Myriad Ways to Drive ROI via Paid Search

Engagement Techniques
Once you know what customers to go after, the next step is determining how to engage them. Here are some tips Lee and Wong recommended:

• use different offers for different segments, both in paid search and your landing page;
• test “quality” offers vs. “price” offers to see which ones perform best;
• track post-click behaviors — for B-to-B companies, this could be phone calls, visits to your lead form or "contact us" pages, or e-mail newsletter sign-ups;
• don't leave your campaigns at default so you're able to react when something changes in your ecosystem that affects your keywords (e.g., out of stock for a particular product); and
• use data-driven click modeling. Your campaign should be some combination of predictive and reactive, Lee said.

What Lies Ahead
Be ready for the future, Lee said. There are several variables to keep on your radar in the world of paid search. Consider the following: