Optimizing Paid Search Advertising

Greg is CMO and a Partner at Cypress North, a digital marketing agency, where he specializes in B2B marketing. In this guide, he highlights how to optimize paid search advertising, including picking the right keywords and match types, matching up good landing pages and tracking, and configuring ads that make the most of Google’s settings.

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Questions covered in this guide:

When should you use paid search advertising?

What are the different platforms you should consider for B2B search advertising (including and beyond Google)?

What are the different configurations of search ads?

How can you target audiences with search ads?

How much do search ads cost (and what does that cost depend upon)?

How much spend does it take to accurately test the effectiveness of a search advertising campaign?

How can you control your spend/avoid wasting money on search ad campaigns?

What tools make tracking easier?

When doing keyword advertising, how should you research and select keywords?

How should you think about keyword match types?

How should you think about branded keywords (yours and your competitors’)?

How should you coordinate ads for different parts of your funnel, or for different products you offer?

How do you write and test good ads?

How do you create and test landing pages?

How should search advertising fit into and coordinate with your broader digital marketing strategy?

How should PPC coordinate with your SEO?

What are the most important pieces to get right?

What are the common pitfalls?

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