How Friendly Is Your SEM?
And on the high end of the scale-say, firms spending $500,000 to $1 million a month on PPC search-monitoring should occur a couple times per day. That includes weekends, stresses Hagerty. "Traffic on the weekends will be lower, but you're still spending money and [something] could go wrong. Especially during the holidays for retailers, treat the weekends just like it's a Monday," he explains.
Didit's Mark Simon reminds marketers that, "Since this marketplace is a real-time auction-based system, the savvy advertiser must work with a robust bid management technology platform that handles the bidding landscape 24/7 on all terms that drive traffic to its site. Since that part of the equation should be an automated solution and not a manual one, that will allow the advertiser to utilize its time analyzing the other half of the equation-the strategic side that will enhance and ultimately drive up the conversion rate and deliver a true return on investment."
5. The biggest mistake in managing keywords is?
Answer: d) not breaking keywords into smaller groups
The worst habit marketers fall into with PPC search is stuffing huge amounts of keywords into one keyword group, says Hagerty, who adds, "what that really leads to is keywords getting lost in the shuffle, which can have a negative effect on performance."
The reason why smaller, more targeted keyword groups are better, says Lisa Wehr, president and CEO of Oneupweb, a search marketing firm in Traverse City, Mich., is because you can serve up more targeted ad creative that more closely fits each group. "For example," she explains, "if you want to offer free shipping on a certain set of items or group or product and you've got keywords for items or products that aren't going to qualify for the free shipping, then you're going to have to separate them out eventually. And moving stuff around now in paid search campaigns can affect quality score."