Search engine marketing is still the “bread and butter” of many digital marketing strategies. Learn about platform features and practices that will make your cost-per-click campaigns successful through their lifecycles – from impression, to click, to conversion. Our experts explore keyword strategy, ad copy, campaign structure & organization, bid strategy and more on our blog.
Late last week, I was speaking with a client about their campaign performance by using Google Analytics. Since this client only services one specific part of the country, I was able to show them a state view which indicated how many visitors arrived from each city in the area. It occurred to me that many advertisers are not getting as deep of a level of information as they could be.
Not only does Google Analytics allow advertisers to track both paid and non-paid search engine marketing efforts, but it also allows insight into user patterns and trends. For example, by comparing goal conversions to amount of visitors, an advertiser can see which days result in higher conversions. From this information, it is even possible to then determine which days may require a larger budget than others.
Google Analytics data is also helpful in assessing which countries, states or cities result in goal conversions and sales. For example, an advertiser who sees that specific states have significantly lower conversions and higher bounce rates compared to other performing states may use this information to exclude the non-performing states or cities.
I always recommend to my clients to use their Google Analytics or at least play around with it. The level of detailed information available with Google Analytics plays an important role in shaping your online efforts. There is more to look at than only the Google Analytics dashboard; try clicking around and see what types of campaign information you discover. Remember, you are not going to break it, so explore the wonderful world of Google Analytics for yourself.
Yahoo introduced several new enhancements to their targeting capabilities this week including geo-targeting, ad scheduling, demographic targeting, and added bid adjustments based on those targeting features.
Now, according to the Yahoo Search Blog, you can incorporate different geo-targeting settings at different levels within the same campaign or ad group. For example, you can set a geo-target option for a zip code in New York and the entire state of California. In addition, you can set higher bid amounts for each geo-targeted location.
Another enhancement is the long awaited ability to day-part. Advertisers now have the option to have their ads be displayed at the designated time of their choosing. In addition, you have the option to increase your bids at specific times of day.
Demographic targeting will allow advertisers to target theirs ads to a specified group of people. For example, you can target females, ages 18-20. You will also have the option to set a premium bid for audience segments you feel are more valuable.
With these improvements, advertisers have greater control over who sees their ads. They also have the ability to drive a more targeted user to their website and get higher qualified customer.
Many search engine marketing professionals, have viewed Yahoo as a secondary search engine to Google; with fewer audience targeting options and no dayparting available, it has not been easy to synchronize online advertising efforts as with Google campaigns. However, this may change very soon. Later this week, Yahoo will unveil its enhanced targeting features for their Search Marketing program.
Yahoo’s new enhanced options will finally allow advertisers to schedule their ads with day parting. There will also be an option to select multiple states, cities, DMAs, zip-codes, and mix and match for each campaign. The option to combine zip codes with specific states, cities or DMAs is not available on Google, or any other search engine for that matter.
Yahoo goes one step further with its targeting functions by allowing advertisers to target audiences demographically on a search campaign. Audiences can be targeted by gender or age. While Google also has a demographic targeting option, it is only available for content campaigns; Yahoo’s option allows for demographic targeting for both search, as well as content campaigns.
These new Yahoo features only allow for advertisers to reach a more specific audience. According to Michael Walrath, Senior Vice President, Advertising Marketplaces Group at Yahoo, ‘As the economy continues to put pressure on advertising budgets, marketers are looking for increased accountability for every dollar they spend. Yahoo!’s new targeting products significantly improve the ability for search and display advertisers to reach their target audience, providing increased efficiency and accountability.’
This is a new era for Yahoo Search Marketing; the enhanced functions and features are only the beginning. It’s not clear whether Yahoo will become the next Google, but one thing is for sure, they are moving in the right direction.