Transcript Account Strategies for Optimal SEM Results

Account Strategies for Optimal
SEM Results
By Debbie Griffyn
[email protected]
404-587-8793
Search for Yourself Online
• Where are you currently showing?
• Is all data correct?
• What are your goals for search engine
marketing?
How many offices does this company
really have?
Complaints about this company rank
higher than the company itself !
What URL will you drive traffic to ?
ABC Company
•
•
•
•
•
•
•
www.abccompany.com
www.theabcompany.com
www.abc-company.com
www.abccompanies.com
www.abccompanyinc.com
www.the-abc-company.com
www.theabccompanies.com
Where will you advertise ?
http://www.clickz.com/3627121
Search Engine Relationship Chart
www.bruceclay.com/searchenginechart.pdf
SEM is like going fishing
& playing poker
You never know what you’re going to get, and
you never know what your competitor is
doing…
Account Structure
YAHOO
MSN
GOOGLE
Campaigns
20
None
25
Ad Groups
1000
None
100
Keywords
100,000
50k – 100k
None
Misc
$.10 minimum
$.05 minimum
50 ads
How Many
Less than 10% of all searches are
one word searches
• Think of a word, then think of ten different
ways to say it.
Organize Your Keywords
• Sample Ad Campaigns:
• First Day ( so you can look back later at how much you have
learned)
• Customers looking for YOU, the CEO, John or Jane Doe
• Customers looking for your company
• Customers looking for your industry
• Customers looking for your competitors
• Customers looking for a your product
• Customers looking for your product in “blue”
• Customers seeking features, benefits, or problem solving
Target Your Keywords Geographically
Will you:
Advertise yourself as an “attorney” to the entire
United States?
Advertise yourself as a “ Georgia attorney” to
the entire United States?
Advertise yourself as an “attorney” in all of
Georgia, or just Atlanta?
How will you advertise yourself?
•
•
•
•
•
•
•
•
•
•
Attorney
Atty
Atty.
Georgia Attorney
Georgia Atty
Atlanta Attorney
ATL Atty
Smyrna Atty
Smyrna Attorney
Divorce lawyer
Keyword Matching Options
Broad Match Keywords
“Phrase Match”
[Exact Match]
Drug Free vs Free Drug
Negative Keywords
Missspellings
Try to think like your customer
I am a travel agent …
• I want to advertise a CRUISE, but is this
Mission Impossible?
I have a staffing company …
I want to use “Monster” as a keyword in case
potential clients are searching for
Monster.com
But it’s October right now…..
I am a financial planner …
• What do I sell?
• What will I advertise??
Insurance, or
Insurence
I am a travel agent …
Where do you want to go?
Carribbean Caribean Carribean Caribbean
Run Several Ads
Test, Test, Test
Even your URLs:
your company.com
www.yourcompany.com
YourCompany.com
www.YourCompany.com
Widget.www.YourCompany.com
www.YourCompany.com/Widget
Display URL vs Destination URL
• Fence company resume may be searched
more often than fence company
Review Your Statistics
• You will see:
Campaign Status Budget Clicks Impr CTR Avg CPC Cost
Know how large your
target audience is
• 4,444 people search for CHEAP AIRFARE daily
• 3,201 people search for AIRFARE daily
Know how much competition
you have
• 10,290,000 advertise on Google, MSN &
Yahoo for CHEAP AIRFARE
• 94,600,000 advertise on Google, MSN &
Yahoo for AIRFARE
The Long Tail
What people are searching for will
surprise you …
Pre Paid Legal is abbreviated as PPL
“People” can be abbreviated as PPL
• An actual searched phrase:
Can u get pregnant if both PPL have on
underwear?
Learn to think outside the box
Enjoy the Adventure that SEM brings !
[email protected]
404-587-8793