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What do you know about paid search marketing?
It can commonly seem perplexing to people unfamiliar with the subject, partially because of the many different names, types, and abbreviations.
Whether it’s search engine optimization (SEO), search engine marketing (SEM), or pay-per-click (PPC), we’re generally talking about the same thing: making sure that your brand is the first thing people see in their search results.
At Shopanova, we typically operate in paid social marketing, but we know that paid search can seriously impact your business’ growth.
We invited Phil Weaver, Head of Paid Search and Shopping at Purple, to join the eComm Growth Show to talk about how search engine marketing can help grow your online business!
He dropped a mountain of knowledge on us, but a few things really stuck out:
- Having a holistic perspective with SEM
- Choosing your keywords wisely
- Understanding your buying cycle
Check it out!
Take a Holistic Approach to Paid Search
When you look at Purple, one thing that truly sets them apart is their ad creative.
The content they are using for social ads is unique and attention-grabbing. Their ads are so hard to skip!
Many brands don’t realize this has an impact on their search marketing too. When Purple has a substantial email or YouTube campaign running, they are adjusting their paid search accordingly.
One channel of marketing on its own will not take your business where you want it to go. No, they are all dependent on one another.
“We definitely try and look at all of our channels from a holistic perspective, because paid search alone is not going to do much, right? Like if you’re just running paid search, you’re going to be constrained pretty quickly and heavily.” (5:43)
Phil recommends devoting around 20% of your ad spend to paid search, but it does vary from one company to the next.
Choose Your Keywords Wisely
One crucial component you must factor in when deciding how much to spend on paid search is keywords.
How much money will you devote towards branded vs. non-branded when you start choosing keywords for the non-branded side?
According to Phil, many companies are overspending on keywords that aren’t being used.
He recommends building your account yourself, ensuring that you know exactly where you are spending your money.
“One of the best things you can do as a PPC advertiser is to create the account yourself, from the very bottom to the top. Because then you have an understanding of what’s going on throughout the entire account.” (10:04)
Once you cut off the fat that of underperforming keywords, you’ll be able to push that money towards an area that will increase your ROAS.
Know Your Buying Cycle
When asked about common mistakes that he sees businesses making in the paid search space, Phil said that too many companies don’t factor in their buying cycle when evaluating ROAS.
At Purple, their average mattress sale is near $2,000, so their buying cycle can be longer than companies with less expensive products. For Phil, it’s crucial to consider the month-long buying cycle before evaluating a non-branded campaign.
How can you know whether a campaign is effective without offering enough time to see the result?
“I see too many companies that don’t understand the buying cycle. They don’t understand how long that conversion lag is going to be, and then they bail before they start seeing the sales come in.” (20:33)
Are you looking to add some growth through social to add to your newfound paid search success?