Keyword ads, not shortsighted

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Customers often tell me they use keyword ads only temporarily, until their natural rankings are high enough to get free traffic. These customers seem to think it's a good strategy to be independent of keyword advertising, but it's not really smart for most marketers, either for paid search or natural search.

In this article, I will explore how to determine how the site can be separated from the independent level of paid advertising, as well as a comprehensive media decision as to how to consider the search strategy from a strategic perspective.

ebay did this experiment last month (partly out of retaliation for Google's checkout of Google to its clients) and stopped Google in the United States.
AdWord AD project, but 10 days later, ebay is back, but it is said that advertising investment has shrunk considerably.

Maybe ebay has learned something from this experiment, ChannelAdvisor blogger Scott
Wingo has monitored ebay's sales through his client database, "When we look at the total number of sellers found that some sellers are lost while there are enough sellers to add up, so that the total number of basically stable." "(like consumer electronics doing well this week)

Wingo and other people think that ebay to turn off Google ads at the same time increase the release of other media, so changed the composition of visitors and buyers, the total sales are not affected, but because from the long tail change mainly to push the main merchandise, some ebay sellers have been affected by both sides.

According to a public report, ebay stopped advertising in Yahoo in the same way for five days in the fourth quarter of 2006, supposedly "trial," but it was probably not known for technical or financial reasons.

The ebay experiment gives us some insight first of all, there are many ways to maintain traffic and sales, we do not know the validity of the keyword ads relative to other media, but the closing evaluation, it is clear that these two different forms of media bring different types of customers; second, the search engine does bring us good customers, ebay's re-launch of Google ads is proof.

If I were on ebay now, I would consider conducting a test to measure the interaction between keyword ads and other online media. Using professional tools and analysis, we've got some interesting conclusions, some of these conclusions have been replicated in the marketplace, while others are only used within our team (I'm still hesitant to disclose too much detail), but our data conveys a basic message: perhaps you should not be completely disconnected from the keyword ads for the following reasons:

Online media drives search behavior, in particular, the search behavior of the toolbar, curious customers like to search, but you can not guarantee that they will search your brand, even if your brand natural ranking is high, the budget for other media may mean that the failure of the search engine, means that you have lost a unique opportunity, What's worse, you give your chances to your competitors.

The media your competitor chooses (especially the online media) drives the search activity, and you have the opportunity to take advantage of your competitor's input, if you have the ability to track your competitor's media input, and to determine how these inputs stimulate the search, or that your project management system can monitor sudden changes in search behavior, You can dive into the search when your competitor is stuck in the media level.

When customers have high natural rankings and keyword ads appear at the top of the page, almost all tests show the ideal ROI, especially if the message is different.

If you're worried about getting out of a keyword AD, do it as ebay does, do an experiment, you don't have to stop all the ads, and you don't need to jump into other media, as long as you're testing the relative effects of keyword ads. Doing so may result in your search results, as you will be guided to your brand field (with a higher natural ranking).