Success in search engine marketing is a matter o scale; that is, dealing with the
issues o growing scope. As a search marketer, you can eel like a wiz when you
start out handling a ew dozen keywords, and making a ew adjustments here
and there. But once those dozens o keywords turn into hundreds and thousands,
and you’re trying to broaden your strategy to integrate your search marketing
with other online strategies like landing page optimization or remarketing through
email, etc. your task becomes ar more complex. Truthully, it ends up being more
than you can realistically do well—or do at all.
This guide has been written to help you become a master search marketer. It helps you transition rom drinking rom the SEM rehose to thoughtully and strategically approaching search.
These 11 tips come rom tried-and-true best practices rom some o SEM’s
orward-thinking marketers. Consider how you would implement the dierent
strategies as you read them. Not all o them may be or you in your business’s
situation. But, they will help you nd the ways to automate and strategize your
search marketing in a way that will help you grow as your SEM reach becomes
broader and more complex.
When optimizing your search engine marketing campaigns it can be tempting
to think in a silo. Improved copy equals a higher click through rate (CTR), better
landing pages, better conversion rate. The truth is much more complicated.
Take CTR or example. I by changing your copy you are able to increase the CTR on your ads rom two percent to three percent, then you should expect about 50 percent more clicks assuming no budget constraints.
What happens, however, i the increase in CTR is enough to bump you rom
second position to rst? Just by being in a higher position, you should get another
uptick in CTR. That means it’s possible that the new copy nets you not just a 50
percent bump in clicks, but 60, 70 or 80 percent.
Conversely, it’s possible that the improvement in the quality score doesn’t maniest
itsel in better rankings but rather in a lower cost per click, making the net eect
o the content change 50 percent more clicks at a cost o 20 percent less per click.
Another example o SEM synergies is the eect an improvement in landing page
conversion rate can have on your campaigns. Again, assume that by using a
new landing page you are able to double the conversion rate rom your keyword
campaigns rom one to two percent. Upront, this means double the orders or the
same cost so the ROI on your campaigns doubles as well.
Assuming that the keywords pointing to that page have been in second position
because that is the highest position that can be justied based on the ROI, it’s
likely that bids can now be increased to raise your ads to rst position and increase
clicks and orders even urther. You can see that a change that appears to make
a specied dierence (double orders) actually makes a larger than anticipated
dierence (more than double to orders at the same eciency).
Success in search
engine marking is a
matter o scale; that is,
dealing with the issues
o growing scope.
the SEM rehose
The contextual advertising networks on the major search engines have gotten a bad
rap rom some in the industry or their supposed poor return on ad spend (ROAS).
To understand why, try playing a little game next time you’re browsing the Web:
Every time you are on a site and see an ad served up by the contextual network
that has seemingly no relevance to the page it is on, try to nd the trigger word or
phrase that might have brought up that ad.
It is interesting to see how oten you nd a largely irrelevant ad triggered. For instance, when the author o a gardening blog, writing about begonias, briefy mentions her arthritis, it triggers ads or pain medication rather than a more appropriate ad or a garden trowel.
To do this, populate your campaigns with unique words and phrases that you nd on the sites you would like your ads to appear on. Using our example above, the pain medication advertisers might have been better served to bid on the term “rheumy” a common abbreviation used by arthritis suerers in online support groups. Building these types o campaigns requires more time and research but the improvement in perormance should be more than worth it.
Too many marketers are allowing themselves to be managed by inecient,
suboptimal or even counterproductive metrics. This can be especially true when
the conversion process has many steps and takes a while to complete such as lead
generation and B2B marketing.
The challenge many search marketers ace is guring out how to balance the
immediacy and convenience o high-unnel metrics with the greater condence
that can be placed in customers and events lower down the sales unnel. For
example, let’s assume that you run a lead generation campaign rom which
generated leads are unneled to a lead qualication team which moves all
qualied leads to a sales team that works to close the deals. The temptation might
be to manage these campaigns to a cost-per-lead metric and leave it at that. This
will almost always result in less-than-optimal campaigns since dierences in lead
perormance down the line are ignored.
unique words and
phrases that you
nd on the sites you
would like your ads to
to be managed
suboptimal or even
Two keywords may
both produce leads
at a cost o $20, but
one will be more
valuable because its
leads are twice as
likely to convert.
Now bringing you back...
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