July 29, 2009
As a paid search marketer, one of our main goals is to drive qualified traffic to our clients’ websites in the most efficient, cost effective manner. These days, expensive keywords, fierce competition and the mystical Quality Score have forced us to find new ways to find this “perfect searcher.”
So how does one go about finding the perfect searcher? How do you find the right keywords for the lowest CPCs? Mainstream tools such as Trellian’s KW Discovery, WordTracker, Nichebot, and Google Adwords’ Keyword Tool are extremely valuable resources and offer many great keyword research methods and statistics. While these tools are a great starting point, when you’re ready to hone your campaigns to the level of maximum efficiency and ROI, the next step is to utilize the advanced keyword data available through tools like Google’s Search Query Report or our internal Raw Request report. These reports provide the actual search queries that are triggering your PPC ads. find out more!
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SEM, paid search, search engine marketing | Tagged: adwords, CPC, keyword, search, SEM | 
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Posted by esearchvision
July 16, 2009
In the retail world there are two seasons: holiday and the rest of the year. Companies will host a few other sales that bring in significant revenue, but everyone knows the big money comes in during Q4. With the influx of search opportunity, competition, and new technology during the holiday season, when we talk about the future of search, it’s applicable to look at both the short term [holiday 09] and the longer term [2010 and beyond].
As we witnessed during the 2008 holiday season, consumers are shopping for a deal – even more so in times of recession. What’s changed since the last time around? Those big ticket items from last year are turning into the biggest marketing opportunities for 2009, namely smartphones (and other internet enabled portable devices such as iPod Touch). For SEM purposes, the biggest difference between a smartphone and a WAP enabled phone is a true (HTML based) web browser – as HTML mobile browsers can support standard ad copy. With the introduction of device targeting within Google AdWords, advertisers can isolate smartphones into a unique campaign and take full advantage of opportunities like geo-targeting and one-click purchasing. Imagine seeing an ad targeted to your zip code for the exact product you’re searching for at a store nearby, and instantly making a purchase with one click. read more about mobile and holiday…
Leave a Comment » | Mobile Ads, SEM, Trends, paid search, search engine marketing | Tagged: SEM, mobile, holiday | Permalink
Posted by mwendling
July 8, 2009
The formal RFP is a preferred method for many companies desiring an exhaustive and standardized evaluation of multiple vendors. If you are thinking about issuing an interactive agency RFP that includes SEM, there are some unique characteristics that set paid search, and thus their RFPs, apart from other marketing channels. As regular RFP participants, we’ve learned a lot about how to get the most out of this process. The following are some recommendations for the SEM portion of your RFP.
- Keep the SEM section focused on SEM. The word Marketing in SEM can be misleading as paid search success is fundamentally an analytics exercise and the channel is remarkably complex. Although it is important to understand how paid search will interact with other channels and how an agency will help accomplish overall marketing goals, keeping the RFP SEM section focused on SEM will trigger the specific and detailed answers you need to pick the right vendor.
- Find out who your account team really is. Paid search workloads crop up in bunches and it’s important to have a scalable account team. Who is supporting your day-to-day account team from a technical, analytics and ad-hoc reporting/project perspective? Yes, the bios of your day-to-day contacts are important, but knowing how your account will be supported from a holistic perspective is also key. more tips here!
Leave a Comment » | paid search, search engine marketing | Tagged: paid search, RFP, sales, SEM | Permalink
Posted by esearchvision
