How to be a paid search marketer in 2022

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Apr 22, 2022 / by
How to be a paid search marketer in 2022

Paid search is always evolving and it can be difficult to find your bearings as a result. Simply put, the rules that applied for one year probably won’t apply for the next. It’s also a more competitive environment than ever before, with digital ad use growing by at least 25% every year.

That growth, however, comes with some drawbacks. Recent years have seen the removal of expanded text ads, third-party cookie restrictions and the introduction of more automation and that’s all had an impact. In this perpetually shifting market, it can be difficult for marketers to get a grip. But there are ways for paid marketers to stay ahead of the game.

Keep it local

Local markets have been one of the largest growth areas of the last few years. But not all brands have been able to smoothly transition to local markets as they’ve spent far too long looking at the wood to understand the trees.

The best way for marketers to get a clearer picture of their local markets is to use data modelling to create visualisations of their stats and figure out which local areas represent the best bang for buck potential. Once competitor movements are mapped at these local levels segment your ad groups by ROI. This will help to focus efforts on the most profitable local targets.

Track your success properly

It’s important to track the success of your brand not only on your own terms but in terms of the overall market. By using share of search, you’ll be able to determine exactly what kind of share your brand has on the market.

This is found by dividing the searches for your brand by the searches for all brands in that market and can be used to help marketers make smarter decisions. Thankfully, it’s also a formula that can be found within Google Trends so you don’t actually have to do any maths yourself.

Optimise ad copy

It’s easy to overlook copy during the analytical stage but it can be quite easy to do as long as you use the right AI tools to automate the process and segment each ad by category and group. According to Ashely Fletcher, the VP of marketing at paid search specialist Adthena: “We use this process when a competitor comes out with new phrases for their CTAs. Words like ‘now,’ ‘discover,’ ‘find,’ and whatever else they’re using for their CTAs should inspire your team to adjust its copy.”

This is just one part of ad copy optimisation though. Marketers should also be optimising their copy with key customer needs in mind. Everyone is after a completely painless experience right now and that needs to come through in your copy.