The Ultimate Paid
Search Checklist

Paid advertising is a great way to increase traffic to your website, and when done correctly, it can be a powerful lead generation tool as well. But, there are a lot of components that go into a successful paid campaign. The best place to start is by making sure you have all your bases covered, from the ad itself to your intended audience to measuring success.

Choose icon 1. Choose what you're promoting Most people will want to target BoFu offers and demos with their paid ads, but you should strongly consider diversifying what you feature on paid. Paid ads are a great channel to promote content that doesn’t rank well organically. Ad copy icon 2. Write compelling ad copy Entice readers with details of your offer's benefits while targeting your landing page keywords. Include the most relevant terms in the headlines and don't forget a call-to-action. Keyword research icon 3. Research keywords You likely already have identified some keywords to target with your offers, but you should conduct research on tools like SEMrush and Google Keyword Planner to find related terms. When in doubt, try the Autocomplete feature on Google Search. Landing page icon 4. Create landing pages After researching keywords, it’s common to want to jump right into building ads. But first, you should consider where your audience will actually convert — landing pages. If you iron out end content first, you’ll be able to produce relevant ads. Build campaigns icon 5. Build campaigns and ad groups The way you structure your campaigns and ad groups will have a significant impact on the performance of your ads and keywords. We recommend building campaigns around a single offer with ad groups consisting of 10–15 keywords and 2–3 ads. This structure can ensure that your keywords and ads are closely aligned and highly targeted. A/B testing icon 6. Perform A/B testing Each ad group should include two different ads so you can test which one performs better. In order to pinpoint the reason for performance differences, only alter one thing at a time. Then, be patient before making changes. Monitor results icon 7. Monitor results You should judge your campaigns on conversions, not impressions and clicks. You need to think about the ROI you’re producing. Focus on the cost per conversion and track if leads are actually closing. Tools adjustment icon 8. Adjust as necessary Your campaign won’t run perfectly right out of the gate. Ask yourself: Are your ads garnering clicks? Is your cost per click optimized? Is each keyword contributing to ROI? From there, try to make improvements. Since the Internet is ever-evolving, you’ll need to consistently iterate to find success.

“We worked with New Breed recently on a redesign and launch of our website. The project was complex and the experience and results were great. In particular, they were flexible and collaborative with good systems in place for cross-country/time-zone communication. Their collective expertise meant they were able to offer us strong, industry-leading advice.”

Jesse Finn | Senior Brand and Content Manager | Talmundo

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