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.
Yahoo’s new advertising platform, Panama, offers advertisers and online marketers many new features to increase a campaign’s effectiveness.
When it comes to developing a strong Search Engine Marketing (SEM) campaign, advertisers are faced with various decisions. The following is an example of a question advertisers face in the development of ad copy for a campaign:
Does the choice to use a specific matching type on my keywords make a difference in paid search?
The answer is yes. The keyword matching you choose plays an important role in serving ads. Keyword matching is a tactic advertisers can place on individual keywords inside a specific ad group. Keyword matching is prevalent throughout the many search engines’ advertising platforms available today. For example, advertisers can use keyword matching from inside Google’s Adwords advertising program. The keyword matching options available are broad match, Google’s default setting, phrase, exact and negative keywords.
Similar to Google Adwords, individuals who advertise on Yahoo can also utilize a keyword matching system. Yahoo has developed a highly intuitive ad placement system to aid in positioning ads properly for distribution in the Yahoo content and sponsored networks. Yahoo’s default setting is an advanced match, which is a combination of phrase and broad matches.
In the past, Yahoo sponsored ads were delivered only on a bid-to-position system. However, the new system now incorporates relevancy as a key factor when serving ads. Paying the highest maximum bid for a specific keyword may not help an individual gain the top position when ads are displayed.
It is important for Yahoo’s customers to choose wisely when building their campaigns. From within a search engine’s interface, advertisers can easily switch between keyword matching options. The key to developing an effective campaign is to create a specific keyword list and to alternate or mix match types to cover a breadth of search engine result pages (SERP).
As search engine marketing evolves and grows, the rules of the game are made, changed and re-thought. In a recent court decision, Google’s right to filter and disallow ads they feel are objectionable was upheld. The ruling declared that first amendment rights do not extend to paid advertising on search engines and that Google could prevent the site in question from appearing in the sponsored listings. However, the defendant’s site is not prevented from being active, crawled and advertised elsewhere on the web.
This may seem like a bold move for Google and the government, but it reminds us that Google and the internet are not synonymous; Google is part of the web, it is not the web itself. Also it is an advertising venue that has the right to categorize and monitor content like traditional venues. One is not surprised that racy ads are not played during children’s programs or displayed in schools — the same applies on Google. That being said, as advertisers we must better understand how we can utilize the online outlets available to reach the target audience by evaluating where, how, and when we want to appear.
The other half of this recent controversial advertising story is how pushing the limit, offending someone, has become an advertising tactic due to the viral spread of the offense across social networks. The user generated content demands that articles be written and coverage be done in every outlet possible! We’ve seen this in Boston and all over the super bowl ads. One has to wonder, when will pushing the limit get old and become too much of the norm??
What is an internet advertiser to do — offend the media & fight with the engines to get attention? This is not the best course of action. It may produce quick results, but they are not lasting – just like spamming. Instead, practice and encourage responsible advertising in line with the regulations and best practices of each engine and outlet. Working this way produces results and longevity — not to mention protecting an organization’s image as being responsible and reliable rather than trendy and tricky.
It has been my experience that most organizations want nothing more than to see their ad displayed in Google, the “Big Fish” in the Sea of Search Engines, but is there more to Search Engine Marketing (SEM) than using such industry giants? Could your money be spent effectively in other engines as well?
Recently I have submitted clients into smaller search engines such as Quigo. While some are not as well known, I am sure you have heard of ESPN, USA Today, and Fox News. Using networks such as Quigo, your companies’ ads will appear within the context of these well-known and reputable sites. The advantage here is that you are targeting highly motivated and interested users in an environment in which they enjoy and trust. I am also able to pick the sites that best fit my clients’ target audiences or even define whether a specific ad should be displayed in a local market or at a national level.
Of course, it is always important to analyze these engines before making any decisions and determine your expected ROI, but I can say that my clients are now enjoying the advantages of utilizing an additional, cost-effective channel for increasing their exposure.