Final thoughts

Now that you have a better understanding of how paid search works along with the tools and tactics to more effectively manage a campaign, you should keep several things in mind as well as continually ask yourself:

• Are you leading the conversation with interested customers?

• Are you covering all the searches you should?

• Search for your brand. Who are you sharing search real estate with? Make sure you are in good position on relevant searches.

• Trying to rebrand? New product launch? Are your organic results enough?

• Go beyond branded terms, and look at the generic terms that you are interested in, how do you rank? Remember the importance of staying in your customers’ mind.

• Think outside the box of how a customer could start their purchase process. Sometimes they start with a question that you could answer so do your keyword research pre/post launch and pull those search query reports post launch.