Design a paid search strategy for growth

By Sean Dwyer, director of operations, Door4

A long time ago in an agency far, far away, I was a junior account executive. Thrown in at the deep end (there’s no other way to learn), I stuck to what the crowd recommended. I used industry logic and tools (thanks Keyword Planner); I designed my client strategies around reach, breadth and long tail key terms with every single keyword a potential customer could Google (and some they never would).

It was wrong. It wasn’t elevating my clients performance. It wasn’t making them money. And the whole purpose of using Paid Search is to profit and grow. The missing link was that I had not understood my clients’ businesses.

I learned from my mistakes - mistakes that a lot of businesses are still making. You can’t design a Paid Search strategy that will support growth if you don’t ‘get’ the business. You need business logic to help you refine your keyword universe.

1. Use business logic

Business logic asks:  what is it you're great at? Why are you in business? What is the product or service you can outsell your competitors on all day? If you had a potential buyer in front of you, which product  would you explain first because it's second nature/bread and butter/the area you dominate? How would your MD describe the business? Start here.

The benefits of a campaign led by business logic are huge. It will help you determine your keyword universe and design your campaigns. A business logic approach targets customers who have the intent to buy products like yours. It also reduces your CPC (cost per click) and provides a strong framework you can use to scale your campaign. Scaling your campaign means more profit - the ultimate growth metric.

2. Play to win

Now you’ve made your pitch, put everything you’ve got behind it. I’m a believer in aggressive strategies on core business terms. Quality over quantity. Own these terms and make your MD happy. PPC is about driving click through rates (CTRs) through relevancy (through positions!) and following that relevancy up in your site and landing page experience. Give the user no other choice!

Remember, profit is your goal. Be aggressive with your tactics - get the first click on the search page through good copy and follow up with a strong landing page. Every word needs to tell your visitors “we have exactly what you're looking for, don't you dare touch that dial”  (mouse for all you millennials).

Is it possible?

If you’ve got an under-performing account, it’s possible to turn it around quickly using an approach like this. Take a look at this case study. In six months, a proactive strategy had increased Paid Search sales by 370% and the overall revenue of the business by 55%. It really works. You can compete with the giants. You can have your share.