Search Engine Marketing Tips – 7 Basic Insights

SEM is High on Response and Low on Branding; Spend Accordingly

Good search engine marketing tips won’t guarantee high rankings on result pages. They should guarantee that what you pay is what you get.

SEM is the art of spending money on search engines to promote your site.

As a core element of an online marketing strategy, it requires an intuitive sense of shifts in consumer demand — the rise and fall of searches for products and services reflect the economy, the time of year, company budget cycles and other factors.

Good SEM management also means using a spreadsheet, database or custom application to track results daily. Track less often than daily and run the risk of losing control. Continue reading “Search Engine Marketing Tips – 7 Basic Insights”

AdWords Broad Match Can Boost Results

Using broad matches of keywords in a Google AdWords account can increase the number of clicks to a site, but they also can bring undesirable visits as well.

A broad match keyword or phrase is used in AdWords to display an ad to Google site searchers when they enter those keywords. The ad is triggered when the keywords listed in the account are entered into the Google search box and for similar but relevant keywords that aren’t listed.

For example, go to an AdWords account and choose high school football as a keyword phrase. Even if no other keywords are listed in the account, AdWords might display the ad to visitors during Google searches even if they use such phrases as school high football, which is an actual search term with high monthly volume.

An AdWords account can easily grow into thousands of keywords that have to be manually entered by the account manager. It can become so massive that effectively controlling the performance of all keywords can chew up a significant amount of a day.

Using broad-matched keywords is Google’s way of helping with the workload. The account manager doesn’t have to dig up every relevant keyword and manually add it to the account list.

But some broad-matched keywords can trigger related but undesirable keywords as well. The keywords may not be entirely relevant, or they may be so popular that their volumes overcomes the listed and more desirable keywords. They may also produce poor results with contextual advertising such as AdSense.

In that case, the account manager can switch to exact match keywords. It simply requires that every keyword is entered into the account with quotes, such as “high school football.”

The ad will be displayed only when that exact keyword phrase is entered into the search box.

Broad-matched keywords are an easy way to create and build an account, but in time any keyword list requires more careful fine tuning to get the best possible results.