Campaign Creation

Relevance is the cornerstone of paid search advertising and designing a campaign that creates coherence between keywords, ad copy and landing pages will ensure its success. Here are some key aspects that Magnet takes into account while creating a campaign.

Keyword Segmentation

Keyword segmentation is critical to a successful paid search for two main reasons: to stay in line with the user’s search cycle and to maintain the best possible Quality Score.

Search Cycle

Marketers are already familiar with the buying cycle concept. The search cycle concept works in a similar fashion. Search engine users will get through multiple stages before taking action. They will use different keywords depending on where they are in the search process. Savvy search marketers will take advantage of this reality by posting a text ad that is related to the appropriate stage.

Quality Score

One of the goals every search marketing expert should aim for is the best possible Quality Score for the campaign they manage on behalf of their clients. The higher a keyword’s Quality Score, the lower its minimum bid and the better its ad position. That way, search marketers ensure that the campaign stays highly relevant while reducing the cost and obtaining prime positioning in the search engine results pages.