“Quality over quantity” applies to almost everything we encounter, from the foods we eat to the people we interact with. It certainly applies to pay-per-click ads, in which the quality of your campaigns, from keywords to ads to landing pages, takes precedence over the quantity of money you bid. Your keyword quality scores can be either a barrier of entry to ad rankings or your free pass to the head of the line. This session explores everything quality score, from what affects your score to how to improve it.
Dana Todd, CMO of Newsforce, directed a panel of four industry leaders in quality score, who take the discussion from the basics to detailed, actionable advice.
The Basics of Quality Score
Ron Jones, Search Engine Watch Expert and President/CEO of Symetri, gave a basic overview of quality score to those in need of a quick tutorial. He defined quality score as a dynamic value […]
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Written by on August 20th, 2008 with no comments.
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Continuing the day’s trend, I attended another landing page-related session to round out Day Two of SES San Jose. The Expert Roundtable brought together four ‘knights’ of landing page optimization, armed with their tips and tricks to achieving the ‘holy grail’ of pay per click ads: Landing Page Utopia.
Moderator Ron Belanger, Vice President of Agency Development at Yahoo! Search Marketing, helmed this team of experts. Each speaker had their own unique ideas as to what achieves the most effective landing pages, and I’ve highlighted some of their original ideas and basic tips.
Scott Brinker, President and Chief Technology Officer at Ion Interactive, began the session with a challenge to the typical landing page format. “Landing pages look the same today as they did five years ago,” he observed. Scott offered three ways marketers can move beyond the standard with their landing pages:
More than 1 page From a single page to a […]
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If you are in the market to harvest leads from your web site, then this is the session for you! Industry experts Barbara Coll, CEO of WebMama.com, Patricia Hursh, President and Founder of SmartSearch Marketing and Adam Goldberg, Chief Innovation Officer for Clearsaleing gave some tips and insight to help B2B marketers develop search strategies to increase the number of qualified leads from their search campaigns.
Patricia kicked off the session with 10 tips for B2B Marketers!
1. Reach prospects early in the buying cycle
The sales cycle can often be long and complicated. B2B marketers rarely face the fact that people are conducting product searches at the beginning of the buying cycle. Reality is, your customers are looking for your product information way before they are ready to convert. You have to be there early!
2. Advertise in ‘the tail’
General keywords should be leveraged to reach customers […]
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Written by on August 19th, 2008 with no comments.
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What is it about web analytics that that intrigues and yet scares companies at the same time? Everyone want to understand analytics, yet once one starts digging in, it can get complicated. In Identify, Analyze, Act: SEM by the Numbers, they gave tips on what you should be looking at and what you should be paying attention to.
Here are a few of the tips & thoughts that were shared:
Craig Danuloff
Invisibility; what can’t we see?
Every search is a question, every ad is an answer. Keywords simply connectors.
ROAS is a ‘feel good’ metric. don’t take it seriously.
Deception - Can you trust what you see?
Accuracy - What’s the margin of error. Is there statistical significance?
Banish brand terms as they throw everything off.
Unlimited power from huge data volumes. Lots of campaigns lots of data and a fluid business environment.
A change is not a test. Test design, test tracking, scoring […]
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Who doesn’t like when secrets are given away? I know I do, and I can’t be the only one who thrives on search engine tips, rumors and gossip. This afternoon the expert panel of David Rodnitzky, Terry Whalen, Chris Knoch, Vinny Lingham and Chris Zaharias, we in the audience learned some new, exciting and potentially scary tips from these industry experts.
Debunking 5 current SEM assumptions - the continued growth of the long tail, the 1,001 things to do in SEM, that everyone should do SEM, listening to the search engine and the opaqueness of search - the panel addressed the following realities of the SEM world.
