4 Ways Budgets Get Off Track & Tips For Fixing Pacing

Nov 6, 2009 at 8:00am ET by Josh Dreller

Pacing may be the most important task for the search marketer. Ending an account overspent means you might have blown through money the client just doesn’t have and you could be on the hook for the difference. Ending a campaign under budget can be worse based on the missed opportunity. I remember years ago on one campaign, the client calculated the ROI of the underspend and tried to charge the agency for the loss. Either way, under or over, bad pacing is just unacceptable. It's an amateur mistake, and believe me, you don't want to go down that road with your client or your manager. P [...]

Filed in: In The Trenches

Gems In The Google SEM Toolbox

Oct 23, 2009 at 12:41pm ET by Josh Dreller

Already its own specialty of digital marketing and now almost 50% of all online advertising budgets, paid search has fully grown into its own channel. A quick bit of research can quickly uncover a multitude of blogs, books, tools, companies, etc. all focused on the topic and within this channel, there's even more fragmentation and specialization. From account creation to conversion optimization, paid search has a suite of sub-disciplines to master. Not all search marketers have equal strengths in every area of the medium. Some SEM pros are great at keyword expansion, managing bids and ru [...]

Filed in: In The Trenches

Golden Twitter Nuggets & Takeaways From SMX East

Oct 9, 2009 at 8:44am ET by Josh Dreller

I took a lot of notes at SMX Toronto earlier this year and posted them in this column as Golden Nuggets From SMX Search Analytics. Looking back at them now, the evidence undeniably reinforces my memory of how much I learned, and I’m glad to say that three days at SMX East this week was just as fulfilling. Instead of going through my own notes this time, I thought I’d utilize the tool du jour, Twitter, and see what great nuggets I could find marked with the #SMX hashtag. I’ve pulled out tweets that represent some of the hottest topics, tips, and tricks from the show. So, without fur [...]

Filed in: In The Trenches

Query Mining For Gold: Q&A With Craig Danuloff

Sep 25, 2009 at 12:25pm ET by Josh Dreller

I don't know about you, but I've recently been hearing more and more buzz about the value of query mining to optimize your search campaigns. Take the following two reports, for example. Over 500 different, unique queries triggered a visit from an ad for "dog remedy" on broad match. Now, look at all of the queries - "itchy", "smelly", "worms" come out in more specific queries. Those are all different problems and should be in their own ad group. Then, there's actual diseases and conditions such as "scabies" and "cysts",  each of which would certainly will require different landing pages. Also, [...]

Filed in: In The Trenches

Why You Can’t Ignore The Google Content Network – AdSense Q&A

Sep 11, 2009 at 12:56pm ET by Josh Dreller

Recently, on the Inside AdSense blog, Google announced that it was opening up the Content Network to even more third party publishers and ad networks. I was surprised to see so little blowback from the online community as the title of the post, Getting the most revenue from every impression through AdSense, seems like it would be a huge red flag for search marketing professionals everywhere. Digging deeper into their post: Who are these ad networks? They're ad agencies and companies that partner with advertisers and publishers to buy and sell ads on sites they don't own themselves (much [...]

Filed in: In The Trenches

Become a Premium Member and see all articles in our In The Trenches archives!

Premium Members get unrestricted access to all archives - and more! Premium membership details below...

Become A Search Engine Land Premium Member

Gain insider access to the industry's leading online publication, covering the latest search engine news, in-depth features and analysis of products, technologies and search trends.

Subscribe as a premium member today and you'll get:

  • Unlimited access to news & How To articles.
  • Exclusive videos & webinars with search experts.
  • Expanded community profile & posting privileges.
  • Discounts to SMX Conferences & Events.
  • 30 Day money back guarantee.

Learn More

FREE DAILY SEARCH NEWS RECAP!

Stay on top of all the search news with our daily summary, the SearchCap newsletter. View a sample ›

STAY CURRENT THROUGHOUT THE DAY

RSS Feeds

The Search Engine Land feed keeps you informed as news happens. SEE ALL FEEDS »

Upcoming Search Engine Land Conferences

Search Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.


SMX Web Site » | SMX Difference » | SMX News »


Join us at an upcoming SMX event:

Search Marketing Now Learn more about search marketing with our free online webcasts and webinars from our sister site, Search Marketing Now. Upcoming online events include:


See more webcast topics »

TRACK US SOCIALLY
En Espanol|Contact|Members Info|RSS Feeds|Email Subscriptions|Privacy|Advertise
Add to GoogleAdd to My Yahoo!Add to BloglinesAdd to NetvibesAdd to Windows Live