Practical Tips To Prepare For Cyber Monday & Beyond
Nov 20, 2009 at 9:14am ET by Josh Dreller
Cyber Monday is one of the most important (if not the most important) day to paid search professionals in America, and I've got some great tips and tricks to share on how to make the most of it.
But first, I thought I'd share some history of the term I found at Wikipedia:
The term "Cyber Monday" is a neologism invented by Shop.org, part of the U.S. trade association National Retail Federation. It was first used within the e-commerce community during the 2005 holiday season. According to Scott Silverman, the head of Shop.org, the term was coined based on research showing that 77% of online [...]
Filed in: In The Trenches
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
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