investing it maybe into mobile, maybe into email, whatever it happens to be. It’s worth taking the time to do this before you go charging into spending money with the engines.
NJ: Is creative still relevant with paid search? RW: People do read the creative and do take it in, and testing different types of copy is really important. That tends to get left and I see it loads and loads of times, where you’ll go into quite big advertisers and I’ll say ‘Who does your copy?’ And they’ll say ‘Well umm… I kind of do it’ ‘Where do you get it from?’ ‘I took it off the website.’ People actually tend to pay kind of scant regard to paid search copy.
Here’s a tip: Make sure that you’re using the language of your users. We had it with Egg, some of the specialist investment products that we had for Egg; there’s a language that goes with that. Make sure that you’re buying those keywords but also make sure that your copy reflects the kind of language that you think your consumers will use. That’s really important.
NJ: What advice would you give to someone optimising their search account structure ? RW: Thinking of your search account as a portfolio is, I think, quite a neat way to think about it and making sure that you have a nice, diverse portfolio. What we tend to see is that when you optimise all your activity you tend to optimise to the best performing keyword and it’s normally the last keyword that generates the sale. However the last keyword was part of a chain that probably started with something generic and then ended with a very specific keyword as the consumer moved though the purchasing cycle. So everybody ends up optimising all their activity to this set of keywords that they think generate the sale and they tend to ignore some of the keywords that actually assisted in making that sale. But again, you need to think about type of keywords that you want in your portfolio.
16 HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE
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