Chris Zaharias kicked us off by saying that the ever-popular long tail has reversed. In the second half of 2007 and through June of 2008, the popularity of 1 and 2 word phrases being searched upon has risen. Because of this, Chris says that search […]
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When performing a search on Google, there are two different types of results that show up: the organic listings and the paid, or sponsored, listings. Organically ranked sites are those which Google finds most relevant for that search query. The paid listings show up because an advertiser is paying money to be ranked that highly for those phrases. When a searcher clicks on one of those listings, the advertiser is charged the cost per click price for that ranking, so hopefully the searcher will convert into a sale for that advertiser.
But what if you don’t know anything about search advertising or setting up a pay per click campaign? What are the best practices behind PPC? And how do you track conversions? This session at the end of Day 2 of SES San Jose goes over the basics of search advertising and how to implement it for success.
Dana Todd and Matt […]
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If pay-per-click ads are the welcome mat to the house of your business, landing pages are the entryway. The welcome mat may get people in the door, but the entryway convinces them to stay. The look and feel of your ‘entryway’ needs to be inviting and interesting to get your visitors to move forward in their relationship with your business. A good, engaging landing page is critical to gaining the conversions that are the meat of your pay per click ad, whether your defined conversion metric is driving traffic to your site, selling a product or gaining prospect contact information.
Sage Lewis of Search Engine Watch Expert and President of SageRock.com introduced this SES session on landing page optimization. Speaker Tim Ash, president of Site Tuners and landing page expert, brought his enthusiasm for his topic and his practical advice to this session of useful tips.
Tim began his session outlining several […]
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Many business owners and marketers can agree the current economy is having an impact on marketing plans, making every dollar and click matter. As part of the TopRank Account Team, I am excited to learn a new perspective to help clients increase conversions for their marketing campaigns.
Bryan Eisenberg, Co-founder of Future Now Inc., along with Brett Crosby, Group Manager for Google, shared insight to identify missed conversations and how to improve your landing page and increase PPC ROI.
Pay Per Conversion, as explained by Eisenberg, is a shift from our Pay Per Click mentality. No longer focusing our efforts to just get the click, but rather transforming those clicks into a business opportunity or conversion.
If we were to compare PPC to a direct mail piece, the ad would be like the envelope, but as we all know, what really matters is the offer contained inside.
So, why do we fail to convert?
The […]
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Written by on August 18th, 2008 with no comments.
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Right after lunch today (which was pretty darn good ) was the first of the Orion Keynote presentations - a panel entitled “How Much Search is Enough?” Moderated by Kevin Ryan, this keynote panel discussed issues facing marketing budgets for search and traditional media, and how to make each piece of the marketing pie come together.
On the panel this afternoon were Rob Murray of iProspect, Aaron Goldman of Resolution Media, Steven Kaufman of Digitas and Bob Tripathi of Discover Financial Services. The format of the panel was pretty informal, with Kevin Ryan asking a few questions and the panelists giving their answers. The main focus of the discussion was, however, planning budget for search.
Steven Kaufman stated that the amount of money spent on search engine marketing varies greatly by client. Some of the bigger companies can afford millions of dollars for Super Bowl ads and may not think of […]
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Written by on August 18th, 2008 with no comments.
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For the 5th year in a row, MarketingSherpa has published their Search Marketing Benchmark Guide which has been completely re-written and edited including results from the Marketing Sherpa members search marketing survey, other studies performed over the last 12 months and “best of” research provided by over 50 respected sources.
The SEM Benchmark Guide is helpful for marketers looking to get a handle on the state of the SEM industry, trends, strategies and tactics.
If you’re a data enthusiast, there are 215 charts, tables and eyetracking heatmaps to help illustrate what’s happening in search marketing and what companies need to be paying attention to. There are also several good case studies. This particular edition is formatted into 5 sections:
Budgeting and Search - Covers budgeting in a down economy as well as differences by industry.
Tactics of Search - Geotargeting, local and mobile as well as using search marketing as a branding tool all […]
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Written by on July 14th, 2008 with no comments.
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