|
7 Advanced Steps to
Effective Search Marketing
The 7 Steps Found within This Guide Will Assist You to Achieve Your Objectives with Balance and Precision.
Best Practice Guide
Learn how to:
. Generate more response volume (sales, customers, orders, leads, traffic). Do it more cost effectively . Make the company look good (in other words .build the brand)Introduction B, keyword search vs. contextual, unique visitors vs. total clicks, etc.) determines . the level at which business decisions can be made. If you're a professional engaged in Search Engine Marketing (let's call ourselves Smarketers), chances To determine efficiency, metrics must be established to track desired behavior are you're always looking for insight and tools to or actions. This can be addressed with internal or third-party analytics. Because help you manage your program more productively. conversions are further down the acquisition funnel than clicks, the numbers are Let's face it: Smarketers have a difficult job to do. smaller, and more time is needed to generate the level of data necessary for statis-We get a lot of questions. We juggle many priorities. tical significance. The critical exercise is to combine the cost data from the search We have to measure success in many diverse ways. engine with the conversion data from analytics tool to monitor the efficiency at the So we've designed this guide to help you under- different bid levels.stand some of the proven principles and robust tools that are available, and the best ways to use them to This exercise can take place at any level of keyword hierarchy, but you should keep continually improve your campaigns. in mind that as the keyword volume decreases, the time it takes to see the impact increases. Bid automation tools can expedite this process, but handing the reigns Smarketers responsibilities can generally be over to a robot requires good data integrity and an especially detailed definition of summed up with three statements: criteria and resulting actions. . Generate more response volume (sales, cus-tomers, orders, leads, traffic) Net Takeaway: . Do it more cost effectively If your most important goal is to maximize volume, you'll want to maintain a cost per . Make the company look good (in other words acquisition (or other efficiency metric) at a certain level. If your current maximum .build the brand) bid is $2.00, you could test bids of $2.10, $2.50, $3.00, and $5.00. Watch your traffic at each of the given levels, and determine where there is the most change. If Of course, you typically have a wide range of data there is a significant traffic boost at $3 and virtually no incremental lift at $5, your sources to help you do your job, from search engine next round of bid should start with $3 and work downward. But if you still see lift at campaign data and internal reports to third-party $5, your next test should start at $5 and work upward. Once you have a feel for the providers or analytical tools. The tricky part is traffic breaks, set your bids there long enough to get a read on efficiency. knowing how to implement that data into actions. This guide is designed to help you do just that. It Omniture SearchCenter Integration: will provide you with an overview of best practices A bid management solution such as Omniture SearchCenter allows you to auto-and proven steps for success. It's broken down into mate this function. You can establish a business rule that maximizes volume with a seven logical steps. Follow these steps, and you just maximum CPC of $5.00, for example, and SearchCenter will periodically check the may see some impressive results to call your own. keyword price to see if it needs to be adjusted. You can also set an efficiency thresh-old, based on the deep metrics that are already being measured in SiteCatalyst. The The seven steps are: value of the automation is that the tool will drive the bid to the target instead of you, and you'll have more time to manage your keyword program more efficiently.1. Refine Keyword Bids 2. Target Ideal Positions 3. Optimize Ad Copy 4. Select the Right Keywords 1 1 if5. Use Specialized Matching Options 6. Leverage Contextual Campaigns then7. Monitor Against Click Fraud
Step 1. Refine Keyword Bids
The most obvious variable in paid search campaigns -keyword bids- is often the most neglected, or at least not leveraged to its full potential. Maximum bids are often set at a g... [download for more]
|
