Looking for ways to improvise your Search Engine Marketing by eGrove Systems

Jan. 5, 2011 - PRLog -- Marketing – the heart throb of a business strategy,  irrespective of its size, is definitely an ultimatum toward its success.  Apparently, marketing today takes the advantage of SEM to reach potential  customers, influence decision makers, and more. Businesses employing full  potential of SEM are certainly not left behind in the current globalized market  scenario. The responsibility of Digital marketing/SEM managers are not just  confined to managing the budget alone, but also in improving the business  performance. Some of the important factors that aid in enhancing SEM are  discussed here:
 1.  Bounce Rate:

• Can be  effectively reduced by increasing the relevancy of ad copies.
• Incorporate appropriate changes in the landing  page or insert keywords/ad copies relevant to the available content.

2. Landing-Page content and Design:

 • Content on the landing page is the prime driving  factor for improving the performance of Paid Search. Page design is the main  target that impacts user behavior. Once acquired, design should be able to  retain the visitor in the page.

 3.  Quality Score:

   • Quality score is an indicator to evaluate the  keywords or an ad group. A score of five is deemed acceptable and any keyword  or an ad group having a score of less than five requires special attention.

 Google  states: “The higher the quality score, the lower the CPC”

 • A variety of factors  contribute to the ‘Quality score’. Google and MSN maintain a certain standard  as their control, and also advice their customers to watch out for certain  aspects such as Click Through Rate  (CTR) and Ad copy relevancy. By increasing the QS, we can thus reduce the CPC.

 4.  Priority Keywords:
 • The first step toward the goal of SEM would be  to identify important keywords for the business, and the opportunity/global or  local search volume of the keywords that can be identified using tools such as  Google ad words or www.semrush.com.
 • If an opportunity  remains underutilized for any important keyword, a separate campaign could be  initiated for particular keywords, with an increased budget, to increase the  impressions. In this process, the performance of such keywords should also be  considered. Increasing budget or spending time for nonperforming keywords  should be avoided.
 • Limit the number of  keywords; 5–10% of keywords would suffice the priority campaign.
 
 5.  Click Through Rate:
 • Increase the CTR by  different means.
 
 1.  Deliver the matching Ad copy
 2.  Use modifiers such as discounts, best in the industry, etc. in the creative  content if legally permissible. Compare the ad copies with top-performing  competitors and formulate innovative content to fight the competition.
 3.  Deliver the ad copies in the first position. Any ad copy below the third  position tends to get overlooked and even when clicked, does not retain  visitors for long in the landing page.
 6.  Conversions:
 Sales, Downloads, and Lead generations are related  to the page content, entry keywords and creative. Increase in optimization  might result in improvement. Testing should also be performed to a greater  extent in order to assess the improvement.
 
 7.  Budget:
 
 • Periodical review for adjustments or  diversions across different campaigns is necessary to ensure 100% utilization.
 • A lower amount remaining in the last quarter  is ideal for 100% spending in the annual budget.
 • Make sure that any  priority campaign in the run is not deficit of funds at any time.
 8. Organic Search Result:
 
 • Organic  search results should be obtained periodically (weekly or monthly).
 • These  results can increase spending for top performing keywords and it would be wise  to think about moving such keywords to the priority list if they exist in the  general campaign.
 • Any,  nonperforming keyword in the organic search implies that paid search can never  work better for the related product or service. In such a case, spread out  funds on a priority basis.
 • Analytics  data of Organic search may introduce Geo Targeted keywords and create specific-region  related portfolios on a short-term basis. The presence of such new initiatives  should be based on paid-search performance and organic analytical data.
 
 9.  Industry trend:
 
 • Industry  trend may increase or decrease the search for specific keywords
 • Be  proactive and analyze industry research and forecast searches from time to  time.
 
 10.  Dynamic Ad Copy:
 
 • Dynamic  ad copy creation might be an advanced concept for starters. But businesses that  insist on performance should utilize this advanced feature to deliver more  personalized ad copies for the internet searchers. Optimized usage of dynamic  ad copy will increase the CTR.
 
 11.  Benchmarking:
 
 • Competition for any specific keyword, average  CPC, and monthly search volume are some of the competitors’ data available  through tools such as www.semrush.com. It would be appropriate to exploit such  tools to compare our business performance and then decide on the strategy to be  adopted.
 
 12.  Content Sharing:
 
 Engage vendors based on the CPL. A  good deal of research is required to identify such vendors instead of engaging  vendors with CPC and CPM.
 — Krish Govindaraj

 
 eGrove  Systems Corp aids various businesses across the globe to enhance their digital marketing  performance, and hence make effective utilization of their resources. Queries  are appreciated and you can contact krish@egrovesys.com for  effective solutions to all your business needs.

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