Paid search rewards precision and punishes everything else.
Campaign structure, keyword discipline, continuous ad testing and bid management — with conversion tracking set up properly before a rupee is spent.
Wasting money on paid search is easy
One wrong setting and half a budget can go on an audience that was never going to buy. Paid search is the most measurable marketing there has ever been — you can see which countries convert, which cities, which product categories, whether desktop or mobile brings the sale — but all that measurement only helps if someone is actually reading it.
That is the real cost of the channel: high competition, constant analysis, and regular audits to keep a campaign not merely alive but profitable. Hand us the account and that becomes our problem rather than yours.
What the work covers
- Conversion tracking first. Nothing else is worth doing until the account can tell you what a sale costs. This is the step most inherited accounts are missing.
- Campaign structure. Separated by geography, network, device and product category, so the data is legible and the budget can be moved to what works.
- Keyword and match type discipline. Including the negative keyword list, built per industry, that stops you paying for “free” and “jobs” traffic for the rest of the campaign's life.
- Ad testing. Continuous, with the losers retired rather than left running.
- Bid, budget and schedule management. Reviewed weekly and monthly against conversion data, not against position.
- Monthly reporting. Every change we made and what it did, so you can check our work.
How we think about your customers
Before a keyword goes into a campaign we ask what it tells us about the person typing it. Where are they in the buying cycle? Is paying for this click going to serve a business objective, or just a traffic figure? What has a past visitor from this keyword actually been worth? Keywords that cannot answer those questions do not get bought.
Worth knowing
- 61% of consumers use search engines to help with product research leading up to a purchase — Econsultancy
- Across 20.8 million visits to 26 retail sites, paid search converted at 2.03% against 1.26% from organic — Engine Ready
- Paid search visitors purchased, on average, more than their organic counterparts — Engine Ready
- A search click creates 69% more brand preference — Google
Already running campaigns?
We will evaluate an existing account before you commit to anything — campaign settings, quality scores, keyword and ad performance, and the other factors we check as a matter of course. You get the findings whether or not you work with us.
How a paid search engagement runs
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Client analysis
Your business, your products, your competitors and your industry. This is what lets us build campaigns that target properly rather than broadly.
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Keyword research
Research across several keyword and competitive tools, including what your competition is already bidding on.
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Selection and negative list
Chosen on volume, the stage of the buying cycle the term represents, and whether the intent is informational, navigational or commercial. We review the list with you before going further, and build the negative keyword list at the same time.
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Campaign and ad setup
Campaigns structured by geography, network, device and product category — whichever split makes your performance legible — then ad creation against each.
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Monitoring and reporting
Ongoing testing: ad tests, negative keywords from click history, keyword and ad group performance, and ad position against conversion. Weekly and monthly, with a report covering every change.
What paid search work has produced
Our certificates
Want your current campaigns looked at?
Write to us directly — no forms, no call centre. You will reach the people who would do the work.