Purchase Advair, If you've ever been frustrated by sub-standard paid search results, you might be a victim of some of the following misconceptions.
Our partner ChannelAdvisor is the biggest name in multi-channel online retailing, so when they speak, we listen. ChannelAdvisor recently published a white-paper, titled "10 Popular Paid Search Myths: Separating the Fact from Fiction for Online Retailers," so full of great tips that we had to share them with you.
Myth #1. Launching on new search engines is easy because the same strategy can be used across all engines.
Some retailers believe that launching successfully on one search engine means they can use the same strategy to quickly and easily launch on multiple search engines, Advair recreational. But in fact, here are a few examples of strategy differences among paid search engines:
Ad copy alterations - Google allows two 35-character description lines, whereas Yahoo supports only one 70-character description line, Purchase Advair. Yahoo allows 40-character headlines, while Google only allows 25-character headlines. Additionally, grammar and punctuation adjustments differ between engines.
Matching and bidding variations - Some keywords on various match types may be available on one search engine but not on another. A good example is Google’s phrase match type - there is not an equivalent match type in Yahoo. Purchase Advair, Finally, depending on the engine, your bid strategy should be adjusted for best results.
Budget requirements – Dividing your budget across multiple search engines is important. Get Advair, Generally, Google drives the most traffic, then Yahoo, and finally MSN and Ask. We recommend keeping the bulk of your budget (80%) on Google, and then increasing budgets slowly on other search engines. Move high-performing Google campaigns and ad groups onto new search engines only after launching them and monitoring their activity. As accounts grow on other search engines you can reevaluate budget allocation, Purchase Advair.
Myth #2. Paid search delivers immediate results.
Viewing paid search as a “quick fix” for lagging online sales, buy cheap Advair, some retailers expect immediate results. Although paid search can certainly boost marketing efforts, seeing the full effect of paid search takes time. New accounts have to be tested, tweaked and refined. Purchase Advair, Taking the proper steps to launch slowly not only allows you to build quality scores on each search engine, it also provides the opportunity to learn from the data you gather so you can be more successful when you expand your campaigns.
Myth #3. The more keywords in a paid search account the better.
Ramp up ROI more quickly and target larger portions of your audience by using shorter keyword phrases. Cheap Advair no rx, We created a study using our customer keyword data from the past two years. Our customers were able to target an average of 75 percent of their markets by focusing on 2-4 word phrases. Focusing on 2-5 word phrases allowed them to target around 85 percent of their desired audience, Purchase Advair. Spending the time to generate longer phrases is clearly not beneficial.
Myth #4. Using the same root keyword with various stem keywords is an effective way to increase clicks.
Building large keyword lists with as many combinations as possible was a popular strategy a few years ago. Examples of this are placing terms like “buy”, “save”, “deal” and “discount” in front or behind the same root keyword. Purchase Advair, In reality, a root keyword on broad match will automatically match all the various keyword combinations.
For example, Advair schedule, if you have the keyword “used cars” on broad match, do not include the keyword “buy used cars”. Google will display your ad when consumers search on “buy used cars” if the quality score is high enough. This can be achieved by keyword, ad text and landing page relevance.
Myth #5. Paid search advertising will improve organic search rankings.
Paid search advertising will not directly help you gain organic search rankings, Purchase Advair. This does help generate more visibility for your site, Advair mg, leading to more conversions. Spending X amount of dollars will not automatically lift your natural rankings, but bidding on appropriate keywords, having targeted ad copy and well-ranked advertising will help more consumers see your site on multiple locations within the search engine. The more you advertise using both paid and natural search, the more likely consumers will click, creating a stronger likelihood of conversions.
Myth #6. Bidding is the best way to a better quality score. Purchase Advair, While increasing your bid price will change your position, the Google Quality Score is normalized for position, so bidding alone will not impact your Google Quality Score. The best strategy is to optimize the quality score variables over which you have control including ad text, Advair street price, landing page, etc. The quality score on any engine is a complex combination of factors that takes into account all aspects of a keyword’s performance. For example, Google’s Quality
Score takes into account:
• Google.com click-through rate (CTR)
• Ad text-to-keyword relationship
• Historical keyword performance
• Historical account performance
• Landing page relevancy
Myth #7. You don’t need to bid on your brand name.
