If your business is to have any hope of competing with the established players in your market, you will need to develop an effective marketing strategy. Good marketing is about much more than simply throwing money at the problem; you need to think about how you can most efficiently use whatever budget you have to reach the widest audience possible.
Let’s imagine a dream scenario: you have approved budget for a new, high profile campaign. Everyone is excited.
You relish the opportunity to show how paid search is the perfect channel. It’s efficient and targeted.
Classes are in session, and not just for the kids. Polish your SEO & SEM skills at any of the four incredible full-day workshops on Monday, September 26. All workshops are held the day before SMX East kicks off in New York City.
One of the most common and difficult choices you’ll make when managing an SEM account is deciding when to segment keywords. Any search manager worth his or her salt knows that segmentation is key to PPC optimization, but what’s the best rule for how granular you should get?
There are a few different camps on this. There are the long-time advocates of Single Keyword Ad Groups (team SKAG), and even the occasional Single Keyword Campaign. Then, there’s the nearly decades-old “1,000 searches rule,” wherein if you expect a keyword to have more volume than 1,000 searches a month, it needs to be segmented, regardless of messaging. Some people (myself included) religiously believe that match types should be segmented by campaigns, while some simply smash everything together.
Trying new things can sometimes be frightening for paid search marketers, but columnist Brett Middleton argues that leaving your comfort zone is the key to differentiating your brand and obtaining qualified traffic.