Beware of beginners in search engine marketing

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It is not surprising that the number of beginners in search engine marketing is still numerous, running a millions of-dollar search marketing budget.

Since the start of the goto.com, paid search has developed for 10 years, Goto had only thousands of customers, and now Yahoo,google and Microsoft are sitting on hundreds of thousands of search marketers. With the development of search, most of the early water test people have been successful.

Early paid search marketing, even for beginners, can be easily successful, this is not the door luck, the average click Price is less than 0.15 U.S. dollars, the high return on investment to promote the search market, this year the search market has reached 20 billion U.S. dollars.

Shar Vanboskirk, of Forrester, draws an interesting statistic by studying corporate data: "In the 2007 marketing benchmark online survey, we found that most marketers classify themselves as ' senior starters ' and 61% of marketers rarely use or do not use search management tools , 65% purchased keywords below 500. ”

Some are surprising, but the data is basically consistent with the results of the search engine Marketing professional organization (SEMPO) "2006 Search engine Marketing Survey", which shows that "more than half of advertisers say they plan to manage their 2007 paid advertising, while big companies tend to outsource." "At the same time," most advertisers (60%) have been using paid delivery for the past three years.

Whether you started using goto directraffic Center (DTC) to manually adjust your bidding in 1998 or just recently joined the search engine marketing force, you might be able to compete with beginners in at least a few keywords.

You have to adjust your strategy and take the beginner into account. I always like to remind viewers that there are two kinds of people who will occupy the forefront of keyword ads: geniuses and lunatics. And from the number of beginners, perhaps I should classify them as another group: they behave more like lunatics because they have no clue, lack of experience and training, and may be affected by misinformation.

Whether you're competing with geniuses, lunatics, or beginners, you have to make a separate response, and if you're not sure what your competitor is, you can test their reaction to determine.

Sophisticated marketers keep the top (or top) rankings of the keywords in a suitable range, they will not disclose the real price, the keyword, ad group or project for the elastic test can determine whether the competitors use API Technology management bidding.

To get started, think about your first time, beginners often make the same mistakes, here are a few, they may look familiar:

。 Lack of rationality, in order to keep the rankings regardless of cost;

。 Set budget caps only, rather than selecting the optimal price/return portfolio within the budget range;

。 Use the same combination of keywords;

。 A large number of keywords all point to the home page;

All search marketers can take strategies to reduce the impact of beginners and lunatics, by learning cases and practicing them (especially by clicking on clicks), you have enough tools to reduce the risk of keyword placement, maintain a balance between profitability and scale, and make search ads manageable.

Since I joined ClickZ in 2002, I've already covered a lot of good cases in my column, and in the past few years there has been a flood of meetings, courses, books, and online training resources, which, though not necessarily comprehensive, can be helpful for in-depth study.

I plan to introduce the training and certification of search engine marketing in the near future, if you have a positive or negative experience in training, please let me know and I will be happy to listen.