Search Marketers Must Be Searchers
August 31, 2009 by Pablo Palatnik
This will be a short, sweet post. I’m sure of most of us involved in online marketing, we search different than how the average Joe searches. We look at specific things when performing a search, whose ranking for what, etc. I think in order to be successful at search marketing, you have to look at everything in search, even when not working on a project.
I’ll give you a quick example and then you can make out what you want of it. I was performing a search for something last Thursday, I really do not remember what it was. It was something that was very UN-related to a current PPC campaign I’m working on. Anyways, during this search, an ad I saw struck me. It’s an ad that is a bit more nontraditional that what I’ve seen, I just thought it was unique. I said, “OK, let me try this method, a similar ad for my current PPC campaign for one ad group.” Sure enough, I went right ahead and implemented that ad to my campaign.
Within the next 3-4 hours, I had a Click through rate of about 2%+ and a conversion rate of about 5%. The ad has dropped of in CTR and conversion rate a bit since then though. Nevertheless, worked very well and still maintains a conversion rate of about 1.82%.
Point is, ideas for a PPC campaign or even some SEO are always in front of you with the search engines, just have to look.
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