Before you start rebuilding a paid search campaign, it might be helpful to integrate the STC framework into your work plan: structure, targeting and content. Structure so your campaigns are responsive to your business reporting needs and to measure search behavior by time zone. Target your campaigns when and where your brands have been successful but also with new markets and new customers in mind.
Finally, dig deeply into the search term data to make sure you have a good understanding of the language searchers use that performs best for you. A focus on
- search term granularity
is the best way we know to optimize your campaign budget and find new customers at the same time.
When STC meets STG…