Seven Ways To Better SEM

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Business optimization software company Omniture now offers a free guide to improving a website’s search engine marketing in seven steps.

Omniture’s guide, 7 Advanced Steps to Effective Search Marketing, discusses what a webmaster can do to help boost a site’s advertising effectiveness. The company considers search marketers to have three main objectives: increase the site’s traffic, orders, sales, customers, or leads; increase cost efficiency; and brand building.

They list seven steps to help close in on those objectives:

Refine Keyword Bids – continually test multiple bids and monitor their effectiveness. It isn’t a “fire and forget” situation when it comes to search marketing.

Target Ideal Positions – the position of an ad is very important, as higher and better positions tend to draw better click through rates (CTR).

Optimize Ad Copy – the ads you create should appeal to the audience you want to attract; this means looking at associating an ad with a “tagline,” or well-known motto, or with specific keywords related to the business.

Select the Right Keywords – too broad a selection of keywords won’t bring in the most desirable customers, but too narrow a band will stick a site in a tiny niche; watch what competitors are doing here.

Use Specialized Matching Options – Omniture notes that search advertisers like Google offer ways to match keywords: broad, phrase, exact, and negative. The guide talks about learning and using them.

Leverage Contextual Campaigns – although the mindset of people seeing contextual ads is different than that of active searchers exposed to sponsored listings, Omniture suggests Google’s site targeting approach may be useful to certain search marketers.

Monitor Against Click Fraud – we would be remiss if we did not mention Google’s opinion of third-party click fraud consultants here. Click fraud is an issue, and like all issues there is more than one side to it.

Omniture’s useful six-page guide is available for free download from the company’s website.


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David Utter is a staff writer for WebProNews covering technology and business.

Seven Ways To Better SEM
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