Paid Search

Founded by Googlers. Driven by Data.

FoundSM’s team of marketing specialists have decades of experience in all aspects of paid search campaigns. We have successfully managed thousands of campaigns for our clients, saving them money while boosting their return on investment many times over.

Paid Search runs deep in our organization as FoundSM was founded by former Google employees. With that history, our team stays on top of the latest updates and trends in the industry to get the most out of our client’s campaigns.

Read more about our comprehensive approach to paid search marketing and how we can help your business drive more results.

What is Paid Search Marketing?

Paid search marketing is an advertising model in which search engines like Google, Bing, and Yahoo, sell ad space in their search results or on a partner’s website. The term paid search marketing is often used interchangeably with pay-per-click (PPC) advertising.

They are not, however, synonymous. PPC advertising is the most common form of paid search but it is not the only type. Some other fee structures include cost per action (CPA) and cost per thousand (CPM) payment models. These forms of paid search marketing are not dependent on click volume.

Our Approach to Paid Search

Our comprehensive approach to paid search marketing includes all of the following components.

Campaign Builds and Implementation

Successful paid search campaigns require supporting infrastructure. You need to understand how your campaigns support your company’s overall structure and integrate with other marketing efforts. Each step in the process influences the next. For instance, defining and understanding your customer base allows you to research and implement high-value keywords.

The most successful advertisers take their time laying the groundwork prior to implementing their paid search campaigns.

Advanced Keyword Research

Keyword research is one of the most important aspects of paid search campaigns. Keyword lists must be fully inclusive of all relevant search terms and thoroughly researched to understand important metrics such as search volume and rank difficulty. Keyword performance should be continually evaluated, and adjustments made as data is gathered.

Budget Management & Bid Optimization

Bid optimization can be a complex and laborious process. With keyword auctions happening every second of every day, you need a team that fully understands the bidding process and ecosystem.

Understanding the levers that can be pulled to bid the right amount at the right time to the right customer is both a science and an art. Leveraging built-in and custom tools such as tCPA, Target ROAS, custom bidding scripts, and more, FoundSM is experienced in designing keyword bid strategies to uniquely fit each company’s goals.

Ad Copywriting, Optimization, & Testing

All things being equal, you could select the right keywords and optimize your bids and still not be successful. Your ads are, after all, the front-end of your campaigns. They are the first thing that users see. If ads are not engaging users will not click on them. Or even worse, the wrong users will click on your ads, wasting your precious media dollars.

FoundSM continually stays on the forefront of new ad formats and best practices, continually testing and tweaking ads until a winning formula is found.

Get Data-Driven Results from a Certified Google Marketing Platform Partner

FoundSM is a data-driven digital marketing agency that is certified as a Google Marketing Platform Partner. We are certified in Google Analytics, Google Tag Manager, and Google Data Studio. Our team of data and analytics consultants will help your marketing team to get the most out of the data you are collecting.

Additional Paid Search Strategies

Geo & Device Targeting

Geo-targeting is a feature that allows advertisers to serve search ads to users in specific locations. This feature is useful for both local and national businesses to manage ad spend by excluding underperforming markets. Geo-targeting also offers dynamic ad features giving advertisers the ability to personalize content and deliver superior customer experiences.

 

Paid search campaigns must be optimized to reach users on the correct devices. More and more users are completing purchases through mobile devices. Many will use multiple devices on the customer journey. For instance, interacting with an advertisement on their mobile device and subsequently completing a purchase on their desktop or laptop computer. Understanding the customer journey is crucial to the success of paid search marketing.

Audience & Demographic Analysis & Targeting

Paid search marketing, much like any form of advertising, requires that you identify your audience based on demographic, geographic, and psychographic variables. Knowing your audience ensures that your campaigns target users that are likely to become customers. You will also be able to exclude non-converting traffic to reduce wasteful ad spending.

Custom Scripts & Rules

Creating and using custom scripts allows our paid media team to spend more time strategizing and optimizing your campaigns for better results.

Advanced Bidding Using Offline Customer Data

Most advertisers rely solely on data from online sources. This data is typically gathered using pixels placed across your website and they use this data to better understand their users and to automate bidding based on these external data sources.

 

Using your offline data within your search campaigns can help you nurture your leads, measure for qualified lead generation, optimize for sales opportunities, and integrate offline purchase activity to know which clicks lead to actual sales.

 

FoundSM utilizes offline customer data to help develop optimal bid and marketing strategies that reach valued customers and drive the best results.

Conversion Tracking & Analytics

Tracking key metrics, like conversions, ensure that you are getting the most out of your ad spend. Marketing analytics are becoming more important than ever. Advertisers want to know how their marketing dollars are being spent, and whether that money is delivering results. The team at FoundSM ensures that your campaigns are targeting the right users by employing industry-leading marketing analytics.

FoundSM Advantage

Success in paid search marketing is all about what you know. And no one knows more than the team at FoundSM. Our founder was there at the very beginning, serving as one of the original members of the Google AdWords Operations team.

Our approach to paid search advertising is the most comprehensive in the industry. We take the time to get to know your company, your goals, and your competitors. Our team tracks, data provides you with valuable insights, and implements effective strategies to grow your business.

Contact FoundSM today to learn how we can help your company to increase sales, leads, or boost traffic through paid search marketing.

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