At SES Chicago, I had the privilege of speaking on a panel about the state of search today. After the presentation, many questions revolved around search retargeting, new forms of search advertising, and the intersection of search and social media.
I mentioned that one common theme I've seen when looking at campaigns of hundreds of marketers was that many foundational elements of the campaign were lacking, resulting in a large missed opportunity. My fellow panelist, David Pann (VP of U.S. search advertising business, Yahoo), echoed these thoughts. He was surprised at how much failure to properly do the basics was costing advertisers both in excessive keyword bid prices (in a quality score world) and missed opportunities.
Too often, PPC (define) search advertising campaigns suffer from neglect as marketers chase the hot new forms of online marketing or new PPC enhancements.
Following up on the need for basics, an audience member asked for a prioritized checklist of best practices that all search marketers should go through to make sure they aren't wasting money or missing an opportunity. Of course, the priority of the following list may vary slightly by advertiser -- but it covers most of the big mistakes that end up in campaigns that have been around for a while, as well as in new campaigns.
So without further ado, the top 10 common oversights in basic search best practices:
There are far more common mistakes than the 11 listed above. Perhaps I'll revisit the other mistakes in a future column.
Got all the fundamentals done and optimized? Then you can start considering the cool stuff like search retargeting and ad enhancements.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
March 19, 2014