Blueprint for Converting Paid Search Campaigns – By Sumit Dhawan

by Jenae Reid on April 5, 2018

Paid search campaigns are the marketing initiatives taken by you in order to publicize your products and services to your targeted audiences.

The best option for such paid campaigns is PPC (Pay Per Click). In this, you can divert traffic to your website by placing ads on the search engine using relevant keywords that suit your products and services.

By doing so you are obliged to pay the publisher (search engine) for every click that you may get on your website link. So, it’s important that the ad campaigns are highly optimized for positive returns of your investment.

Define Key Performance Indicators

No ad campaign can work right until you have some good objectives set for effective campaigning. It’s very important to identify and analyze your ad objectives before planning marketing strategies. These objectives may be to increase the sale and traffic of your website, lead generations, brand publicity etc.

Strategies are to be planned as per the objectives, this would help you achieve your goals more easily and effectively. KPI’s (Key Performance Indicators) on the other hand compute the actions that ultimately end to lead generations. These actions can be Cost Per Click, Cost Per Call, etc. Measurable KPI’s would help you understand the performance standards, determine any issues found, and make required changes, if any.

Good Platform and Audits of Ads and Keywords

The Internet is loaded with different options or platforms available for PPC (Pay Per Click) campaigns. You can choose from the different search engines available. However, the only thing that you need to make sure is the platform you choose is highly used and referred. This would help you get a good response to your ad marketing.

Keywords are very important when it comes to generating a brilliant ad campaign. It’s always good to review and keep an eye on your search term reports. This would help you know about the keywords that can be added or removed from your ad campaign in order to attract targeted audience.


Scheduling Your Ad Campaigns

Scheduling of ads helps you advertise your product or highlight your ads as per the market requirements. You need to analyze the timings when your services are most searched for. This may be related to the timings (business hours), or particular days of the week (weekends for services like restaurants, shops and cafes, etc.).

Tracking metrics of conversion rates would always help you understand the effectiveness of your ad campaigns. This would also help you initiate changes in the procedure to generate more leads. Generating leads can be easy, however, converting these leads into customers is a bit difficult. In such cases, you need to use automated lead management systems that would help you avoid missing on opportunities and ending up wasting funds.

Ad campaigns or marketing are not about just paying money to the publishers, however, there are lot more initiatives to be taken by you to make sure that your investment in fruitful.



Sumit Dhawan is CEO of Dhawans Enterprises LLC and blogs at

This article appeared in issue 42 of FeedFront Magazine, which was published in April 2018.


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