4 Paid Search “Best Practices” That Should Be Re-Evaluated

As you know, the Internet has come a long way in just a short amount of time, and with it has come changes to marketing practices. As search engines develop and advance, the best practices for paid search do as well. In this blog, our digital marketing agency re-evaluates a few best practices from when paid search was just getting started.

Don’t Use Broad Match

Using broad match for paid search was usually frowned upon because of the possibility of driving traffic to ad groups that overlap. It could also potentially yield searches that had a different audience than you were trying to reach. Broad match isn’t necessarily a bad thing, however. By using it, you can narrow down your best search queries and find out what exactly people are searching for, which makes advertising your business easier.

Use More Than Google

Years ago, when paid search first became an option for businesses, there were plenty of other search engine options to consider for your ads. Over time, however, Google has become number one in search and web surfers barely use anyone else. While it can’t hurt to be present on other websites like Yahoo or Bing, you’re likely better off putting your money into being found on Google.

Have a Long List of Keywords

Back in the day, businesses did their best to cover a wide variety of keyword variations in order for their business to be found. This included plural versions, singular versions, misspellings, and more. These days, however, close variant keyword matching does the work for us and long lists of keyword phrases are unnecessary. In fact, by having unneeded keywords, you may in fact hurt the scores of any future keywords you implement.

Use the Same Ads for Mobile and Desktop

Today, mobile usage has skyrocketed and there are more people than ever searching for goods and services on their smartphones or tablets. While creating paid search ads used to only call for a few ad variations, they now call for user variations. Since mobile users tend to search more for local businesses and by proximity, you should have two separate ad practices for desktop and mobile.

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