Supporting A Global Brand Campaign With SEM, Part 2

Nov 16, 2009 at 7:00am ET by David Roth

Last month I took a look at how to plan, budget and organize a global brand campaign with paid search. Now I’d like to walk you through the launch process and talk a little bit about how you’ll need to set your campaigns up for tracking and optimization. Hopefully my experience will serve you in an instructional way so when the time comes, you will be equipped to execute flawlessly. Tracking: Optimization vs. analysis To recap, the goal of our brand campaign is to drive deeper engagement with Yahoo! products and services. In looking at how to execute on this, it became clear that th [...]

Filed in: Industrial Strength

Calculating The True SEO Costs Of Major Site Changes

Nov 9, 2009 at 6:00am ET by Eric Enge

Your site will pay a penalty in search rankings when you make modifications to content, structure or domain name. Here’s how to estimate what kind of hit you can expect to take, and how to minimize the damage.

Filed in: Industrial Strength, SEO: Redirects & Moving Sites

Small & Nimble Trumps Big & Slow In SEO

Nov 2, 2009 at 6:00am ET by Adam Audette

In my experience, the best search engine optimization (SEO) in the world comes from small shops and freelance consultants. That statement (and the following article) is only my opinion, of course, but it's an opinion based on about 14 years working in this industry. Let's get real: any agency (large or small) is primarily in business for themselves, not their clients. Their success is (naturally) built upon the success of their clients, but their clients are not their first priority. They can't be, because agencies care about their clients only to the extent they impact or influence the int [...]

Filed in: Industrial Strength

Get Rid Of Unwanted Clicks With Keyword Management

Oct 26, 2009 at 6:00am ET by Niraj Shah

Every search marketer shares one important goal: get more of the traffic you want and less of the traffic you don’t. One of the best ways to get manage your traffic quality is by focusing on keyword selection. By selecting the right keywords you can reduce the number of untargeted clicks you get, reducing your costs. But it doesn’t stop there. Eliminating unwanted clicks increases the click-through rates for your ad groups, leading to higher quality scores, lower CPCs, and increased conversions. Better keyword management isn’t just a nice to have; it’s increasingly becoming critic [...]

Filed in: Industrial Strength

Supporting A Global Brand Campaign With SEM

Oct 19, 2009 at 3:03pm ET by David Roth

On the heels of launching Yahoo campaigns in three countries in eight days on an incredibly tight timeline, it makes sense to take a small step back and jot down a few thoughts about what went right, what went wrong, and how to improve next time.

Filed in: Industrial Strength

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