7 Essentials to Search Marketing

Two: The Right Search Engine Mix is Critical: Identical keywords sell for different prices on different search engines – and produce different results. Just like each television network offers advertisers slightly different demographics, each search engine offers a slightly different product. The challenge for marketers is finding the right mix to achieve the highest return on investment. Should the money go to Google, Yahoo or MSN – which account for eight in 10 searches? Or, should the money be spent by combining one of the Big Three, plus second-tier firms such as Ask, Miva or Kanoodle? Or should it be invested in specialized search engines by industry or topic? Or all of the above? The answer requires continuous testing and adjusting until the optimal mix is reached.