The core of any online CPC campaign is the list of keywords that you choose to bid on. The keywords need to not only represent your company and its products/services, but they also need to be frequently searched on and relevant to the landing page that you drive traffic to. 

Google has had a few tools to help with keyword research and optimization, and recently launched the Google Search-Based Keyword Tool as its newest enhancement. This tool informs you of the keywords that you are currently missing out on, based on search query data from the content on your site. In other words, it allows you to see the most popular keywords related to your site, and focuses on the ones that you are not currently bidding on.  It also suggests landing pages to go along with each keyword suggestion.  In doing so, the tool helps you identify additional and relevant advertising opportunities that aren’t currently being used in your AdWords campaigns.

This tool will be extremely beneficial if you have the desire to capture more keywords related not only to your products, but also to the content on your website.  However, adding keywords is not the only way to improve your keyword list.

Below are a few suggestions to help optimize your CPC keyword list:

1. Keyword Research: There are many keyword tools that marketers use to compile their list of keywords.  Google offers several tools that will allow you to see the search volume, search history, average CPC, and additional keyword ideas.  Here are a couple:

a. http://www.google.com/sktool/#
b. https://adwords.google.com/select/KeywordToolExternal.

2. Aggressive Bidding Structure: Make sure you are showing
above the fold of the page for your most important keywords. This might require an increase in your CPC bid, but it is often worthwhile and should help improve your CTR.
3. Relevant Ad Copy & Landing Page:  After a search has been made on one of your keywords, you want to make sure your ad copy is relevant to the keyword searched upon, especially if you are in one of the top positions.  Also, it is extremely important that the landing page be relevant to the ad copy.  If the visitor is sent to a page that doesn’t have content related to the keyword or the ad, the visitor’s interest will be diminished.

Having a dominant presence for the keywords that mean the most to you and your business is essential for the success of your online marketing campaigns. Utilize the tools that are available to help improve your CPC campaigns.   Happy keyword hunting!

Yahoo’s fate has been a hot topic of discussion for most of 2008. Earlier this year, there was talk about Microsoft acquiring Yahoo for $45 billion. On June 12th, Google announced an advertising agreement that gave Yahoo the option of using Google to provide ads on its network of websites in the U.S. and Canada.  However, on November 5th, it was announced that Google decided to end the agreement with Yahoo Search, in order to avoid a challenge from the U.S Justice Department.

David Drummond, Senior Vice President and Chief Legal Officer at Google, said in the Google blog, “After four months of review, including discussions of various possible changes to the agreement, it’s clear that government regulators and some advertisers continue to have concerns about the agreement. Pressing ahead risked not only a protracted legal battle but also damage to relationships with valued partners. That wouldn’t have been in the long term interests of Google or our users, so we have decided to end the agreement. Google plans on staying focused on what they do best: creating useful products for our users and partners.”

The partnership between Google and Yahoo was originally discussed to prevent Microsoft from purchasing Yahoo. The acquisition of Yahoo by Microsoft would have proposed a more serious competitor to Google.  To avoid this acquisition, Google’s management took a risk by agreeing to the Yahoo partnership, knowing the merger would intensify the government’s scrutiny of Google’s dominance.  Many industry professionals feel that Google already has too much power, and it doesn’t seem to be slowing down anytime soon. According to a recent article in Ad Age, Google’s search-query share hit 63% in August. 

Now that Google declined the Yahoo search deal, many still believe Microsoft will make another attempt to purchase Yahoo’s search engine, especially now that it can be bought for much less then the originally proposed $45 billion.  Another theory is that Yahoo will join forces with a combination of AOL, Ask.com, and News Corp. Most marketers want to see healthy competition in the search engine space. Healthy competition results in lower prices and a more even playing ground.  By joining forces with any of the above mentioned, Yahoo could become the second biggest player in the search engine space.

Communicating the importance of online and offline marketing integration is something that I speak with clients about on a regular basis. As a Client Strategist at an online marketing agency, the typical conversations tend to deal with SEM, SEO, and design efforts.  However, I try to stress the importance of understanding their offline marketing efforts, to better implement what we are promoting online.  Each medium used in a marketing plan needs to work together to tell a story.  That being said, in today’s economy, it is more important than ever to allocate your marketing dollars to the most effective media.  Due to the tracking and analytical capabilities of online search marketing, paid search seems to be the first choice for many organizations.

Despite the instability of today’s economy and the decline in traditional media spending, the future of online ad spending in the US looks to increase over the next several years. According to a recent eMarketer report, more than eight out of 10 marketers who spent at least $50,000 per month on paid search said they planned to maintain or increase their spending during the next 12 months. eMarketer estimates that paid search spending will not only rise in 2009, but double between 2009 and 2013, when it will approach $24 billion. 

Advertiser’s migration toward search advertising stems from its measurability and accountability functions. Companies are looking for a more defined method to apply to their marketing plans, hence the spending shift from offline traditional media, to online media.

So as 2009 marketing plans are being budgeted for, advertisers need to keep two things in mind.  First, advertisers should consider allocating more of their marketing budgets to search and other online initiatives, due to their tracking capabilities. Search spending is on the rise, and every company should be on board!  Second, advertisers need to make sure that every marketing effort is integrated together to tell a consistent story.  Televisions ads should drive people to search for the products, services and promotions mentioned in the ad.  Search needs to represent the same products, services and promotions. The landing page that search traffic drives visitors to needs to represent the same offerings, etc.

Over this next year, I challenge advertisers to work with their marketing team and/or agency to determine the best strategy for the company and its services.  Working together will drive the best results!