Search Engine Marketing Best Practices Archive
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Getting Serious About Google Product Listing Ads
Google PLAs merge the functionality and product specificity of comparison shopping engines with the broad reach of Google’s search audience, and is proving to be a very important component of a merchant’s performance marketing mix. To succeed in PLA, here are seven tips for merchants....
2 Proactive SEM Initiatives That Worked for Miles Kimball
While it’s easy to remain in a comfort zone, and do things the way they’ve always been done, Miles Kimball has been very innovative and forward-thinking in its online program. Here is a summary of two proactive SEM initiatives that Miles Kimball and its stable of properties has been testing....
Christmas Sweaters Making a Splash in Search Engine Marketing
As society learns to appreciate retro Christmas sweaters, search engine marketers are also taking advantage....
Changes in Google's Ad Positioning May Affect SEM
Currently, when paid search ads are triggered they show above and on the right hand side of the organic results. This new change, which expects to be completed by the end of November, will show advertisements above the organic results and then either the RHS or below the organic searches....
You may be Overspending on Paid Search
Paid search isn’t bad, and I wouldn’t recommend doing away with it altogether. But it might not be giving you the most bang for your buck, particularly when measured alongside natural search. And unless you’re looking at your customers’ full path to conversion, you’re probably giving more credit to paid search than is due....
Balancing pay-per-click and SEO efforts
One aspect of search marketing that doesn't get enough attention and indeed is misunderstood by the search engine optimization practitioner is the interaction...
Primer: How to Test Your Paid Search Efforts
The first step in determining if you’re sending consumers to the competition is to take out your catalog, direct mail piece, print ad or DRTV script. Circle words that pop out at you as those that you think consumers might search on. Circle product names as well. Circle at least 10-20 words and phrases....
10 Tips for a Successful Holiday Paid-Search Program
The 2011 holiday season is right around the corner. Is your paid-search program ready to roll? Even if you think you're ready for the holiday season, here's 10 things you can do now to ensure a successful paid-search program....
Video: Shoring-up Paid Search and Syndication for the Holidays
Bright Cloud Marketing president Karen Crist talks about why merchants need to get their paid search and comparison shopping engines ready for the holiday season, and how to use analytics to make the holiday a happy one. If you are a merchant, you need to clearly and constantly communicate with your outsourced providers....
Building Brand Loyalty on the Search Engine Results Page
Building loyalty and credibility on the SERP starts with dominating results and taking advantage of all options for increased visibility. True, a combination of text ads and organic listings is still an extremely effective method for building brand trust and more frequent purchases. In fact, according to Performics’ 2010 Search Engine Results Page Insights Study, nearly 50% of people are more likely to click if a company appears multiple times on the SERP. ...
Fixing the Destination URL Money Pit in Paid Search
One leading multichannel retailer recently identified landing page errors like these that were on pace to cost the company more than $120,000 in wasted ad spend in just a week’s time. The retailer estimated this would have led to more than $250,000 in lost potential sales revenue had the problems not been corrected. Why not fix the problem correctly? ...
Site Search Refinements Can Improve Usability
To add the proper refinements to site search – which will vary by product, product type and keyword – you need to understand how customers navigate your site. The first step is to look at how content in your site search is structured. ...
In Memoriam
Alan Rimm-Kaufman, founder of online marketing consultancy The Rimm-Kaufman Group, died July 18 from leukemia at the age of 41. Senior writer Tim Parry...
Search Marketing ROI Improves, Costs Decline
With costs declining and performance improving in some ad channels, marketing teams improve results by tracking trends, benchmarking their own campaigns, and discovering ways to invest media and marketing dollars more effectively. ...
