• http://profile.yahoo.com/PYFVPA52PTVVBLT6NKNRZ4LYKE steppppoS

    Josh — just curious … did you get paid to write this for Trada?

  • http://www.facebook.com/michaelleephoenix Michael Lee

    From my experience, google doesn’t pick the best of two keywords, often broad matching something lower converting and putting it forward instead of the exact match phrase which shows clear higher performance. Maybe on a double exact match keyphrase this changes to as you say, but are these then being beaten by other random experiments going on? Negative keyword campaign sculpting likely can’t be happening in this Trada example?

    I think there are some very interesting principles here, as always though, my greatest concern in any and all marketing strategies is the disjointedness of objectives. This process would need to be overseen by a professional in order to make it work and in which case, why don’t they just do it?

    I think this service has it’s place, I’m just not a fan of outsourcing something so integral to strategy and success. Still, worth reading more about and I’m a big fan of crowdsourcing concepts.

  • Joshua Dreller

     Ha!  No…  If you read closely, there’s clearly no endorsement here.  When it comes to SEM, my approach has always been to test things before giving them my thumbs up and I haven’t had the opportunity yet with Trada. 

    The SearchMarketingToolbox column definitely goes in-depth into the tools and technologies of the SEM industry.  See previous posts for more of the same.

  • http://www.facebook.com/karl.kleinbach.58 Karl Kleinbach

    Michael, a valid point about the need for professional oversight. So why not just do it yourself, what’s the upside. We used Trada for a 5 month run last year and I can offer a couple benefits we encountered. First, time to ramp up your campaign is accelerated. Sure you can throw up a PPC campaign quickly, but won’t have the same depth/variety/sophistication unless you have a dedicated PPC FTE. The greatest benefit, and one that goes directly to benefits of crowd-sourcing is the sheer variety and creativity brought to bear on the program. Trada optimizers all came to the table with unique perspectives and ideas, I can be creative but I would have never been able to come up with all the variations and angles they did. 

    The negative keyword management is best handled by the in-house employee, but the Trada optimizers are competing to deliver the most cost effective campaign, so it benefits them in the long run to work hard on that side of the equation as well.

    Missing links are landing page design/optimization and the content marketing piece that often makes these programs work for B2B lead gen. I’d heard they were addressing the landing page piece with a partnership, another partnership with Junta21 or some similar would be a great addition.

    In final analysis seems much like other options in marketing, depends on your needs, bandwidth, and resource. They can definitely be a solid choice. In our case, once things settled down I pulled the effort back in-house building on the foundation Trada laid.

  • http://twitter.com/SearchQuant Chris Zaharias

    Josh – thanks for writing this article. You are that rare journalist who delves deeper into SEM.

    While I’m a big fan of crowdsourcing, I’ve got my $$ on BoostCTR to win the SEM crowdsourcing competition. [Note: I’m an advisor to BoostCTR]  The problem Trada will have in growing its business (and in getting to a sizable equity outcome for investors) is that their model presents too many conflicts with too many members of the ecosystem. Agencies and advertisers’ in-house SEM personnel will rightfully worry that Trada renders them irrelevant, and the engines will fret over not having an actual business entity to deal with for specific campaigns.

    BoostCTR is focusing on the last great unoptimized swath of SEM – ad copy – and presents a much better partnership profile to the ecosystem. Moreover, the relatively short-term focus of the crowd is best aligned with ad copy optimization and not overall campaign optimization, something that takes much longer to effect.

  • Christian Griffith

    No sitelinks. Trada doesn’t support sitelinks which is a deal killer for me right off the bat.

  • Joshua Dreller

    My one recommendation is to continuously be testing.  Use the information found here on searchengineland and other sites to see if a tech vendor peaks your interest and then reach out to them for more info.

  • mattman2

    We used Trada for 3 months. It was a total waste of money. Their ‘Optimizers’ seemed to not care about our account at all and after $10,000 the cost per conversion was still double our own. Slow to respond and answers always seemed to be, “just give it more time”. Would never recommend. Well, recommend to a competitor I guess. ;-)