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Three Tips for Optimizing Paid Search Campaigns
In addition to search engine optimization, there exists the pay-per-click / paid search / paid inclusion branch of search engine marketing. We’ve all dipped our feet into search advertising networks such as Google AdWords, Yahoo Search Marketing or Microsoft adCenter (or even more vertical-specific networks).
Certain keywords can get quite costly, so here are some tips for optimizing paid search campaigns and getting the most bang for our budget bucks. These tips all center around efficiently allocating our funds.
1. Choice of Network
AdWords campaigns can be specifically targeted to the search network (i.e., in the SERPs), and/or the content network (i.e., in AdSense). Similarly, Yahoo Search Marketing campaigns can be directed to their search network and/or their content network (Yahoo Publisher Network). The search network is generally where you’ll get better conversions and ROI, so bid up if you’re exclusively advertising there.
If you’re still advertising in the content network, then be sure to exclude poor sites from it using site exclusion options.
2. Geo-targeting
Geographic targeting is defined in our very own Lexicon as
The targeting of ads specific to the geographic location of the searcher. Geo-targeting enables advertisers to efficiently spend ad dollars based on the searcher’s location, allowing more localized and personalized results.
Proper use of geo-targeting features can easily cut costs. If your product or service is unavailable in certain parts of the world, if delivery costs are too high, if your product is illegal in certain countries, then geo-targeting is for you. In AdWords, this falls under "Locations" -> "Target Customers By Location."
3. Day Parting
Have you ever stayed home during a weekday and turn on the T.V.? Ever wonder why the only thing on is Passions, As The World Turns, Young and the Restless, Ophra, and General Hospital? The market of these shows are stay-at-home moms and the 9-5 part of the weekday is when they’re most likely to be watching T.V.
Knowing what times of the day your market is likely to be using the Internet and exploiting this information within your paid search campaigns is called day parting. Also be sure to factor in time zones when applying day parting options.
Tags: adCenter, AdWords, pay-per-click, search traffic, SEM, Yahoo Search Marketing
May 10th, 2008 at 4:03 am
You have nice blog and content. I subscribe you and hope you do the same to subscribe my blog with title The Success
Thanks friend and success for you
May 10th, 2008 at 8:24 pm
Speaking of paid search, what is your take on the new demographic targeting?
May 11th, 2008 at 9:11 pm
I think that demographic targeting is great for both advertisers and consumers because it helps with showing relevant ads. However, potential problems arise from how advertisers are obtaining this information.
Do Internet users know that their info is being recorded and stored, that this info is being sold to advertisers, etc? It’ll be interesting to see these cases play out.
May 12th, 2008 at 7:19 am
Yes, the democratic targeting is great for both advertisers and consumers because it helps with showing relevant ads. Nice blog isn’t it. Thanks for sharing.