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SEM Tips for Master Marketers - Thomas DiSanto

SEM Tips for Master Marketers - Thomas DiSanto

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Published by Thomas DiSanto
WHITE PAPER

11 Tips for Master Search Marketers
Presented by Omniture, An Adobe Company Compiled by Ben Brutsch, who runs the Omniture search marketing program

11 Tips for Master Search Marketers

INTRO

Success in search engine marketing is a matter of scale; that is, dealing with the issues of growing scope. As a search marketer, you can feel like a wiz when you start out handling a few dozen keywords, and making a few adjustments here and there. But once those dozens of keywords turn into
WHITE PAPER

11 Tips for Master Search Marketers
Presented by Omniture, An Adobe Company Compiled by Ben Brutsch, who runs the Omniture search marketing program

11 Tips for Master Search Marketers

INTRO

Success in search engine marketing is a matter of scale; that is, dealing with the issues of growing scope. As a search marketer, you can feel like a wiz when you start out handling a few dozen keywords, and making a few adjustments here and there. But once those dozens of keywords turn into

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Published by: Thomas DiSanto on Sep 20, 2010
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05/12/2014

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Presented by Omniture, An Adobe Company
Compiled by Ben Brutsch, who runs the Omniture search marketing program
WHITE PAPER
11 Tips or Master Search Marketers
11 Tips or Master Search Marketers
INTRO

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. Truthully, 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 thoughtully 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 dierent
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.

1. UNDERSTAND THE RELATIONSHIP BETWEEN
COMPONENTS OF AN SEM CAMPAIGN

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 maniest
itsel in better rankings but rather in a lower cost per click, making the net eect
o the content change 50 percent more clicks at a cost o 20 percent less per click.

Another example o SEM synergies is the eect 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. Upront, 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 justied 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 specied dierence (double orders) actually makes a larger than anticipated
dierence (more than double to orders at the same eciency).

Success in search
engine marking is a
matter o scale; that is,
dealing with the issues
o growing scope.

Transition rom
drinking rom
the SEM rehose
to thoughtully
and strategically
approaching search.

11 Tips or Master Search Marketers
2. CONSIDER THE CONTEXT OF
CONTEXTUAL CAMPAIGNS

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 oten 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.

By targeting sites rather than keywords you can eliminate or at least minimize this
type o mismatching and dramatically improve your CTR, Qscore and ultimately
your ROI.

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 suerers in online support groups. Building these types o campaigns requires more time and research but the improvement in perormance should be more than worth it.

3. ANALYZE YOUR FUNNEL METRICS

Too many marketers are allowing themselves to be managed by inecient,
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 condence
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 qualication team which moves all
qualied 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 dierences in lead
perormance down the line are ignored.

Put another way, 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.

Populate your
campaigns with
unique words and
phrases that you
nd on the sites you
would like your ads to
appear on.

Marketers are
allowing themselves
to be managed
by inecient,
suboptimal or even
counterproductive
metrics.

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.

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