Archive for the ‘SEM Business’ Category

SMX East: How to Handle Government Pushback on Digital Marketing

<< by Jessica Davidson on October 3rd, 2012

As a marketer, I often get overwhelmed at the sight or sound of legalese. But, working in the online realm, it is imperative to fight through the confusion of technical legal jargon and understand the current and potential legislation that could impact our marketing actions.  In this session, David Mink, Jud Soderborg, and Tony Wright offer insight in order to navigate successfully though the potential legislation, like “Do Not Track,” and the legal issues facing social media.

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The Mad Scientists of Paid Search – Post from SMX East on Bid Testing

<< by Ariele McWhinney on October 3rd, 2012

Robert Cooley, CTO of OptiMine Software – Bid Testing

Bid testing can be risky! Pushing bids up to achieve the top stop can result in huge cost with few gains. But despite the risks, Robert Cooley thinks it is still a good idea. Bid testing helps you identify changes in competitor and customer behavior. And advertisers that don’t bid test become less competitive over time.bidding The Mad Scientists of Paid Search – Post from SMX East on Bid Testing

Some considerations when bid testing:

  • What is your business goal?
  • Are you controlling for other variables such as seasonality or sales?  It’s more effective to have limited ongoing testing throughout the year, regardless of external factors than to try and isolate one variable to test.
  • What is the right testing methodology? The following are 3 bid testing strategies:

Current bid testing –

  • Your baseline is the current bid
  • Simple easy to execute
  • Minimum financial risk
  • Can be slow depending on the distance between current and optimal bids
  • Low risk=low return (financial and insights)

Position based bid testing –

  • Bid to achieve a specific position and observe the changes
  • Easy to execute
  • High risk of financial losses
  • Common example: Google first page bid estimates

Value based bid testing –

This is the most efficient method of finding max value of a keyword. The keyword average value is the starting point. If a keyword receives 100 clicks and returns $100 in value, the average value per click is $1. This method quickly gets the bid into a “reasonable range.”

So as a brief overview, ongoing testing is important. Perform it early and often, making small changes to minimize risk and you will see continuous improvement. And make sure to track bid testing results separately from non-test performance. You need to be able to answer “how much is bid testing costing me?”

SMX East: Competitor PPC Analytics

<< by Jessica Davidson on October 3rd, 2012

Number Munchers Competition 31 SMX East: Competitor PPC AnalyticsUnderstanding your PPC analytics and successfully munching your own numbers is only one part of the equation. But, to be a truly successful marketer, you must learn about your competitors’ PPC efforts to avoid being gobbled up by your competition in paid search. In this session, Daniel Owen, Lyena Solomon, and Matt Van Wagner offer techniques to gain insight about your competition’s paid search efforts in order to give yourself the competitive edge.

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SMX East: Crunching Your Own PPC Data

<< by Jessica Davidson on October 3rd, 2012

Number Muncher SMX East: Crunching Your Own PPC Data

In the world of PPC, we as marketers are swimming in a sea of data at any given time. So, how are we supposed to effectively use this data to make decisions and improve our PPC campaign performance? This SMX East session explores how you can go from drowning in data to a successful Number Muncher (and yes, I am referring to that MS DOS computer game gem) by capitalizing on data analysis techniques to optimize your PPC campaigns.

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The Optimal Conversion Recipe – Post From SMX East on Search, Display and Retargeting

<< by Ariele McWhinney on October 3rd, 2012

The Optimal Conversion Recipe: Search, Display & Retargeting – Post From SMX East

Retargeting; how has it affected jobs of search marketers?

As search marketers, we try to juggle both text and display advertising for our clients. This SMX paid search track session discussed the ideal mix of advertising between text ads, display ads & the use of retargeting to optimize a combination of these.

The following are some of the insightful thoughts from a couple of this session’s speakers about integrating retargeting into your search strategies.

James Green - Life Beyond Search Engine Marketing

  • Display is looking more and more like search, in that it is auction based with data-driven advertising and the opportunity to buy keywords.
  • Display is catching up to search in its portion of the pie that is online advertising. This is because you can power display with data.
  • Search data = intent. People perform multiple searches as they learn more about what they want. In turn, each search becomes more targeted. This is where display comes in: at the consideration phase. As a search marketer, this is where retargeting can happen.

Joseph Kerschbaum - Retargeting as a conversation

  • How to converse with the right people
  • Rethink how you approach retargeting. Are you begging people to come back? How do we get past that mentality? Why don’t they love me? Possibilities are endless – wrong time, person, keyword, product, action, copy, etc. With retargeting, there is an opportunity to change the “wrong.”
  • Talking, not stalking! There this thing call requency capping…
Joseph then went on to talk about his top 3 retargeting strategies.
  1. Try something else if first action doesn’t convert! Don’t send the searcher to the same page or use same conversion action. You could test quite a few options: longer sales copy, special offer, softer sell, more testimonials, other benefits, different product, etc. The key is to be dynamic and to always rethink what you’re doing.
  2. Deliver the right message. Your window of opportunity and relevancy is small depending on your industry, so know your sales or conversion cycles.
  3. Who are you delivering the message to? Think about it; you might not want to be retargeting everybody. Create exclusion lists and segment your customers into separate inclusion lists, as well.

Retargeting has surely had an impact on search engine marketers of today. The segmentation and targeting of our audience has become more and more important, causing us to be more in tune with the searchers. We, too, want to give users the best experience in the SEM world, hoping that they will then remember us and convert.


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