Paid Search is a rapidly changing advertising medium and it is crucial to keep up if you want to be successful in this field. For example, advertisers have the ability to tailor messaging directly to searchers on-the-go if they take advantage of Mobile/Geo based targeting. This gives them the opportunity to use location-based messaging to offer in-store/onsite discounts and special offers specific to customers’ locale. Also, rich media ads in search allow for true branding efforts as they provide a merge of display and SEM. These are just a few of the many new Paid Search opportunities introduced every day.
With over five years of SEM experience, we are experts in innovation. We have developed several of our own unique features to ensure advertisers have access to the newest and best SEM techniques:
• Catalog management – the ability to optimize and report independent of search engine account structure. Makes highly-targeted, large accounts extremely manageable.
• Day-parting at the Keyword Level – the ability to pause/activate and make bid adjustments on a keyword independent level based on the time of day/day of week.
• Automated Day Parting – algorithmic day parting designed to maximize exposure in hourly ranges with the highest user interaction
• Automated strategies at the Keyword-match type level: four options (custom rules; rank strategy; 2 algorithms: core/predictive and tail/reactive)
In addition of our own strategies, below are some new and helpful tips to keep up with this fast-paced SEM world:
1. Isolate brand terms from branded terms, i.e. ‘the widget store’ vs. ‘widget store baseballs’ to get further insight into the ROI of both types of terms
2. Isolate top cost-generating keywords and write specific, dedicated ads for each
3. Take a portfolio approach to scale – identify the most cost effective campaigns and scale in order to maximize efficiency
4. Don’t weight all conversions equally unless they are all of equal value to your company. Instead, optimize to sell products with a higher margin
Through a focus on improving relevance, maximizing control and building scalable programs, we are able to successfully stay ahead of and take advantage of rapidly changing SEM industry trends. Our best practices are also centered around maximizing Quality Score and not just bid management. We see the key to constant innovation and improvement to be frequent and methodical tests followed by careful analysis while keeping the core of our methodology simple and strong.
Jacqueline Brown
