Nowadays, the power of pay-per-click (paid search advertising) isn’t any secret. According to research, 81 percent of people discover their desired location via a search engine. Therefore, there isn’t any doubt about the broad use of search engines. What might not be obvious is the degree of complexity that goes into managing, building, and pulling success from paid search campaigns.

The idea of paid search might sound simplistic:

Bid on the proper keywords in order for your company to show up in a visible place on the first results page of Bing or Google.


Discovering keywords which bring leads in takes a good bit of research, that is, what words your target audience utilizes while searching, which general keywords work better along with specific keywords, which keywords are worth paying a little more for, and so on. When keywords are set, you still must observe your campaign to check how these keywords are performing in order for you to learn what you should eliminate.

And speaking of elimination, studies on which keywords to exclude to narrow down undesired traffic plays a huge role in making sure you are receiving the proper attention. Negative keywords assist you in eliminating what you do not want to bid on. For instance, the term “felonies” might be a great negative keyword for an organization that does not want to employ drivers who have felonies. It assists in building a list of negative keywords over a period of time for the field you are catering to and refer to that while constructing new campaigns.

Bid Strategy

The management and monitoring of your bids include many intricacies that make your campaign one-of-a-kind. Customizing your bid strategy starts with understanding your goal. Are you attempting to get drivers to apply? Which kind of driver? Inside what locations? All of that information goes into planning which components are necessary for your bidding strategy.

Also understanding how competitive the market is will play a massive role. It’ll help you determine a budget and how to schedule ads. Which time of day is your competition low? You will want to use these times in the campaign.

Whether you use a manual bid strategy or an automated bid strategy, having somebody who has both expertise with the platforms utilized to construct paid search campaigns and experience on which combination of elements generate your desired results will make all of the difference.

Win the Auction

Two big factors here include quality bid and score. The quality score is how a search engine rates the relevance and quality of a combination of aspects from the campaign. It’ll play a huge role in where you rank upon the SERP (search engine results page). Most might believe the highest bid wins an auction each time, and it often does win; however, for the ones who have a limited budget, all hope is not lost. By having a higher quality score, you can win over the highest bidder.

Data Analysis

Step one here is having somebody who understands how to read all of the data. The data that your campaign delivers offers valuable details such as how the campaign is performing, what is working and what isn’t, how frequently you should make changes, and having the ability to recognize changes within the market. Data analysis is critical to improving your campaigns.