Secrets of the Search Engines
To fully take advantage of search engine marketing, it is useful to know the segmentation potentials of each major search engine. These six tips will help you target high-value customer segments through SEM.
Split the landing pages: Search engine optimization pages need to be legible by search engines, while the best-performing pay-per-click pages may use Flash animation or an image with very little copy.
Research: Use your inbound organic keywords as a starting point for PPC efforts.
Generate content: If a PPC keyword brings high-quality traffic, consider building a portion of your site dedicated to that keyword for organic traffic.
Implement microsites: They are useful when the IT department won’t let you make changes, or for testing purposes.
Promote title-tag crossover: Test potential title tag copy in your PPC listings.
Analyze your head-tail buy funnel: Are your customers conducting multiple searches before converting? Measure when they’re clicking on organic links versus paid links.
Kevin Lee is the executive chairman of Didit, the Rockville Centre, N.Y.-based search engine marketing agency. He can be reached at firstname.lastname@example.org.
(This information appeared in the DMA07 Show Daily during the Direct Marketing Association’s annual conference. It is based on Lee’s session, “Online Marketing/Interactive Media: What Google, Yahoo and MSN Don’t Tell You.”)