Search engine marketing (SEM) is a rapidly changing field rife with opportunities, but it takes expertise and experience to run optimal interactive advertising campaigns. When engaging in digital advertising, such as paid search, display media, social media advertising and remarketing, it's extremely important that your efforts are backed by knowledge and strategy. Here, our SEM experts provide the tips and information you can use to improve your campaigns, and your ROI. To stay up to date on our search engine marketing blog, subscribe to our feed.
As someone who talks to prospective clients every day, I’m still surprised when marketers want to force rules from other channels into their search campaigns.
If you’re new to search marketing here are a few points to help you with the transition:
1. Your target customers are identified by the keywords they use — not by their titles.
Many times I hear from people that only want to target CTO’s or some other c-level prospect. While that may be an effective approach for a direct mail campaign, it’s not a good fit for search. (Unless, via your other marketing channels, you’ve trained CTO’s to go to Google and type in: “I’m a CTO looking for a CRM consultant.”
In most organizations, various team members are assigned project responsibilities that will lead them to a search engine. If a receptionist is tasked with finding CRM vendors and uses search as a tool, then I think you would want to be found by that receptionist, even though they don’t hold the purse strings or the coveted c-level title.
2. You have more than 5 keywords or key phrases.
A pop in the Midwest is the same mixture of carbonated water and sugar that it is everywhere else but here in South Florida, it’s called a soda. All people think differently and therefore search differently. A broad keyword like CRM has dozens of long tail keyword phrases that may make sense for your business. At the end of the day, these phrases may be more important and in many cases convert better than the original keyword that you thought was so important.
3. Everyone searches differently.
Some people start with a broad search and then refine. Others start with a longer, more descriptive phrase and if they don’t see what they want, pull back to something more general. Still others will start at one engine and will go to another if they don’t like what they see in the SERP. Most importantly, people will skip between Organic and Paid results to find a site that meet their needs.
And, finally, every online effort has to include the implementation of an analytical tool so that you know what keywords, channels and engines convert for your site.
Google is becoming a one stop shop for Marketers. Now offering Radio, Print and now TV advertising. But can Google revolutionize the TV commercial industry? “Not likely” says Catherine Holahan from Business Week. Google doesn’t offer in the offline world what it can online. Google online offers the ability to get to a consumer directly and be able to get that consumer to make a purchase or sign up in one sitting. In the offline world Google will be able to service marketers by presenting an ad to the consumer, but how will sales or sign ups be measured offline?
But for me at least Google will offer the opportunity for a marketer to have the ability to do TV advertising along with Radio and Print advertising, not just online adverting. This is really ideal for every marketer and Google is making it easier for everyone. Read more information: http://www.businessweek.com/technology/content/apr2007/tc20070404_033516.htm
The next article below basically confirms the rumor of Google TV going into beta testing, and the announcement from Google. http://searchengineland.com/070402-210000.php
By now, most of us are aware of Google’s QS and vaguely cognizant of the standardized methods of attaining a reputable one. Keyword, ad copy, landing page relevance, historical data, click-through-rates, etc. are all considered necessities when creating high-performing ads.
So do the sponsored ads in positions 1 and 2 have the highest quality scores for a given keyword? Not necessarily. Your Quality Score affects how much you pay-per-click, so some advertisers may choose to pay the extra money to make up for their lack of QS. It’s a balance thing: the higher your Quality Score, the lower your cost-per-click and visa versa.
What if you could somehow locate which competitors had the highest Quality Scores? Then you could study their headlines, ad copy and landing pages, and apply what you have disseminated to your own advertisements. There is no clear-cut way to find these high Quality Score competitors, but there is a pretty nifty trick that will give you some of what you seek.
Type the keyword/phrase of the sponsored ad you would like to improve into the Google Search Bar. Make sure a series of meaningless numbers/letters follows the phrase.
For example: Search Engine Optimization 4564684651
-or- Search Engine Optimization qiuwheqiuh
Because Google cannot identify the keyword/phrase in conjunction with the numbers, it will instead display the best performing ads with the highest Quality Scores. Go ahead and try it out for yourself – let me know if it works for you, too!
Note: If you search on a keyword/phrase more than once without clicking on a sponsored ad, Google may cease displaying the ads.