Adotas » Holiday Bells Toll for SEM: Spreading PPC Best Practices During the Wintry Search Season

Adotas » Holiday Bells Toll for SEM: Spreading PPC Best Practices During the Wintry Search Season: "Holiday Bells Toll for SEM: Spreading PPC Best Practices During the Wintry Search Season
Written on November 27th 2006 Author by Chrysi Philalithes | Feed XML Feed

It begins earlier and earlier each year. The much anticipated holiday shopping season. Many online retailers begin to restructure and ramp-up online advertising campaigns as early as September to ensure they thrive during the hyper-competitive holiday season. Here are 5 ways you can adjust your Pay-Per-Click campaigns to fully leverage the holiday shopping season:
1: Add holiday-themed keywords to the mix. It is in the marketer’s best interest that they revise their list of keywords to leverage the holiday season. Take, for example, an online storefront selling shipping and packaging products. The storefront’s main keyword list can include products such as “envelopes” and “shipping tape.” From November, the storefront’s campaign should include keywords such as “holiday envelopes” and “corporate Holiday shipping products.”
2: Know your optimal bid range. Pay-Per-Click (PPC) allows you to track various sets of data in real-time and evaluate campaign performance. This allows marketers to know which keywords deliver the best returns and ensure the right visitors are captured at the right time for the right price. Keyword prices tend to increase during the holiday season.
Avoid overspending by testing your campaign before the season starts. This will allow you to better gauge the max bid you should set on certain keywords to produce a desired ROI. Some PPC engines incorporate factors beyond bid price, such as click through rates"

MediaPost Publications - A Person, A Paint Brush And The Art of Holistic Search Management - 10/27/2006

MediaPost Publications - A Person, A Paint Brush And The Art of Holistic Search Management - 10/27/2006: "A Person, A Paint Brush And The Art of Holistic Search Management
by Rob Garner, Friday, Oct 27, 2006 10:15 AM ET
IN MY LAST COLUMN, I discussed balancing paid and natural search to create a holistic management approach, and outlined some of the perceptions that typically prevent marketers from moving in that direction. In this installment, I would like to discuss the key factor in the co-management of natural and paid search campaigns: people. "

MediaPost Publications - Rules For Making B2B Search Marketing More Successful, Part 2 - 10/12/2006

MediaPost Publications - Rules For Making B2B Search Marketing More Successful, Part 2 - 10/12/2006: "Rules For Making B2B Search Marketing More Successful, Part 2
by Gord Hotchkiss, Thursday, Oct 12, 2006 3:30 PM ET
LAST WEEK, I PRESENTED THE first five rules for making B2B search more successful. To recap, here they are:
1. Know who's the buyer and who's the influencer
2. Realize what the intent of the researcher is
3. Understand complex buying cycles and the possible touch points with search
4. Be prepared to build relationships with search leads
5. Don't ask for too much too soon.
This week, I wrap up with the last five rules: "

MediaPost Publications - Reviewing Dayparting Tactics - 11/03/2006

MediaPost Publications - Reviewing Dayparting Tactics - 11/03/2006: "Reviewing Dayparting Tactics
by Jonathan Kendall, Friday, Nov 3, 2006 11:16 AM ET
IN JUNE OF 2006, PAID-SEARCH advertisers worldwide let out a collective sigh of relief as Google AdWords introduced dayparting capabilities to its campaign management interface. By enabling an easy way to control the specific days and times their ads would be running (as well as being able to adjust the maximum bids for those ads), Google advertisers would be able to optimize campaigns in a far more dynamic manner, promoting a more efficient spend of pay-per-click funds for organizations of all sizes and verticals. "