Running SEM (search engine marketing) effectively is more science than art. Over the past couple of years, we have worked with a range of companies, from startups on their KickStarter campaigns in raising over $250k to helping a window company scale their paid search efforts from one location to four.
Running Paid Search Campaigns
How we run paid search campaigns is a little different than most marketing agencies. We don’t focus on a huge upfront ad spend (which is where most agencies make their money), but we take a small budget test and then scale it. During the first 30 days, we take a small test budget (usually between $1k-$3k) and we set up micro-channel testing for Google AdWords, Facebook, Twitter, Display, etc. From the first 30-45 days of testing we can get a sense of where we are getting traction and what opportunities we should target for the next 30-day sprint. This allows us to not waste money up front or waste time on areas that don’t have big potential for ROI.
For larger paid media campaigns we do a percentage of spend if we start to scale above $30k/mo in ad spend. Whether we are micro testing for traction or scaling a campaign the dynamics of the implementation stays the same, but the tools can change.
There are 3 elements that need to be in place in order to run an effective paid search campaign:
- Defined keywords, geographic target, and what your estimated cost per click will be.
- Create the sales funnel for your leads. What landing page are the prospects going to hit? When a prospect calls or fills out a form on the website, what is the process of follow-up to close?
- Creating the right tags for tracking and implementing them so you can determine what the cost per acquisition (CPA) will be for your product or service is the third element. Your CPA number is one of the most important metrics because it allows you to properly budget for growth. For example: If it takes $50 to acquire a customer but a new customer is worth $1,250 annually, then you have enough margin to scale for growth. This is the biggest mistake that we see people making in running paid search campaigns.
If you’re currently running a paid search campaign and aren’t getting the results you want, we have the answers for you. If you’re looking to start a new paid campaign, we would love to talk with you.
Click here to schedule a free consultation call to see if Clymb is a good fit for you.