SEM Blog

Paid Search Marketing / 23.04.2010

If you want to reach your potential in the landing page optimization world, follow these seven steps. In the landing page optimization world, only a small elite reach peak performance. Those are the multitalented practitioners who have the good fortune of being fueled with data from a decade's worth of testing, and who excel above the pack at sussing out the patterns that matter. From there, they relentlessly follow that logic in every test. (Beyond that,...

Paid Search Marketing / 09.04.2010

Should marketers be grateful for better PPC interfaces or worry about the lack of transparency? Just how excited should we be about new paid search interface features? At least as excited as we should be about new ad formats and new types of inventory. With a better interface, at least we don't have to sell anyone on its value. We just use it. Advances in platforms are a real help. Nothing makes that more obvious than a...

Paid Search Marketing / 26.03.2010

Experienced search marketers even forget to test ads properly. Consider these factors. Maybe it's the unassuming nature of short text ads or the endless potential for distraction in an industry long on chatter. But even seasoned marketers sometimes forget to test ads properly. Think about it: when was the last time you heard someone tweet: "Just discovered in ad copy test - '30 Day Free Trial' has 8% higher conversion rate than 'Download Now!'"? Exotic long-tail...

Paid Search Marketing / 10.03.2010

What are the professional development hallmarks of a digital marketing career? Trade shows and conferences are like the Energizer Bunnies of the digital marketing industry. Despite hard times, demand for events has grown. I think I've figured out why. But first let's walk through what it's like to kick off a digital marketing career these days. Someone launching, say, a search marketing career will encounter information overload. Of course, overload's not as bad as ignorance. Narrow specialists...

Paid Search Marketing / 26.02.2010

Do performance marketing, focus on growing the top and bottom lines, and then strategize in your spare time. There's a common misconception in marketing that strategy always emanates from the top down. That companies need to go through rigorous planning processes to determine the appropriate marketing mix, brand strategy, and communications tone. The largest of companies may have no choice. But if they're willing to offer some autonomy to their divisions, they would benefit greatly from taking...

Paid Search Marketing / 12.02.2010

In paid search, companies can waste a lot of cash if they neglect the Campaign Settings screen in Google AdWords. Here is advice on how to approach the five most critical settings. At just about any search marketing conference, someone will ask for a quick site review in a session Q&A because their company has been getting little or no search engine referral traffic. The moderator will stand up, tap a couple of keys, squint, smile,...

Paid Search Marketing / 29.01.2010

You know that Quality Score is important. But here's a look at exactly what it is and what it can or cannot do. In search marketing, it's easy to get people obsessed with a particular metric: you express it on a scale of zero to 10. (Remember Toolbar PageRank?) It's only been a few months now that a significant number of search advertisers have even figured out how to look up Quality Scores on their Google AdWords...