A six-point plan for marketers who view search as 'media.'
If you are at an agency or are an in-house media planner/buyer, chances are you've added search engine marketing to your online plans. As a media buyer, you approach search marketing from a unique perspective, defining search traffic as media. Knowing the ways pay-per-click (PPC) search media is unique, particularly in comparison to other types of online media, will help you plan and execute a search engine listings campaign effectively.
The following are particularly important in planning and buying search:
Banner keyword buys and premium search result or text link placements can supplement your search marketing activities. Most portals sell this inventory directly, often on a CPM basis. Be sure to measure and manage this inventory based on your goals, even if you can't change the keyword or creative as easily as self-managed listings.
Search engine marketing can be complex, but it may be the most unobtrusive online ad medium. Internet searchers have a mission. Most media interrupt and intrude; search media facilitate the searcher's mission.
The more you work with search engine media, the more you'll appreciate the power of a win-win scenario, where searchers, portals, and marketers all fulfill their individual needs.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
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.
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