Some retailers don’t feel the need to bid on their brand name, especially if they are ranked naturally for their brand terms. But by not bidding on your brand name, you give competitors the opportunity to bid on your company name and other brand-related search terms, Purchase Advair. Advair wiki, Bidding on your brand keywords ensures consumers will see your site in both the paid search and natural search areas, making it more likely they’ll consider you a leader in your industry area and click. This increases your quality score and at the same time decreases your competition’s quality score for your brand-related keywords, forcing them to bid higher for those terms.
Additionally, consumers may perform a search later in the buying cycle that clinches a sale. For example, often consumers will find your product or services in some other manner, then later in the buying cycle, order Advair online c.o.d, may perform a search on your brand name to find the product they viewed before. Purchase Advair, For example, a consumer may search for “garnet ring” and find an ad for your site JewelryClient.com. After comparing prices, competitors, other offerings, etc., the consumer is ready to make a purchase. At that point, Fast shipping Advair, the buyer may search on your brand name. In this case, “garnet ring” would be an “assist” keyword, with “JewelryClient” being the brand-related keyword that results in a purchase.
Myth #8. Advertising on the search engine content networks works for everyone.
This myth is just not true, Purchase Advair. Per Google, its content network “comprises hundreds of thousands of high-quality websites, news pages, and blogs that partner with Google to display targeted AdWords ads, Advair alternatives. When you choose to advertise on the content network, you can expand your marketing reach to targeted audiences—and potential customers—visiting these sites every day.” (Google) Yahoo. and Microsoft’s content networks boast similar advantages.
Testing a small campaign on a search engine’s content network is a smart idea to see if the increase in traffic and cost leads to an increase in conversions. Purchase Advair, However, content networks are not the right fit for every customer. Retailers with highly targeted offerings may need to try a narrower content network strategy by selecting the specific sites on which they want ads to appear. Content networks can be great for branding, lead generation and capturing people in the research phase, Japan, craiglist, ebay, overseas, paypal, but do not always lead to increased conversions.
Myth #9. Using generic ad copy is sufficient.
Because keywords represent the myriad intents and desires of searchers, using ad copy that speaks to a specific objective will draw the searcher’s attention to your ad, resulting in higher click-through rates and potentially higher conversions.
Most search engines make this easy by providing tools to help marketers with ad copy optimization, Purchase Advair. One popular method (see example below) automatically inserts keywords into your ad copy, which then appear in bold.
Myth #10. Paid search works for everyone.
Paid search marketing is a powerful marketing vehicle, Advair natural, but retailers should view it as only part of a successful online strategy. Our research has shown that in addition to paid search, retailers need to launch their products across the full gamut of e-commerce channels including marketplaces such as eBay, Amazon.com and Overstock.com, and the major and minor comparison shopping engines. Purchase Advair, Investing in a multi¬channel online strategy is the best way to take full advantage of the online profit-making opportunities available.
Effective paid search marketing requires checking the facts before getting started. Keep in mind that not all the popular ideas and strategies circulating are backed up by data and research; doing your homework can help save you valuable time and money. Advair price, Here are three ways to tell if a theory or strategy is myth or fact:
1. Test it. Run a controlled test on a small ad group or campaign, Purchase Advair. Test new strategies on a small campaign or ad group before unleashing them on your entire account. Once a new strategy is tested and performs well on a small sample, it becomes less risky to incorporate in multiple campaigns. Automated reporting and analytics from a trusted solutions provider can help you measure success easily and accurately.
2. Purchase Advair, Research it. Testing and researching other successful strategies can determine if they would make sense for your product or service. You can accumulate this data yourself or you can work with a company that manages multiple paid search accounts for a variety of industry verticals, purchase Advair online. These companies likely have explored these strategies before and can share their successful experiences.
3. Use your common sense, Purchase Advair. If something doesn’t make sense on paper, it probably isn’t going to be an effective strategy. Understand the reasons why you are implementing an approach before making sweeping changes. A little common sense can go a long way.
Working with a paid search solutions provider is the best way to determine upfront if a potential strategy is a myth or a fact. Purchase Advair, Your provider can help you make educated and measured moves to gain the most ROI on your paid search campaigns and provide specific strategies for:
• Launching campaigns across multiple search engines.
• Harvesting the most targeted keywords.
• Improving your paid search visibility.
• Boosting quality scores.
• Generating quality ad copy.
This article was originally written by Erin Gordon of Channel Advisor Search Services.
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