The Who, What, When, Where & Why of Paid Search

If you’re setting up a new paid search campaign or even just want to make your existing one work that little bit harder, you can use the old school ‘Who, What, When, Where and Why’ to define your objectives and get you started. Here are just a few questions you should be asking yourself about your paid search campaign.


Who do you want to target? Who you decide to target is predominantly based on the paid search keywords you select. Keyword research using Google’s Keyword Tool is a good place to start.

Who is your target audience? While with PPC it’s difficult to pin point who the typical searcher is, knowing a bit about who is clicking on your ads certainly helps! Okay, so I don’t mean knowing the middle names and shoe sizes of your potential customers, but knowing their buying habits and trends can help you define your strategy. Are these people searching on mobile devices or tablets? If so, make sure you’re showing your ads on mobile and tablets devices! Are they on social websites? This is more difficult to know, however if you know the type of person you are targeting are ‘hanging out’ on social networks then this can be a perfect paid (or non-paid) opportunity.


What do you want people to see? Do you want them to see an ad with offers or one highlighting your USP? Your ad copy is the only thing the user sees about your campaign, so your ad copy needs to make people click! It doesn’t matter how well your account is structured and managed if your ad copy isn’t getting clicked on!

What do you want people to do once they’ve seen your ad? Do you want them to buy a product? Make an enquiry? Share content?

The ‘what’ part is really all about strategy, strategy, strategy!

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