What would you recommend to a client as the best way to run a cost-efficient search campaign?
Jonatan Zinger, Search Marketing Manager, Media 8:
I think that RELEVANCE is the key element. First, outline well-defined branding, sales, action goals and target markets/audiences.
After this is done, it is crucial that every element in the search campaign is absolutely consistent with these goals and markets, and also among each other. That’s why, in many cases, creating a very granular campaign is so important. In the simple act of typing into the search box, consumers are sharing very precise information about what they need. It is the search engine’s—and the search marketer’s— job to answer that query as pertinently as possible.
So keywords should be grouped according to a matrix of variables, and targeted through very precise ad copy. Landing pages should also be in line with the very particular proposition the ad copy communicated. As an added value, search engines are increasingly incorporating quality evaluation into their paid search algorithms. Therefore, campaigns that apply these principles can get an additional increase in performance.
Finally, constant testing and optimization is another must-have. Fine-tuning campaigns is a work that takes time and it’s actually never completed. It should involve all the components of the campaign (keywords, structure, ad copy and landing pages) and focus on the results each element is contributing and the costs it is generating.
What is generally more cost-effective: Geo-targeted or geo-modified keyword advertising?
Sarah Quinn, Account Manager of Multicultural Programs, Search Ad Network:
The short answer is that purely from a cost-effectiveness standpoint, geo-modified keywords can to reduce your cost per click by limiting your competition. However, which tactic to use certainly depends on the nature of the advertiser:
If the service or product is only relevant to a certain geographic area, then a geo-targeted campaign makes the most sense. An example would be a hospital whose patients typically live in the surrounding area.
Geo-modified keywords can also be useful and cost-effective for a local business, but the product/service in this case would be something that people would travel for. To continue the hospital example: if the hospital has the best neurosurgeon in the country and patients often travel for that level of expertise, then you might want to do a national campaign with geo-modified keywords.
Lastly, it is often a good idea to run complimentary campaigns – using geo-modified terms in a national campaign and more general terms in a geo-modified campaign – to ensure full search coverage.
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