Search Engine Marketing Blog

Cutting edge interactive advertising.

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.

January 18 2007

Managing Your Search Engine Advertising Budget: How Much is Enough?

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So you want to show up in the top results within the search engines? The question is, are you willing to pay for it? Whether you are new to Search Engine Marketing (SEM) or a savvy online advertiser, setting an appropriate budget can be a difficult task without a strategy in place. I have found through experience that many firms setting new Cost per Click (CPC) budgets are simply shooting in the dark.

A common recommendation is to set a testing budget and monitor your results. This flexibility allows you to find the right budget to maximize your ROI. Keep in mind that bidding for first position is not always as profitable as lower priced positions. By using the following tools, you can investigate keywords and bid prices to come up with the right budget for you:

Google Adwords Keyword Tool
Yahoo Bid Tool

I have worked with several companies that found through this testing process, whether increasing their CPC bids or monthly budget, they actually produced a higher return on their investment. Remember there is no perfect solution, and the more flexible you are, the more open you will be to online success.

January 11 2007

Keeping Up With The Constant Changes Is No Easy Task!

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If you don’t like the weather, just wait 10 minutes! This saying also applies to the dynamic search industry. If there is one thing that is certain about the future of search engines, it is that they will continue to change frequently. For example, I often find myself discussing a Search Engine Marketing topic with a client and the very next day, the same topic we discussed is completely outdated. It could be something as basic as online market share percentage, to a search engine completely changing who they are partnering with. (see next paragraph for more on this topic) The Search Engine Marketing industry is so completely dynamic and constantly changing, and always keeps me on my toes!

A perfect example of how things rarely stay stagnant for too long, is with the search engine http://www.miva.com/ . Miva is one of the search engines we submit many of our clients to. MIVA recently announced that they will be dropping Yahoo and signing on with Google. In more simplistic terms, the search results will no longer be generated from Yahoo’s database; they will come from Google. This change should occur later this month. Being that Google accounts for the majority of the market share, it is not surprising that other engines, such as MIVA, would want to partner with them. Click here to read the entire article (Did I also mention that MIVA was previously called Findwhat?)

Another example of how this industry doesn’t wait for anyone is the constant evolution of Search Engine Algorithms. The top search engines are constantly tweaking their algorithms and filters, and spiders continue to improve. Simple changes to an algorithm can have a noticeable impact on the way your site is positioned within the search results. It is critical to be aware of such changes within the industry, and take a proactive approach.

A great way to keep up with the constant changes is to sign up for newsletters and articles from various publications. They are free and very informative. Here are just a few that I find useful:

http://www.dmnews.com/
http://www.searchbuzz.com/
http://www.emarketer.com/
http://www.searchenginewatch.com/
http://www.traffick.com/

The Search Engine Marketing industry is never static, and things will continue to change rapidly, however articles and publications like those mentioned above can certainly provide some insight! Happy reading.

January 8 2007

Redesign With A Mission For Success

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A website redesign where Search Engine Optimization (SEO) has been an essential ingredient from the very beginning will outperform in terms of search engine visibility when compared to a website redesign where SEO has been included as a last step. If a redesign is guided through the SEO lens, success will be envisioned because it is not only a time-saving strategy, but also a cost-effective one

Still, it’s typical for clients that come to us say that they would like to consider SEO now since their site is almost ready to be launched. This is puzzling to me. They’ve already spent a significant amount of money in redesign and never included SEO in that budget? Now, they want to budget for SEO after their money for the project is almost gone, or the redesign is nearly complete.

What are the consequences of the previous situation? Well, there are several, but the essence remains in having redesigned for look and feel without taking into consideration that this beautiful website may not be found prominently in the search engines.Read More

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