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Account Strategies for Optimal SEM Results

Discover essential strategies for effective Search Engine Marketing (SEM) that can elevate your online presence and improve your search engine results. Learn how to assess your current visibility, validate your data, and set clear marketing goals. Understand the importance of organizing and targeting your keywords, optimizing for different searches, and the nuances of geographical advertising. Explore sample ad campaigns, keyword matching options, and the significance of continuous testing and revision to stay ahead of your competition.

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Account Strategies for Optimal SEM Results

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  1. Account Strategies for Optimal SEM Results By Debbie Griffyn DebbieGriffyn@yahoo.com 404-587-8793

  2. Search for Yourself Online • Where are you currently showing? • Is all data correct? • What are your goals for search engine marketing?

  3. How many offices does this company really have?

  4. Complaints about this company rank higher than the company itself !

  5. What URL will you drive traffic to ?

  6. ABC Company • www.abccompany.com • www.theabcompany.com • www.abc-company.com • www.abccompanies.com • www.abccompanyinc.com • www.the-abc-company.com • www.theabccompanies.com

  7. Where will you advertise ? http://www.clickz.com/3627121

  8. Search Engine Relationship Chart www.bruceclay.com/searchenginechart.pdf

  9. SEM is like going fishing & playing poker You never know what you’re going to get, and you never know what your competitor is doing…

  10. Account Structure

  11. Less than 10% of all searches areone word searches • Think of a word, then think of ten different ways to say it.

  12. Organize Your Keywords • Sample Ad Campaigns: • First Day ( so you can look back later at how much you have learned) • Customers looking for YOU, the CEO, John or Jane Doe • Customers looking for your company • Customers looking for your industry • Customers looking for your competitors • Customers looking for a your product • Customers looking for your product in “blue” • Customers seeking features, benefits, or problem solving

  13. Target Your Keywords Geographically Will you: Advertise yourself as an “attorney” to the entire United States? Advertise yourself as a “ Georgia attorney” to the entire United States? Advertise yourself as an “attorney” in all of Georgia, or just Atlanta?

  14. How will you advertise yourself? • Attorney • Atty • Atty. • Georgia Attorney • Georgia Atty • Atlanta Attorney • ATL Atty • Smyrna Atty • Smyrna Attorney • Divorce lawyer

  15. Keyword Matching Options Broad Match Keywords “Phrase Match” [Exact Match] Drug Free vs Free Drug Negative Keywords Missspellings Try to think like your customer

  16. I am a travel agent … • I want to advertise a CRUISE, but is this Mission Impossible?

  17. I have a staffing company … I want to use “Monster” as a keyword in case potential clients are searching for Monster.com But it’s October right now…..

  18. I am a financial planner … • What do I sell? • What will I advertise?? Insurance, or Insurence

  19. I am a travel agent … Where do you want to go? Carribbean Caribean Carribean Caribbean

  20. Run Several Ads

  21. Test, Test, Test Even your URLs: your company.com www.yourcompany.com YourCompany.com www.YourCompany.com Widget.www.YourCompany.com www.YourCompany.com/Widget

  22. Display URL vs Destination URL • Fence company resume may be searched more often than fence company

  23. Review Your Statistics • You will see: Campaign Status Budget Clicks Impr CTR Avg CPC Cost

  24. Know how large your target audience is • 4,444 people search for CHEAP AIRFARE daily • 3,201 people search for AIRFARE daily

  25. Know how much competition you have • 10,290,000 advertise on Google, MSN & Yahoo for CHEAP AIRFARE • 94,600,000 advertise on Google, MSN & Yahoo for AIRFARE

  26. The Long Tail

  27. What people are searching for will surprise you … Pre Paid Legal is abbreviated as PPL “People” can be abbreviated as PPL • An actual searched phrase: Can u get pregnant if both PPL have on underwear?

  28. Learn to think outside the box Enjoy the Adventure that SEM brings ! DebbieGriffyn@yahoo.com 404-587-8793

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