SEM is about producing compelling advertising that makes an online consumer click on the link within the advert. The more relevant an advert is to the search terms used, the more likely this is to elicit a clickthrough.
If a merchant can successfully match a product and the price, availability and delivery terms are reasonable then this will result in a sale.
A general rule of thumb is that Pay Per Click (PPC) campaigns will deliver around £1 of revenue per click through to the website across all products within paid search.
A well managed Google's AdWords campaign does a great job in delivering relevant traffic to your site.
However, if you leave AdWords alone to judge what is 'relevant' for your products or services you may uncover some surprising results.
We have compiled a list of frightening and sometimes comical examples from real campaigns.
Advert testing is critical to the continuous improvement of an Adwords campaign. It’s a reasonable bet that many of your competitors are testing new adverts, and hence improving their click through rates and conversion volumes over time.
Where do you think those clicks and sales are coming from?
In many ways, effective Adwords account management is a balancing act. Whether you’re trying to balance sales volumes with the cost per sale or trying to write a compelling advert whilst trying to stand out from your competitors, you’re often pulled in opposite directions.
I am often approached to appraise accounts for advertisers, and one of the most common problems that I see is also perhaps one of the most understandable, it’s the result of failing to find the balance between relevancy and optimisability.
According to the Catholic Church, there are seven deadly sins. They are, in effect, the root of all of the other sins.
Can the same be said of PPC? There are many, many mistakes that can be made, but can they be tracked back to seven root causes? And are these causes similar to the seven cardinal sins?
It’s not quite as ridiculous as it sounds…
Too many businesses seem to forget customer service and best
practice as soon as they venture online. They behave as though any sales
behaviour is allowed via the internet.
In fact, with so many people relying on the web for
shopping, socialising and research, these companies risk alienating huge
numbers of people and damaging their corporate reputations.
We’ve been testing the performance of Facebook advertising on our
Facebook optimisation platform, and how it performs against search for a
test sample of brand clients.
We did this by running two simultaneous
campaigns across search and Facebook for each client (both campaigns are
designed to work together, with a similar message and content). We’ve
measured the impact of each on conversions (predominantly sales and
registrations) on each brand’s website.
Now that TagMan has been tracking all the activity of some very big clients for a substantial period of time, we can provide some pretty definitive answers about how different campaigns appear in, and contribute to, the path to conversion.
From this data, we have proof that natural search and social media channels are vastly undervalued, while the effect of paid search is overstated...
(and many publishers) are wrestling with the problem of cross-channel
attribution: understanding what each channel adds to the entire process.
Producing a breadcrumb trail of user paths is too simplistic. The real key is understanding the incremental effect of each unit of media.
Search engine marketers tend to work in isolation. The SEO and PPC function sits in various departments depending on the company. Sometimes it's marketing, sometimes IT and other times web design or maybe e-commerce.
Most of the time though, integration with other business functions is minimal and work goes on without consideration for other business activities.
But search engine marketing should be something which is at the heart of a businesses operating online. Every part of your business should be aware of your search engine marketing strategy and how what they do, influences it.
An effective search engine marketing programme involves most areas of your business; here are seven business functions which should be involved in your search marketing.