FOOA and Search ROI
Andrew Goodman (Page Zero Media) ‘How to increase the ROI on your search advertising’
Most advertisers aren’t even in the present yet….the future is now, there are a lot of things that we should be doing now and we are not
In 2004, 50% of google properties made the money and 49% on other properties. In 2006, 62% of their revenues were from search. They optimised how they earned revenue on search and police the content network and now they have policed this they may be moving back towards selling you more non-search stuff.
1. Do not take on Leaky Buckets, retrench before you start, do not take them on if they do not have a plan. we did not take on a client who wanted to drive traffic as opposed to drive leads as they really needed to redo the website to fit the goals before we could do the search stuff.
2. Solve problems, question assumptions, discover untapped customers. Now that best practices won’t work in an overcrowded space, work out how to differentiate. So for tucows, we focused on newbies, got keywords such as ‘need a website;, those who know little
3. Write a better ad. testing! think about short and long term. what are you after CTR, relevancy, weigh your decisions about which ads are short and long term winners. You have to be sure of balancing CTR and other things. Sometimes you have to get the hard wired stuff, do the base stuff, some brands benefit from repetition..no testing here, just awareness buy. For more DM campaigns, read hot buttons, test, look which press the buttons, write some defaults and get a sense back of what works, on a small art firm, price always matter but so does trust. Next test, come up with a menu of different ways of working the call to action, test specifics. third pass is for the advance advertiser, mutivariate ad testing, this is the last perfection phase that needs to be used in competitive areas.
4. Measure relative keyword value. understand behaviour, develop intermediary measures, If it for awareness, understand what awareness is and who your audience are. Use metrics to look at what works out, diagnose high bounce rates, page views, user experience, drill down through results to find out what is going on
5. Don;t kid yourself about focus - if you are lucky you are working with a company that has a broad product range. Over specialisation is bad.
6. draft on media buys…look what else is going on. get people who are looking for something associated with the product to yours…build keywords from current media experiences. don;t let brand building dollars from other channels go to waste.
7. Go for the keyword torso. look at long tail of search frequency….you can chase the tail, people want keywords and long lists…but don’t be distracted. Focus on the torse..if you do the head only not effective, and tail is nice but the meaty words are in the middle. Two word combos are good.
8. Get the settings right - understand the setting screen, geographic issues. Always check what they are and what you set things to.
9. Content targeting is 37% of google revenues, but it may not be that high for me on direct response. I’m not getting derailed from direct response
10. Assess…the tools are there. you can set up the tools on small sites. you can look at what converts the best and which elements work the best.
We are looking way ahead, but large corporate budgets are fixed for 2008. so 2009 is the future of spending in markets. we are still growing on the meat and potatoes.
Tags: FOOA, FOOA07NYC, futureofonlineadvertsing, roi, searchRelated Stories
POSTED IN: Advertisments, Conferences and Events, Search Engine Optimisation and Marketing
0 opinions for FOOA and Search ROI
No one has left a comment yet. You know what this means, right? You could be first!
Have an opinion? Leave a comment: