Ten common mistakes in marketing activities

At the SES conference in Chicago, I had the honor to speak at the http://www.aliyun.com/zixun/aggregation/18519.html "> panel discussion to express my views on the current search market." During the discussion, there were a number of issues surrounding search redirection issues, new patterns of search advertising, and interactions between search and social media.

I talked about a common theme, which is one of the fundamental issues that many marketers have overlooked in their marketing campaigns, leading to missed opportunities. David Pann, a peer at a panel discussion, and vice president of Yahoo's search business, shares the same view. He pointed out that advertisers in keyword bidding is often wrong, missed opportunities, mainly is not correct operation.

Often, PPC Search advertising campaigns are overlooked because marketers choose new forms of online marketing or new PPC enhancements. The following are basic requirements, and users are asked to list prioritized lists to ensure that search marketers do not spend or miss opportunities. Of course, the following priority lists may vary from advertiser to vendor, but they include the major mistakes that we may have in our marketing campaigns.

Here are 10 major errors that occur frequently in basic search activities: Tracking failures, tracking the right things, or tracking at the right level. You might think that I didn't even talk about tracking, but sometimes marketing didn't need to evaluate and track what was wrong, or evaluate and track everything. Keep in mind that the closer you are to tracking immediate and long-term profits, the better.

The second is to put the content on the network without testing. Because the default is to put the content down, this does not mean that this is the right choice for you. Contextual ads are valuable, but it also means that ads appear in front of searchers who are not interested in what you're selling.

Third, the Basic keyword research and development of poverty. Keyword research will never stop. But the profit of the keyword research activity is also declining, the vast majority of enterprises will adjust with the change, need to evaluate the keyword opportunity. Seasonal business needs more vigilance. Don't miss a business opportunity because you lost your keyword.

Four is the wrong combination of matching types, including negative matches. Accurate matching can achieve high quality scores, so there is a function at low prices to obtain a higher position. However, you still need some vocabulary and expand the matching list to get a list of exact matches that may be lost.

The limitation of the calculation structure. Revisit your campaign to make sure you don't take shortcuts, such as putting too many keywords in the ad group. When the keyword looks at the industry in a meaningful way, the problem deteriorates and you leave with an ad that does not include an optimized vocabulary. Remember: Searchers are looking for a clear match, so make sure that the list of keyword listings allows you to make the most of the searcher's queries.

Bidding management is at a low level. Each key word has its own auction price, so the bidding decision should be carefully made.

The choice of landing page is too broad. If the user intends to have a difference between two keywords, make sure the keyword has a different landing page. Keep in mind that the best landing page may not be the search, and sometimes the user wants relevance, but the relevant choices are listed.

Eight is in the important or high opportunity ad group did not carry out test advertising innovation activities. You don't have to test every single ad, but the larger the current number and potential number, the more important it is to test the creative nature of the ad.

Nine is not on their own name and brand of the bid marginal value of the test. People will constantly question me whether they should bid on their names when they are at the top of the organic position. The general answer is yes.

Ten is the use of search engine budget tools. Only you know the true value of clicks. Because of budget settings, do not let search engines send you low value clicks.

11, there is no test for geographical orientation. Whether you should do more bidding activities by day and location, the answer is yes.

Of course, there are usually less than 11 marketing errors. Perhaps I will mention other mistakes in future columns.

(Original: December 11, 2009; Compiling: Song XI)