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Article Archive by Ryan Faria


May 11 2009

Is Your Campaign Too Crowded?

by Ryan Faria

When looking at your search engine marketing campaign, are there too many keywords in your ad groups?  Recently, I have conducted several SEM audits for clients who run their own in-house pay per click efforts.  I was asked to provide suggestions on what could be done to improve the performance of their current campaigns.   

Quite often, the main factor which causes poor performance is the amount of keywords placed within an ad group.  Having too many keywords in an ad group can have many repercussions.  If the keywords do not have a common theme and are placed within the same ad group, it may start to affect the quality score for the campaign as a whole.  It can also make the campaign difficult to manage.

When creating a search engine marketing campaign, it is best to concentrate on smaller ad groups.  While ad groups consist of tightly themed keywords, try breaking the keywords out into more specific ad groups.  For example, an advertiser selling pet products may develop an ad group for leashes; which may contain many various types of leashes.  It is suggested to take that group and divide the keywords into even more tightly categorized keywords such as dog leashes, puppy leashes, retractable leashes and so on. 

Another suggestion is to create separate campaigns when choosing to participate in the content network.  By simply opting into the content network you are unable to control which part of the budget will be spent on searches and which part will be distributed to the content network.  When ad groups are of a substantial size, the budget can be used up quite quickly.  To avoid this problem and manage your budgets effectively, keep the search and content campaigns apart from each other.

It may only take one or two bad keywords to completely drag down the quality score of the entire campaign.  Try grouping your keywords in small, tightly themed ad groups to get the most of out your search engine marketing campaign.

April 28 2009

Facebook…It Just Makes Cents

by Ryan Faria

It’s pretty hard to ignore the impact Facebook has on our society; mothers, fathers, children, grandparents and everyone in between seems to have a Facebook profile.  But, the question advertisers seem to keep asking is, ‘How can I use Facebook to generate more sales or leads?’

Recently, I have had several hotel clients mention that they were running special deals due to the recent slump in the economy.  One option that I suggested was to advertise on Facebook.  Although, these clients were skeptical as to how this social media channel could drive sales and bookings, they trusted our expertise.  I explained that by using Facebook they can specifically target an audience with interests that closely matched activities either in or nearby the hotel.  For example, if the client was located in Aspen, Colorado, such interests worth targeting would be skiing, snow tubing, sledding and even Aspen.

In addition to selecting interests that match your company’s profile, you can also select age ranges as well as the gender you wish to target.  Best of all, advertisers can choose exact cities in the surrounding area; this leaves a huge opportunity to offer specials to local residents.

By having so many options to target your audience, Facebook makes it easy to find customers who are interested in the products and services you offer.  Many of the clients I have moved into Facebook are experiencing superb results. 

When starting your Facebook advertising, remember to set your budget small and see the results you receive before allocating more funds toward your advertising efforts.  Be sure that your message is clear and concise with a strong call to action.  Another extremely helpful hint is to include an image with your advertising copy.

Remember, Facebook is not just for ‘tweens,’ teens and college students; there are a huge spectrum of ages and interests waiting for you to target.

Posted in: Social Media

April 22 2009

Benefit From A Recession With Your Online Marketing Efforts

by Ryan Faria

Over the past few weeks, even during this economic crunch, many of my clients have chosen not to cut back on their online advertising spending.  The result of not reducing their ad spend has been nothing short of amazing.

In a previous blog I discussed the importance of not reducing advertising spends, especially during a recession.  As a concerned Campaign Manager, I advise my clients to take advantage of this situation.  With companies making budget cuts, more often than not advertising and marketing budgets are the first to get trimmed or even slashed.  That being said, this leaves much room to scoop up customers, as there is less competition. 

This result of limited competition has not caused my clients to reduce the budgets, but instead increase their advertising spends by 50 to 100%.  Cory Treffiletti of MediaPost says that during economic uncertainty “the first response is to spend, spend, spend. When brands spend during a recession, they do so to take advantage of the lack of spending by their competitors, attempting to increase market share by hammering home product benefits and values. This is an aggressive strategy that can result in a stronger recovery once the rest of the economy catches up.”

Not only are the visitors continuing to buy products, but they are spending significantly more time on the site and viewing more pages per visit than before.

So before you start putting your advertising budget on the chopping block, think of the big picture; this may be your organization’s opportunity to outperform your competition and stay on top.

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