SEM

Google and Business: Best Frenemies

Submitted by bt on Sun, 05/23/2010 - 08:42
agile marketing must haves.jpg
Those of us making a living in search marketing have long been aware of the pitfalls of doing business with Google which were outlined in a comprehensive look at the search behemoth in this morning's NYT: Sure, It's Big. But Is That Bad? Blatant self-interest, sudden unannounced changes in search algorithms and volatile ad rates have kept us on our toes, constantly having to keep up with whichever way the Google wind blows.

Search Engine Marketing ROI: Real-World Examples

Submitted by bt on Wed, 10/22/2008 - 11:05

If you haven't put a critical eye to your search efforts, a little attention will go a long way. Unoptimized search traffic is often a marketer's lowest hanging fruit. Here's an example of the ROI from a recent in-market paid search campaign:

    • Keyword and benefits-driven ad copy was introduced and CTR increased 73%
    • CPC was increased to achieve better ad positioning and drive more qualified traffic
    • Keyword groups were expanded and campaigns more tightly consolidated and overall spend was reduced by 14.9%
    • Unique, keyword-driven landing pages and a tighter, more controlled registration flow were introduced and conversion rose by 54.5%
    • During the 3 month period, paid search cost per conversion decreased by 15.82%

SITE-SIDE ACQUISITION

Same thing goes for optimizing your website with a value-driven messaging framework that corresponds to your search campaign. Impressive results from a recent on-site ad campaign:

Syndicate content