believe has been your greatest career accomplishment? Why?

My greatest career accomplishment so far was progressing to the position of Junior Paid Media Manager at Hit Search and being able to expand my knowledge and experience beyond paid media campaign management.

Today we got to know some strategies to leverage PPC and reach your business goals. Going forward there are many more specialists that we want to chat with. We will resume our discussion with another expert in our next post.

Until then, Happy Marketing!!

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