Need help landing internship

3 replies
  • PPC/SEM
  • |
I was asked to do this

" Conduct an analysis on paid search engine performance (paid search and PLA). Using your knowledge of best practices, identify what we're is doing well and what we're doing poorly. Identify a few of our competitors, and describe what they are doing better and/or worse than us. What would you recommend that we do differently?"

What would be the best way to get information on this clients paid search / PLA
#internship #landing
  • Profile picture of the author dburk
    Originally Posted by kingzmoke View Post

    I was asked to do this

    " Conduct an analysis on paid search engine performance (paid search and PLA). Using your knowledge of best practices, identify what we’re is doing well and what we’re doing poorly. Identify a few of our competitors, and describe what they are doing better and/or worse than us. What would you recommend that we do differently?"

    What would be the best way to get information on this clients paid search / PLA
    Link to their AdWords account via your MCC account, compare their activity to recommended best practices. Generate reports that show performance, activity, search terms, and auction insights.

    AdWords Best Practices: https://support.google.com/adwords/answer/6154846?hl=en
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    • Profile picture of the author kingzmoke
      Can I ask you what your thoughts are on having a question in your ad. Is that against best practices in anyway? is it favored ?
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      • Profile picture of the author dburk
        Originally Posted by kingzmoke View Post

        Can I ask you what your thoughts are on having a question in your ad. Is that against best practices in anyway? is it favored ?
        Having a question in your ad can be a good thing if used the right way and on the most appropriate search queries. You need to take into consideration the primary intent of the typical user that searches for the keywords you are targeting.

        For example, let's say you are targeting a keyword that is for a specific product, and you have a new better product that you'd like to market to that audience. You might try this:

        Looking For 4 Core TV Box?
        Don't Buy Quad Core. Get 8 Core
        4K TV With No Buffering. Order Now!
        Samsung.com/AndroidTVBox

        Here's an example of an AdWords agency using a question mark:


        Obviously, you want to split test different marketing messages, using different selling points to see which your target audience segment finds most compelling. There is no single format or style that works best for all audiences. Each audience segment will have their own unique desires and behaviour. Testing is crucial for success. Avoid the mistake of trying to get away with a one-size-fits-all approach, that's bad marketing.
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