Seven steps to effective search marketing
If you're a search marketer, you have a tough job. Your tasks can be summed up in three categories:ááGenerating more response volume (sales, customers, orders, leads, traffic); obtaining response volume more cost-effectively; and making the company look good (that is, building the brand).
As a result, you are always looking for insight and tools to help manage your online programs more productively.
This article oulines seven steps to help you more effectively conduct your search marketing.
■ Refine keyword bids: The most successful search marketers are continuously testing multiple bids and monitoring effects.
■ Target ideal positions: Because of its highly visible nature, managing keywords based on position or the ranking of a keyword's listing on a search engine results page has traditionally been a very popular technique.
■ Optimize ad copy: Ad copy is a flexible tool available to help you reach your goals. It dramatically influences volume, conversion and branding. Find opportunities to distinguish yourself.
■ Select the right keywords: The best mix is a combination of awareness and purchase-ready keywords.
■ Use specialized matching options: Depending on the search engine, keywords can be matched in several ways. It's important to have a basic understanding of the most common ones, and how you can use them to your advantage.
■ Leverage contextual campaigns: Contextual advertising touches consumers in a different mental state. Instead of being in a results-oriented "find it" mind-set, they are in a more passive, browsing mode. Instead of being the primary focus, contextual ads are at best incidental and compete with a potentially diverse gamut of equally relevant keywords.
■ Monitor against click fraud: Click fraud has certainly been talked about to a great extent in the media, and online search companies are addressing it. However, that alone does not absolve search marketers from understanding inconsistencies in their metrics and finding a remedy for suspicious activity.