May 1, 2007 Comments
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Dean DeBiase, CEO of Fathom Online has an article over at SmartBiz.com right now that lays out seven search marketing principles that will help your online business succeed. DeBiase covers issues like dayparting, pay per call, click fraud, bidding rates and more. They're quick tips, but they're certainly a good starting point to help you decide what you need to learn more about.
For example, check out his suggestion when on choosing which pay per click engine to advertise with:
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.
None of his suggestions are going to propel you to the front of the rankings, but all of them will help you to understand the underlying concepts and techniques that are necessary to a strong integrated search marketing campaign.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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