Blog Post:With so many keywords, platforms and options, it can be difficult to find a solution to manage and optimise your paid search ad spend. For example, First Choice, the UK’s leading leisure travel company, needed to manage over a million keywords in their online advertising campaigns.
“We estimated that to optimise every keyword in our account it would take around 35 days, just to do once. We clearly needed something to help us with that” - Chris Fensome, TUI Travel UK (parent company of First Choice)
First Choice and the Adobe Media Optimizer team worked together to automate their paid search campaigns, leading to some impressive results including an increased CTR of 56% in just four months. Watch this short video to learn more. So what should brands focus on to get the most out of their paid search campaigns? Here are our top tips:
  1. Link your ads with your inventory New technology means advertisers can link directly to stock information and automate the process so ads are always up-to-date. Customers no longer click to find an offer has ended and advertisers no longer lose budget with inaccurate pay-per-click ads.
  2. Tailor results to customer intent It’s important to know where a customer is in the purchase funnel – if they are only doing research, don’t send them through to inventory. Different levels of messaging for different levels of the funnel will help you and your potential customers. Don’t forget about retargeting – your returning customers are as valuable as new ones. Don’t neglect ads for those who have already visited or purchased, but instead use stronger call-to-action for retargeting ads.
  3. A lot happens before the conversion click 60-90% of customers research their purchase through a search engine. It’s important to understand the journey a customer will take before making an online purchase. Four to six interactions might take place before a conversion click, so take the user journey into consideration when planning display and search campaigns.
  4. Optimise on more than one channel, and do it effectively Mobile and tablet use is having a huge impact on ensuring campaigns are optimised for cross platform. Don’t serve an ad to a mobile that puts users through to a non-mobile site. It’s up to your brand to deliver the same information over multiple channels, so ensure product information and prices are the same, regardless of the platform. When running multi-channel marketing campaigns, be sure your search and display ads are targeting for search terms from the campaign – if you don’t do it, your competitors will. And with the launch of Google enhanced campaigns, make sure you use mobile multiplier to adjust the mobile bid and take advantage of the lower cost of the mobile device.
  5. Connect offline with online Yahoo! research found that up to 60% of sales are researched online and purchased offline. You can track this with special offers and redemption codes for online or in-store use. This will help you see which search terms customers use, even if they don’t buy online.
  6. Don’t forget about social Platforms like Facebook have come a long way as a performance marketing channel. It offers specific targeting such as interest and demographic for a relatively low cost. Geo-targeting means ads can be location specific down to the city. You can even gather customer opt-ins through offers, check-in deals and sweepstakes.
We all wish we had more, but maybe the solution is spending what you have more wisely. Stay on point, on time and on budget with Adobe Media Optimizer. Learn how Adobe AdLens (part of the Adobe Media Optimizer solution) can help you get the most out of your money.
Author: Date Created:21 March 2013 Date Published: Headline:Ads that work harder for your money Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/03/79.png

With so many key­words, plat­forms and options, it can be dif­fi­cult to find a solu­tion to man­age and opti­mise your paid search ad spend. For exam­ple, First Choice, the UK’s lead­ing leisure travel com­pany, needed to man­age over a mil­lion key­words in their online adver­tis­ing campaigns.

We esti­mated that to opti­mise every key­word in our account it would take around 35 days, just to do once. We clearly needed some­thing to help us with that” — Chris Fen­some, TUI Travel UK (par­ent com­pany of First Choice)

First Choice and the Adobe Media Opti­mizer team worked together to auto­mate their paid search cam­paigns, lead­ing to some impres­sive results includ­ing an increased CTR of 56% in just four months. Watch this short video to learn more.

So what should brands focus on to get the most out of their paid search cam­paigns? Here are our top tips:

  1. Link your ads with your inven­tory
    New tech­nol­ogy means adver­tis­ers can link directly to stock infor­ma­tion and auto­mate the process so ads are always up-to-date. Cus­tomers no longer click to find an offer has ended and adver­tis­ers no longer lose bud­get with inac­cu­rate pay-per-click ads.
  2. Tai­lor results to cus­tomer intent
    It’s impor­tant to know where a cus­tomer is in the pur­chase fun­nel – if they are only doing research, don’t send them through to inven­tory. Dif­fer­ent lev­els of mes­sag­ing for dif­fer­ent lev­els of the fun­nel will help you and your poten­tial cus­tomers. Don’t for­get about retar­get­ing – your return­ing cus­tomers are as valu­able as new ones. Don’t neglect ads for those who have already vis­ited or pur­chased, but instead use stronger call-to-action for retar­get­ing ads.
  3. A lot hap­pens before the con­ver­sion click
    60–90% of cus­tomers research their pur­chase through a search engine. It’s impor­tant to under­stand the jour­ney a cus­tomer will take before mak­ing an online pur­chase. Four to six inter­ac­tions might take place before a con­ver­sion click, so take the user jour­ney into con­sid­er­a­tion when plan­ning dis­play and search campaigns.
  4. Opti­mise on more than one chan­nel, and do it effec­tively
    Mobile and tablet use is hav­ing a huge impact on ensur­ing cam­paigns are opti­mised for cross plat­form. Don’t serve an ad to a mobile that puts users through to a non-mobile site. It’s up to your brand to deliver the same infor­ma­tion over mul­ti­ple chan­nels, so ensure prod­uct infor­ma­tion and prices are the same, regard­less of the plat­form. When run­ning multi-channel mar­ket­ing cam­paigns, be sure your search and dis­play ads are tar­get­ing for search terms from the cam­paign – if you don’t do it, your com­peti­tors will. And with the launch of Google enhanced cam­paigns, make sure you use mobile mul­ti­plier to adjust the mobile bid and take advan­tage of the lower cost of the mobile device.
  5. Con­nect offline with online
    Yahoo! research found that up to 60% of sales are researched online and pur­chased offline. You can track this with spe­cial offers and redemp­tion codes for online or in-store use. This will help you see which search terms cus­tomers use, even if they don’t buy online.
  6. Don’t for­get about social
    Plat­forms like Face­book have come a long way as a per­for­mance mar­ket­ing chan­nel. It offers spe­cific tar­get­ing such as inter­est and demo­graphic for a rel­a­tively low cost. Geo-targeting means ads can be loca­tion spe­cific down to the city. You can even gather cus­tomer opt-ins through offers, check-in deals and sweepstakes.

We all wish we had more, but maybe the solu­tion is spend­ing what you have more wisely. Stay on point, on time and on bud­get with Adobe Media Optimizer.

Learn how Adobe AdLens (part of the Adobe Media Opti­mizer solu­tion) can help you get the most out of your money.