Does your business need paid search management? And what, exactly, is paid search management? While high-quality website content can improve your organic SEO over time, paid search and expert management can be the keys to immediate results. See how paid search management works, what it can do for your company, and how the right digital marketing agency can help you achieve your goals with this guide.

What is paid search management?

Paid search management describes your business’s approach to digital advertisements on various search engines.

PPC campaign management

Pay-per-click (PPC) advertising campaigns are the heart and soul of any paid search management strategy, which includes:

Campaign setup and structure
Ad group organization
Writing, testing, and revising ad copy
Setting up and monitoring conversion tracking
Landing page alignment
Ongoing optimization

Keyword strategy

All campaigns rely on a strong keyword strategy that accounts for the terms your users are actually searching for and whether those terms actually lead to conversions. This component of paid search management is highly complex and requires the right tools and programs for:

Intent-based keyword research
Search volume analysis
Competitor intelligence
Match type strategy
Negative word implementation
Branded vs non-branded keyword planning

Bidding and budgeting

Paid search is ruled by auctions, so you’ll be bidding for placement. Since bidding decisions directly impact your cost per lead, return on ad spend (ROAS), and overall profitability, the right model is critical for success.

Performance analysis and optimization

Unlike evergreen web copy that only needs an occasional refresh, your paid search management strategy requires ongoing improvements to remain effective. Routine maintenance duties include:

Conversion tracking audits
Click-through rate (CTR) monitoring
Cost per acquisition (CPA) analysis
Search term analysis
Quality Score improvement
A/B testing ad variations
Landing page performance evaluation

Ad targeting

Services like Google Ads (formerly AdWords) allow you to target your ads beyond keywords using techniques like geographic segmentation, device targeting, demographics, and audience layering to reach leads who are most likely to convert.

What can a paid search management service do for you?

Clearly, an effective paid search management strategy requires a lot of work. Rather than learning the ins and outs of various software platforms or piecing together consultant reports, a marketing agency can do the heavy lifting and deliver measurable results. Here are some of the benefits of working with a professional team:

More immediate visibility

The right paid search strategy can ensure that you show up for high-intent keywords and your ads outrank competitors bidding on the same placements. Experts already have the experience to make this happen without endless rounds of trial and error and a massive learning curve.

Precision targeting

Even the best ad campaign is ineffective when the right people don’t see it. Experienced agencies can help you target the right audience and ensure your ad spend goes to high-intent leads.

Performance and data transparency

Paid search management is measurable down to the click, with metrics informing every aspect of your campaign’s performance. You’ll know which keywords are driving leads, which ads are converting, which campaigns are generating revenue, and where your strategy is falling short.

Complete budget control

Paid ads allow you to set daily budgets, adjust bids, instantly pause campaigns, and quickly scale successful models for total financial control. An expert will go a step further to continually optimize bids, reduce wasted ad spend, improve efficiency, and reallocate budgets as needed to ensure your success.

Remarketing strategies

Ongoing engagement is another important aspect of professional paid search management. When a user visits your site, clicks an ad, or abandons their cart, your agency expert can place ads on social media sites or search engines to boost conversion potential.

How to find a paid search management agency for your business

Ready to find the right agency to spearhead your online marketing strategy? Here are a few tips to help you select the best firm for your business:

Define your goals and needs

Take a close look at your business, your current marketing strategies, and your goals. Use this information to define what you need from a paid search management team:

B2B or B2C experience?
Prioritize lead generation or e-commerce revenue?
Launch new campaigns or fix underperforming ads?
Full management or strategic consulting?
Target CPA or ROAS?
High or low monthly budget?

Research, research, research!

Don’t rely on a flashy website to tell you everything there is to know about an agency. Ask for case studies and testimonials that demonstrate proven results in your industry.

Do some Google research on the agency to find reviews and even news reports. This type of info can offer valuable insights you may not receive from the source.

Ask the right questions

When you find an agency that checks all your boxes, ask questions that will give you insights into their processes and the experience you can expect, including:

How do you structure campaigns?
What metrics do you prioritize?
How often do you optimize campaigns?
Do you require long-term contracts?
Who will manage my account, and how often will we meet?
Will I have direct access to our ad accounts?

Grow your brand with SEO and paid search when you partner with Grove!

Grove Brands offers full-spectrum SEO and digital marketing services for a wide range of businesses. Contact us today to learn how we can help your brand implement the most effective paid search strategy!

Does Your Business Need Paid Search Management?