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Account Strategies for Optimal SEM Results

Account Strategies for Optimal SEM Results. By Debbie Griffyn DebbieGriffyn@yahoo.com 404-587-8793. Search for Yourself Online. Where are you currently showing? Is all data correct? What are your goals for search engine marketing?.

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Account Strategies for Optimal SEM Results

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  1. Account Strategies for Optimal SEM Results By Debbie Griffyn DebbieGriffyn@yahoo.com 404-587-8793

  2. Search for Yourself Online • Where are you currently showing? • Is all data correct? • What are your goals for search engine marketing?

  3. How many offices does this company really have?

  4. Complaints about this company rank higher than the company itself !

  5. What URL will you drive traffic to ?

  6. ABC Company • www.abccompany.com • www.theabcompany.com • www.abc-company.com • www.abccompanies.com • www.abccompanyinc.com • www.the-abc-company.com • www.theabccompanies.com

  7. Where will you advertise ? http://www.clickz.com/3627121

  8. Search Engine Relationship Chart www.bruceclay.com/searchenginechart.pdf

  9. SEM is like going fishing & playing poker You never know what you’re going to get, and you never know what your competitor is doing…

  10. Account Structure

  11. Less than 10% of all searches areone word searches • Think of a word, then think of ten different ways to say it.

  12. Organize Your Keywords • Sample Ad Campaigns: • First Day ( so you can look back later at how much you have learned) • Customers looking for YOU, the CEO, John or Jane Doe • Customers looking for your company • Customers looking for your industry • Customers looking for your competitors • Customers looking for a your product • Customers looking for your product in “blue” • Customers seeking features, benefits, or problem solving

  13. Target Your Keywords Geographically Will you: Advertise yourself as an “attorney” to the entire United States? Advertise yourself as a “ Georgia attorney” to the entire United States? Advertise yourself as an “attorney” in all of Georgia, or just Atlanta?

  14. How will you advertise yourself? • Attorney • Atty • Atty. • Georgia Attorney • Georgia Atty • Atlanta Attorney • ATL Atty • Smyrna Atty • Smyrna Attorney • Divorce lawyer

  15. Keyword Matching Options Broad Match Keywords “Phrase Match” [Exact Match] Drug Free vs Free Drug Negative Keywords Missspellings Try to think like your customer

  16. I am a travel agent … • I want to advertise a CRUISE, but is this Mission Impossible?

  17. I have a staffing company … I want to use “Monster” as a keyword in case potential clients are searching for Monster.com But it’s October right now…..

  18. I am a financial planner … • What do I sell? • What will I advertise?? Insurance, or Insurence

  19. I am a travel agent … Where do you want to go? Carribbean Caribean Carribean Caribbean

  20. Run Several Ads

  21. Test, Test, Test Even your URLs: your company.com www.yourcompany.com YourCompany.com www.YourCompany.com Widget.www.YourCompany.com www.YourCompany.com/Widget

  22. Display URL vs Destination URL • Fence company resume may be searched more often than fence company

  23. Review Your Statistics • You will see: Campaign Status Budget Clicks Impr CTR Avg CPC Cost

  24. Know how large your target audience is • 4,444 people search for CHEAP AIRFARE daily • 3,201 people search for AIRFARE daily

  25. Know how much competition you have • 10,290,000 advertise on Google, MSN & Yahoo for CHEAP AIRFARE • 94,600,000 advertise on Google, MSN & Yahoo for AIRFARE

  26. The Long Tail

  27. What people are searching for will surprise you … Pre Paid Legal is abbreviated as PPL “People” can be abbreviated as PPL • An actual searched phrase: Can u get pregnant if both PPL have on underwear?

  28. Learn to think outside the box Enjoy the Adventure that SEM brings ! DebbieGriffyn@yahoo.com 404-587-8793

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