There is no doubt that the world of search engine optimization is an ever-evolving field of algorithms and strategies. Even within the past couple of years, we have seen numerous revisions to Google through the releases of Panda, Penguin and Hummingbird: for many, keeping track of these changes and how they impact search engine performance is a full-time job. Most people, however, do not have the time nor energy to document every minute change. For those who need to be in the know and could use a bit of assistance, paid search strategies can be a sure-fire way to augment performance and increase engagement. If your brand is currently struggling and could use a bit of assistance in the SEO department, then continue reading to find out about three strategies you can use that revolve around paid search campaigns.

Proper Keyword Selection

When you are pinging search engines with content, you should always make sure that various keywords are included to help you rank higher in select SERPs. With paid search, the broader goal is no different. Many ad campaigns will include dozens of keywords, but your budget may require that you pick fewer. If this is the case, then you will want to target keywords that a) lead to the most conversions and b) have the highest costs per click associated with them. In the case of the latter, higher priced CPC rankings tend to lead to quality results over quantity visits.

Utilize A/B Testing

With virtually every type of advertising, A/B testing is a necessity that will help advertisers determine how and where to best allocate their funds in the future. When you determine which ad campaigns and which styles of outreach work best, you can then funnel more funds into each respective campaign in order to boost conversions and clicks. With most advertising programs (like Google), you will have a limited number of characters to use for the title and for the meta description. While this may seem rather restrictive, it does encourage advertisers to be succinct and “go for the gold” in terms of their pitches.

Determine Niche Value

If you are in the process of building a niche website that will target a specific set of SERPs, wouldn’t it be nice to know whether or not your offerings will be received positively before you put in all the work? Paid search strategies can provide crucial insight into this situation and allow webmasters to see whether or not their performance in these SERPs justifies the months of work that it usually takes to become featured on the first page. Nobody wants to spend months pinging search engines, only to find out that potential customers have no interest in their products, services or approach.

Conclusion

Before you attempt to dive head-first into any new search engine optimization project, paid advertising strategies may be the best way to determine your pathway forward. Not only can you achieve the same results via paid search as you can via SEO, but you can also determine whether or not the niches in question are worth your time before you make a serious investment.