SEM Blog

Paid Search Marketing / 11.03.2011

It's important to add new tricks to your repertoire, but not at the expense of overall client performance. Remember the world's formerly greatest golfer, Eldrick (We Used to Call Him Tiger) Woods? In the pursuit of shiny objects and new motor skills (like late-night text messaging), Tiger neglected to put in the hours on his core meal-ticket staples like driving, chipping, putting, and getting a full night's sleep. Now, instead of winning majors, he's missing cuts....

Paid Search Marketing / 25.02.2011

When it comes to your product, people want to know two things: does it work and how does it work? Google, with its promise to organize the world's information and make it universally accessible, speaks the language of transparency – yet it doesn't always practice what it preaches. But I'm betting there will be continued pressure on it to do so. In a WikiLeak-y world where citizen revolts are fueled by Twitter hashtags, there's only so much...

Paid Search Marketing / 11.02.2011

Do you handle situations like a rookie or a paid search pro? The secret of "being advanced" is…well…it's sort of like "Being John Malkovich." You have to put in your 10,000 hours. Or, as Geoffrey Colvin deftly explains in "Talent Is Overrated," the greats in any field achieve most of it through "deliberate practice." Lots of it. To risk an embarrassingly exaggerated chess analogy, seeing many situations does help you improve in the paid search game, provided the...

Paid Search Marketing / 28.01.2011

By providing consumers with the ability to opt out of tracking, will Google undermine its business? At first glance, in tacitly accepting the rumblings of the do-not-track online advertising legislation crowd, Google seems to have released an instruction manual on how to wreck Google's business. How far can this go? Likely, Google's proactive stance will do the trick of generating compromise in the space, so it does not threaten your advertising campaigns, nor Google's revenue stream. "Hidden Persuaders"...

Paid Search Marketing / 14.01.2011

Test and hone these four tactics and you're bound to profit. Mavericks seem ubiquitous. Anointed (and sometimes self-appointed) radicals abound: entrepreneurs like Mark Cuban, politicians like John McCain, and even golf pro Phil Mickelson have been tagged mavericks. Think the label might be overused? Speaking of Lefty, here's his secret. Mickelson became notorious early for his prodigious drives into the deep rough and his low-percentage gambles that often knocked him out of the running instead of into...

Paid Search Marketing / 17.12.2010

Why e-commerce businesses competing in paid search auctions must optimize all facets of their communications – not just keywords and bids. In PPC these days, half measures simply don't work. E-commerce businesses competing in ferocious paid search auctions must be thorough in optimizing all facets of their consumer-facing communications - not just keywords and bids. Click costs have risen to the point where ambitious and able "tweakers" are having an increasingly hard time turning a silk purse into...

Paid Search Marketing / 03.12.2010

How to assess marketing options based on risk and unexpected benefits. In the column, "Evaluating Your Marketing Mix: An Exercise," I encouraged marketers to evaluate their marketing mix on a more varied and flexible set of parameters than pure return on investment. As marketers, we often forget there are other factors involved in marketing allocation decision-making. This week, let's drill down and examine two factors: risk and signaling bonus as they apply to social media campaigns, PPC,...