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ROI Search Certification – 2.3 What is ROI Search? [Spaceboost Academy] PPC Automation

ROI Search Certification – 2.3 What is ROI Search? [Spaceboost Academy] PPC Automation


Before delving into why ROI is transforming
the way the world does business, let’s take a moment to think about traditional paid search
engine marketing. In traditional paid search engine marketing,
companies focus on getting clicks through human-based manual management with erratic
and statistically non-optimal decision making. Generally, they use directly promoted techniques
by Google. These recommendations could be anything from
increasing CPC bids to massively adding hundreds of new potential keywords. Obviously, Google has its own commercial interests
– and we will not blame Google for that – but just keep in mind that Google’s
business is about selling clicks, while what you are really looking for are business performance
results. Unfortunately, both of those interests don’t
always match, am I wrong? However, these techniques that once were enough
no longer work today. As more advertisers compete for the same keywords,
their costs per click rise, and where yesterday we could find profitability, today we’re
just one more out of thousands of advertisers fighting for an expensive click. Today, 99% of global investment in search
engines is concentrated on 1% of all search queries. In other words: 99% of search queries do not
show ads; with fewer advertisers in the competition, their prices are lower, and for more specific
queries, their conversion ratio is higher. As a result, advertisers and agencies feel
frustrated by the low scalability of this management model, which blocks growth and
gives an unintended opportunity to their competitors to overcome them. So what is ROI Search all about? Well, ROI Search is a fundamental shift in
the way people invest in Search Engine Marketing. Instead of the old impression or click generation
messages that do not give you profitability, ROI Search focuses on the automation and mathematical
optimization of your search campaigns. Instead of annoying users with ads they will
never click on, they might create ads that only potential customers want to see. Instead of increasing bids to generate more
clicks, they might adjust CPC bids based on the exact value generated by each click. And instead of keeping active keywords that
don’t generate revenue, they might assume that those are unprofitable keywords that
only penalize overall ROI and therefore must to be stopped. ROI Search Marketing is Search Marketing focused
on getting the greatest return on your investment. It’s profits-based. It’s helpful, it’s scalable and intelligent. Wouldn’t you prefer to buy traffic willing
to generate revenue to your business instead of generating revenue only to Google? You’ve probably come across some of your
favorite brands actively practicing ROI Search marketing. It’s the search Ad referring to your next
destination with flight prices that are updated in real time. It is also the Ad Group of those Nike sneakers
that you no longer see because the advertiser has run out of stock and the ad is automatically
paused. It is also that incredibly attractive ad that
meets the specific requirements of your specific query, as well as that startup you didn’t
know about and today can’t stop growing. ROI Search marketing means not only showing
the right Ad to the right audience, but also doing so at the right price. It’s paying the CPC that maximizes your
ROI. And most of all, it’s about creating ads
that strictly generate profit. So how do you actually do ROI Search? Well, the best way to start is by understanding
the ROI Search Marketing methodology: This is the ROI Search Marketing. It illustrates the three axes that make up
the ROI Search Marketing process. These axes are “Audience”, “Ads” and
“Price””. Each of these 3 dimensions has its own characteristics,
goals and optimization processes so that the equation between them is simply perfect. “Audience” manages everything necessary to
build the global keywords audience curve for each advertiser. The audience curve is the graphical representation
of all search queries that build your potential audience in search engines, from generic queries
to specific queries. “Ads” manages the design of the most specific
and attractive ads for each audience, those beautiful ads that maximize your Click Through
Ratios, getting higher quality scores and cheaper costs per clicks. Finally, “Price” management helps us understand
why we should pay more or less per bid, or even add or stop keywords depending on each
audience’s potential profitability. In conjunction with these tools, “Automation”
helps us manage campaigns at the speed of light, allowing us to be more productive and
achieve better business results. Automation in ROI Search enables us to automatically
create and edit campaign structures for millions of keywords, sorted into fully-matched ad
groups for each of those audiences, and being controlled in real-time by scientific bidding
algorithms, so you’re always optimizing your financial ROI. Automation allows us to translate Cost per
Click into Cost per Conversion, scaling our investment into new audiences or new ads in
an efficient, cost-effective and intelligent way. To be a true ROI search marketer (and a truly
successful one), you need to understand what’s working, what needs to change, and how automation
technologies can help you achieve success in your search engine advertising efforts. And that, folks, is why ROI Search marketing
is changing the way the world does marketing and sales. Next up, you’ll learn the essential best
practices that make up a strong ROI Search Marketing strategy.

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