Too much volume, no more budget available. Although it’s great to have tons of volume, it still requires optimization. Your accounts may be performing well, but you may be leaving money on the table by not squeezing more clicks out of the budget or running on words that are furthering your goals. Gap Surfing is a great technique in this situation. The goal is to find small position changes that have a major effect on your lowering your CPCs, which in turn lets you get more visitors to your site for the same amount of money. How do you do it? Very carefully. Slowly drop bids by a small percentage day by day until you find some of these great deals. For example, on a particular keyword, it may cost you $3 to be in 2nd place, $2.75 to be in 3rd, but only $.75 to be in fourth. Sure, dropping from 2nd to 4th will affect your CTR and possibly your conversions. But, you are getting 4 times the number of clicks on that word so you can afford to take a slight hit if you’re going to … [Read more...] about SEM News, The Ultimate Guide To Search Marketing Optimization, & Broad Match Or Not?
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Lower CPCs to get the most clicks as you can for your budget…twice the traffic could mean twice the orders (see above on lowering CPCS) Pause poor performing keywords. Be careful! Sometimes it’s easy to look at the general words that aren’t generating conversions and your instinct is to pause them. However, it’s very possible that users are finding you on general terms during their research phase and then coming back to buy. Test creative/keyword combos to find the highest converting matches. Ads with the highest CTRs are not necessarily the ones with the highest conversion rates Find the highest performing geotargeting, dayparting, etc and put more of your budget into those segments Use negative words to filter our poor performing topics Not inside the SEM account, but better landing pages can always help … [Read more...] about SEM News, The Ultimate Guide To Search Marketing Optimization Part 2, & SpyFu Competitive SEM Karate
Josh Dreller has been a search marketer since 2003 with a focus on SEM technology. As a media technologist fluent in the use of leading industry systems, Josh stays abreast of cutting edge digital marketing and measurement tools to maximize the effect of digital media on business goals. He has a deep passion to monitor the constantly evolving intersection between marketing and technology. Josh is currently VP, Product Marketing at 4C. You can follow him on Twitter at @mediatechguy. … [Read more...] about SEM News, The Ultimate Guide To Search Marketing Optimization Part 3 & The Top Marketing Words Of All Time