Clickable 10 Bad Search Marketing Habits


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Every search marketer, from novices managing their first campaigns to seasoned pros, occasionally falls into bad habits. In this session, we'll review a variety of "Don'ts"—from optimizing for clicks (rather than conversions) to ignoring advanced targeting options (rather than serving your ads at the right place and at the right time).

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  • Clickable 10 Bad Search Marketing Habits

    1. 1. 10 Bad Search Habits That Are Easy to Fall Into—And Easy to Dump<br />August 26, 2010<br />
    2. 2. Who We Are<br />Introduction<br />Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.<br />Hanny Hindi<br />Clickable Search Marketing Guru<br />Max Kalehoff<br />Clickable Search Marketing Guru & Vice President of Marketing<br />9/17/10<br />2<br />
    3. 3. What is Search Engine Marketing?<br />Introduction<br />9/17/10<br />3<br />
    4. 4. Agenda<br />Our Goal Today: To outline some of the easiest search marketing bad habits to fall into, and provide strategies for dumping them.<br />Beginner: Be Specific, and Optimize for Revenue<br />Intermediate: Maximize Opportunities Across Search Networks<br />Advanced: Don’t Stop After You’ve Met Your Goals. Find New and Better Opportunities.<br />9/17/10<br />4<br />
    5. 5. Beginning Search Marketers<br />Be Specific, <br />and Optimize for Revenue<br />9/17/10<br />5<br />
    6. 6. Bad Habit #1 (Beginners)<br />Position-One Lust<br />Getting in the top position is as tempting — and, usually, as bad a deal — as getting the top draft pick.<br />Users glance at the top three ads as a single cluster.<br />If your ads are in position one, you’re probably paying too much.<br />9/17/10<br />6<br />
    7. 7. Bad Habit #2 (Beginners)<br />Over-Reliance on “Broad Match”<br />On Google, “Broad” is the default keyword match type, but it’s probably not the one you want.<br />Broad Match keywords are a tool for collecting data, not a reliable way to generate conversions.<br />Make Phrase Match your default.<br />Phrase Match<br />9/17/10<br />7<br />
    8. 8. Bad Habit #3 (Beginners)<br />Optimizing for Click-Through Rates (CTR)<br />Clicks and Click-Through Rates (CTRs) are easy to track and easy to understand.<br />However, high CTRs don’t help if they aren’t related to high conversion rates.<br />3. What you should optimize for is a metric further down the sales funnel: conversions.<br />9/17/10<br />8<br />
    9. 9. Intermediate Search Marketers<br />Maximize Opportunities <br />Across Search Networks<br />9/17/10<br />9<br />
    10. 10. Bad Habit #4 (Intermediate)<br />Using a Fixed Budget, Rather than Budgeting for Performance<br />Traditional marketing budgets are fixed line items.<br />However, if you’re optimizing for revenue, search marketing isn’t about fixed costs: it’s about a relationship between cost and revenue.<br />To get the most out of SEM, set a revenue goal and spend — and earn — as much as you can while meeting it.<br />9/17/10<br />10<br />
    11. 11. Bad Habit #5 (Intermediate)<br />“Agooglophobia”: Fear of the Non-Google<br />Google’s market share isn’t just high, it’s dominant: somewhere around 65%. <br />But, there are so many searches that a small market share, like Bing’s 10%, still represents billions of impressions.<br />After hitting your goals on Google, move on to Yahoo Search Marketing and Microsoft adCenter.<br />9/17/10<br />11<br />
    12. 12. Bad Habit #6 (Intermediate)<br />Wasting Core Budget on “The Long Tail” (Before Maximizing Top Opportunities)<br />Online volumes are so high that a small percentage is still significant.<br />Nonetheless, don’t focus on the long tail before optimizing higher-traffic keywords.<br />Focus on your most popular terms before spending time on more obscure terms. <br />9/17/10<br />12<br />
    13. 13. Advanced Search Marketers<br />Don’t Stop <br />After You’ve Met Your Goals<br />Find New and Better Opportunities<br />9/17/10<br />13<br />
    14. 14. Bad Habit #7 (Advanced)<br />Neglecting “The Long Tail” (After Maximizing Top Opportunities)<br />Maximizing revenue on high-traffic keywords is no small task.<br />Nonetheless, your work is not finished when you’ve done so.<br />Keyword research should never stop: keep adding terms and optimizing them. <br />9/17/10<br />14<br />
    15. 15. Bad Habit #8 (Advanced)<br />Not Using Targeting to Improve Quality Scores<br />Demographic targets are great ways to filter your online audience.<br />They can also be used to maximize Quality Scores.<br />Optimize your campaigns with geo-targeting, day-parting and incremental.<br />9/17/10<br />15<br />
    16. 16. Bad Habit #9 (Advanced)<br />“ASEMophobia”: Fear of the Non-SEM<br />Until now, most new online marketing opportunities have been disappointments. <br />Social media (might) represent the first significant new revenue opportunity for online marketers.<br />Social Media Advertising and Search Engine Advertising are complimentary: take advantage of both.<br />9/17/10<br />16<br />
    17. 17. Bad Habit #10 (Advanced)<br />Desire to “Set It and Forget It”<br />With a marketplace as dynamic as online marketing, the work is never done…<br />9/17/10<br />17<br />
    18. 18. Using Clickable Pro to Simplify SEM<br />9/17/10<br />18<br />
    19. 19. Using Clickable Pro to Simplify SEM<br />Clickable Pro is an online tool that makes search advertising Simple, Instant and Profitable.<br />Manage all of your campaigns, across all search networks, in a single, intuitive interface.<br />Take action based on recommendations generated by Clickable’s ActEngine™ (for everything from best practices to bids and budgets).<br />Create white-label, customized reports.<br />9/17/10<br />19<br />
    20. 20. How to Sign Up for Clickable<br />How to Sign Up<br />Simply go to and try the product free for 15 days.<br />If you want more support getting started with search marketing, consider Clickable Assist, our fully-managed solution: <br /><br />Or email us:<br />9/17/10<br />20<br />