In a large organization there is always pressure to automate certain functions. Can people spend less time on mundane tasks or remove them from human hands all together? Often, organizations take for granted that automation is always better in terms of accuracy and efficiency. There’s plenty of room for automation in search engine marketing, but don’t be tempted by bid management. For almost all organizations, good old fashioned people (armed with Excel) are still the best bid management solution. The benefits of implementing an automated bid management solution are unlikely to be large, but the costs for bid management services are still substantial. Typical bid management solution pricing is a fixed fee and/or percent of paid search spend, which is a substantial cost for any organization that has a large enough paid search account to consider bid management services. Will a bid management solution drive several thousand dollars of incremental performance or time savings … [Read more...] about Under Pressure to Adopt a Bid Management Solution? Just Say No.
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For SEM pros, a search management tool is one of the most important pieces of technologies they own, so it’s obviously critical to have the best tool for the job. I’ve referenced Bonnie Jo Davis’s list of the ten capabilities a PPC management tool must have before in this column, but let’s review again. Paid search management tool basics Allows you to manage your campaigns from anywhere in the world at any time. A simple and intuitive interface that does not require a degree in engineering. The ability to manage the most popular PPC advertising vehicles: Google AdWords and Yahoo! Search Marketing. A wizard or step-by-step instructions on setting up an account and campaigns, determining a budget, selecting keywords and writing ads. The option of monitoring multiple campaigns with multiple goals at the same time. The ability to set goals and use several different bidding strategies automatically without human intervention. The flexibility for you to fine-tune … [Read more...] about A Guide To Choosing Your Paid Search Management Tool
Several weeks ago, I had the privilege of being part of a Search Marketing Now (SMN) webinar, it was sponsored by Optify and focused on B2B link building tactics. Scott Fasser, Director of Customer Experience at Optify and I shared a number of B2B linking tactics and then hosted a lively Q&A session. We ran out of time and couldn’t answer everything submitted, so Scott and I decided to split the remaining questions and answer them here. Q. Is submitting press releases as a method for link building efficient? Will submitting too many press releases hurt your SEO? Scott: Press releases, if submitted properly, are an effective way to build short term links and to syndicate news and content. The search engines use different indexes like news, local, etc. which have different lifespans. The news index has one of the shortest because they cycle so often. So, you can’t just shoot out one news release and expect success. Having a plan for syndicating on a regular basis – … [Read more...] about Six Degrees Of SEO Bacon & B2B Link Building Q&A
As consumers prepare to get serious about their holiday shopping, Google is introducing new features to its pay-for-play Shopping search engine, including 360 degree product images, deals and discounts, and a collaborative shopping list. 360 Degree Views Start With Toys The company has started its effort to get 360 degree images of products with the toy category — a natural for the holiday season. Google VP of Product Management Sameer Samat told me the company’s priority is on products that consumers like to examine closely and feel in the retail environment — such as apparel, shoes and handbags, for example. As this feature began to appear in results, the images were quite slow to load (at least on my system), but, once loaded, the images were easy to manipulate. Rather than taking product images from merchants or manufacturers, the company has been procuring the products itself, or asking manufacturers to send samples. Then, Google staffers have been photographing … [Read more...] about “Shortlists,” 360 Degree Product Views, And Promotions Added To Google Shopping
A supposedly Chinese ancient curse goes: “May you live in interesting times!” Well, these certainly are “interesting times” in the business and search marketing world. A lot is in flux, changing at dizzying speeds that leave many entrepreneurs, marketers, and even SEO experts confused and frustrated. And the dangers are particularly stark, as mistakes compound rapidly and can lead a company far astray pretty quickly. The Challenge Is Multi-Pronged — And Growing Worse If only one (or few) things were evolving rapidly, it wouldn’t be so bad. But today, many things are changing simultaneously. As consumers continue to embrace new technologies, the way they interact with businesses has evolved. The lines between the “online” and “offline” worlds have blurred as mobile devices have made 24/7 internet access possible. And the path to purchase is no longer linear, as consumers increasingly utilize multiple devices to research (and … [Read more...] about Transform Your Thinking To Address Mounting Challenges In Your Online Business