KEYWORDS

When initially setting up your campaigns, DO NOT go to some keyword tool and dump in a gazillion keywords into your adgroups and campaigns– unless you want to boast about how many terms are in your keyword portfolio. The majority of these terms, scored by whatever techniques are going to be junky and low volume– and the engines will penalize you for it. Rather, what I do is hand pick just a few terms per ad group and then borrow ads from competitors that are already bidding on those terms. Sounds simplistic? Well, it is– but it works. Make sure you group your keywords tightly, so they all reflect the same user intent. The engines will choose one of the ads from that ad group to show, so make sure that each keyword is just as relevant for the ad you show.

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This event will be live on August 13, 2008 at 1:00PM EDT.

In this webinar, marketers will learn how to increase their spend on SEM to dramatically boost sales and branding, while maintaining – or even increasing – overall ROI. Wister Walcott, VP of products at Marin Software, will outline five simple and practical strategies to help you “spend more and spend better” on your paid search marketing campaigns.He’ll explain why SEM consistently delivers the highest bang for your buck – some studies show that SEM converts at twice the rate of email and banners – and show marketers how to obtain the highest ROI on paid search, even while increasing spend. In these unpredictable economic times, it pays to invest in the marketing methods that deliver the best sales results. So sign up now for this informative and insightful webcast, and learn how to get more out of your search marketing spend today.

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When panicked pet owners typed “pet food recall” into search engines during the recent contamination crisis, the paid results included affected and unaffected brands hoping to reassure consumers, plus lawyers, news outlets and even politicians trawling for plaintiffs, readers and votes.

Bounce is among the package-goods brands that are beginning to buy into search advertising.

But there was one even odder interloper — Procter & Gamble Co.’s Bounce dryer sheets. Bounce wasn’t trying to capitalize on the misfortune of sibling brands Iams and Eukanuba. It was simply running a previously scheduled ad around the word “pet” to drive pet owners to BounceEverywhere.com to show how to use dryer sheets to get hair off clothes.

Here’s the money quote though for this industry and in fact everyone marketing online that wants to do search. Its a difficult thing to manage and if you throw the IT department at it as some might suggest, it will fail. You need a strategic mind.

One problem companies have is figuring out who owns search, Mr. Blackshaw said. Agencies aren’t necessarily equipped or required to create search ads, he said, and it’s often unclear internally whether marketing or information-technology staff is best-equipped to manage search.

Source: Advertising Age – Digital – Package-Goods Marketers Finally Find Value in Search

Technorati tags: advertising, sem, search advertising, google, adwords, yahoo, msn, ask.com

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