Optimizing SEM for Google and Yahoo!, I mean really optimizing it, requires a wide range of tools. As I thought about some at my posts I realized that some of the tactics which seem basic may require core skill sets which are not so basic, or tools that are not used as commonly as I assumed.
So, over the next week or so, I will cover some of the tools we use, or have seen other use, and what they can do for your SEM. This is definitely not all- inclusive so any ideas you have please feel free to post. Also, one of the challenges I have is determining if these fall into the arena of basic or advanced SEM. Since both will be covered, I will try to keep each section to a pattern of starting basic and elevating to advanced. This will be interspersed with commentary about the value of escalating SEM sophistication.
We'll start with outlining and defining Categories of SEM strategies and tactics for which we employ tools. Then in following posts, will delve into the resources, tools and techniques to tackle them. Broadly, some of the areas I’ll hit on are:
-Keyword Selection
Creation and evolution of keywords, Match types and their association to specific ads and landing pages.
-Bid management
The process of adjusting bids to optimize cost relative to a target event.
-Conversion -Tracking - Reporting
Setting up conversion metrics that are based on real margin / profits rather than click CPC and CTR.
-Copy Optimization
Creating copy which improves conversion and front end CTR.
Okay, there is one post that I did a ways back that I think will be good for starting the Keyword selection. If you’re not familiar with developing keyword lists, or just want a perspective on it, check it out. Then, also take a look at Google’s estimator tool. Based on your site, it can help identify keywords and provide estimates (without the proper match type , negative, etc, it can be far off on the estimates).
More to come...
added 5/23:Setting the metrics
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