6 Steps For Managing Your Search Marketing Campaign
6 Steps For Managing Your Search Marketing Campaign
Test your keywords. You should be constantly testing keywords and keyword phrases. Aim for a click-through rate around 4%.
Aim for the most cost effective ad position. Paying for top placement isn't always necessary. You may get great click-throughs when you appear as the third or fourth ad. Test your placement and adjust your bids as necessary.
Split test your landing pages. Test your headlines, your copy, your button placement, your call to action. Everything and anything. You'll be amazed at what leads to higher conversions.
Update your landing pages. As you adjust your keywords, your landing pages will need to be updated in order to maintain a good quality score. Aim for a conversion rate of at least 4%.
Optimize your ad. If you're not converting at least 4%, your copy is probably misleading in some way. Are you attracting freebie seekers? Were your visitors looking for a different brand? Review you ad with an objective, critical eye.
Maintain adequate stock. While this may not have anything to do with the effectiveness of your search marketing, it seems useless to pay for visitors who can't buy what they came for anyway. If you know an item is a hot seller, be sure to pause that ad group before your inventory runs out.
Time to implement: Maintaining an effective search marketing campaign can be time consuming - it all depends on the size of your website, the number of your ad groups, the amount of your keywords and the size of your budget. In my experience, a mid-sized campaign with a $300-$500 monthly budget requires approximately 2-3 hours per week for testing and updating.
6 Steps For Managing Your Search Marketing Campaign - To learn more about this author, visit Karen Scharf's Website.
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Your search marketing campaign is not a set it and forget it effort. To be effective, pay per click search marketing requires continual attention. Here are a few things you should be doing on a regular basis:
Test your keywords. You should be constantly testing keywords and keyword phrases. Aim for a click-through rate around 4%.
Aim for the most cost effective ad position. Paying for top placement isn't always necessary. You may get great click-throughs when you appear as the third or fourth ad. Test your placement and adjust your bids as necessary.
Split test your landing pages. Test your headlines, your copy, your button placement, your call to action. Everything and anything. You'll be amazed at what leads to higher conversions.
Update your landing pages. As you adjust your keywords, your landing pages will need to be updated in order to maintain a good quality score. Aim for a conversion rate of at least 4%.
Optimize your ad. If you're not converting at least 4%, your copy is probably misleading in some way. Are you attracting freebie seekers? Were your visitors looking for a different brand? Review you ad with an objective, critical eye.
Maintain adequate stock. While this may not have anything to do with the effectiveness of your search marketing, it seems useless to pay for visitors who can't buy what they came for anyway. If you know an item is a hot seller, be sure to pause that ad group before your inventory runs out.
Time to implement: Maintaining an effective search marketing campaign can be time consuming - it all depends on the size of your website, the number of your ad groups, the amount of your keywords and the size of your budget. In my experience, a mid-sized campaign with a $300-$500 monthly budget requires approximately 2-3 hours per week for testing and updating.
6 Steps For Managing Your Search Marketing Campaign - To learn more about this author, visit Karen Scharf's Website.
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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