When it comes to paid search, you will undoubtedly be investing a considerable amount of time and financial resources.
However, with a range of specialist PPC publishers working in this field, the performance marketing channel provides an alternative means of managing this complex practice.
Moving your paid search into the performance channel doesn’t mean simply allowing publishers to bid on your brand name. Your network will have a range of partners who, on a CPA payment model, can undertake tactical paid search on your behalf using experts in the channel.
These specialists are not only equipped with the necessary expertise and knowledge, but also have the resources to invest in your campaign. By providing you with a dedicated account manager, they will work with you to optimise the campaign and to tailor the appearance of your ads in line with your needs.
As experts in the field, these publishers are also able to bring their experience and insight to your campaign. With knowledge of the entire vertical they will have an insight into your competitors’ activity which alongside their experience of past campaigns, enables them to ensure the campaign performs and achieves optimal exposure for your brand. They are able to optimise campaigns to run across desktop, mobile and tablet and can also target users based on search engine, language settings or locale.
One of the major advantages of conducting paid search via the performance marketing channel is that you can use your network’s tracking. As with any other publisher, you have full visibility over where sales are coming from and furthermore, the publisher themselves will usually offer additional reporting on the source of transactions. This enables you to easily separate and deduplicate these sales from those of other publishers and crucially, to monitor the ROI of campaigns.
For paid search to be conducted effectively, a certain degree of upfront investment is required which can be particularly challenging for SME advertisers. By running your paid search through the performance channel, with the publisher covering the cost of the campaign, this challenge can be overcome and the benefits of paid search made more accessible. Further to this, most paid search partners charge no setup fees and don’t require a contract, making it easy to run a trial should you wish to. Your network account manager will be able to provide you with further information on all the major partners and by speaking to them you can optimise both your paid search and performance program.
Rosie Halewood | Webgains