Best And Worst Of Paid Search Companionpiece
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Forrester Research, lead by Shar VanBoskirk, addressed the issues surrounding the best and worst of paid search in 2009 in a report of the same name. In the report, Forrester judged the success or failure of paid search campaigns based on a system of judging they called the “Search Marketing Review” (hereafter “the Review”). The Review was Forrester’s objective means of reviewing 300 of the most relevant search terms spread out among major industry verticals to diagnose various “search program strengths, defects, and ways to improve effectiveness.”* The report identified ways that paid search campaigns were falling short throughout specific industry verticals. Since many of the industry-specific challenges could be applied to most any organization—no matter the industry—we put vertical aside in this companion guide and offer our feedback about how solutions in the Omniture Online Marketing Suite can address the paid search challenges Forrester identified. BUSINESS CHALLENGE According to the Review (which included five common search terms across six different industries and then a qualitative evaluation of the first 10 Google AdWords ads that appeared), more than half of search-based ads failed to be effective. Why? Forrester stated*that the ads failed in three main categories: 1. Keywords—they were inefficiently used or not used at all in the ad itself 2. Conversions—the ads failed to screen out irrelevant clickers or move them to take action 3. Landing pages—visitors were taken to pages not relevant to their search, or pages that offered “not enough content or too much detail*” Omniture can help marketers streamline and optimize their paid search marketing through the use of solutions found in the Omniture Online Marketing Suite. This guide has aggregated reports, briefs and webinars that address how Omniture can assist you with the challenges outlined above. OMNITURE IMPROVES YOUR PAID SEARCH MARKETING Keywords Forrester’s Review found that more than 25 percent of the ads they saw did not include the keyword searched in either the title of the page or the page copy. Users need to see that their searches are relevant and leading them to the right places. Omniture offers a white paper that discusses how you can avoid this issue by effectively reinforcing your marketing message from keyword to your landing page, and additionally how to test better options for your pages. Best and Worst of Paid Search in 2009: The Omniture Response COMPANION PIECE Paid search ads fail due to: Keywords: The searched key term is used improperly or not at all Conversion: Search ads don’t properly motivate buyers or weed out those who won’t buy Landing page: Searchers are taken to pages that don’t properly fit the searched term
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Transcript of Best And Worst Of Paid Search Companionpiece
Forrester Research, lead by Shar VanBoskirk, addressed the issues surrounding the best and worst of paid search in 2009 in a report of the same name. In the report, Forrester judged the success or failure of paid search campaigns based on a system of judging they called the “Search Marketing Review” (hereafter “the Review”). The Review was Forrester’s objective means of reviewing 300 of the most relevant search terms spread out among major industry verticals to diagnose various “search program strengths, defects, and ways to improve effectiveness.”* The report identified ways that paid search campaigns were falling short throughout specific industry verticals.
Since many of the industry-specific challenges could be applied to most any organization—no matter the industry—we put vertical aside in this companion guide and offer our feedback about how solutions in the Omniture Online Marketing Suite can address the paid search challenges Forrester identified.
BUSINESS CHALLENGEAccording to the Review (which included five common search terms across six different industries and then a qualitative evaluation of the first 10 Google AdWords ads that appeared), more than half of search-based ads failed to be effective.
Why?
Forrester stated*that the ads failed in three main categories: 1. Keywords—they were inefficiently used or not used at all in the ad itself 2. Conversions—the ads failed to screen out irrelevant clickers or move them
to take action 3. Landing pages—visitors were taken to pages not relevant to their search, or
pages that offered “not enough content or too much detail*”
Omniture can help marketers streamline and optimize their paid search marketing through the use of solutions found in the Omniture Online Marketing Suite. This guide has aggregated reports, briefs and webinars that address how Omniture can assist you with the challenges outlined above.
OMNITURE IMPROVES YOUR PAID SEARCH MARKETINGKeywordsForrester’s Review found that more than 25 percent of the ads they saw did not include the keyword searched in either the title of the page or the page copy. Users need to see that their searches are relevant and leading them to the right places.
Omniture offers a white paper that discusses how you can avoid this issue by effectively reinforcing your marketing message from keyword to your landing page, and additionally how to test better options for your pages.
Best and Worst of Paid Search in 2009: The Omniture Response
COMPANION PIECE
Paid search ads fail due to:
Keywords:The searched key term is used improperly or not at all
Conversion:Search ads don’t properly motivate buyers or weed out those who won’t buy
Landing page:Searchers are taken to pages that don’t properly fit the searched term
OMNITURE—THE LEADER IN ONLINE BUSINESS OPTIMIZATION
Omniture, a business unit of Adobe Systems Incorporated, is a leading provider of online business optimization software for managing and enhancing online, offline and multi-channel business initiatives. Hosted and delivered via on-demand subscription service and on-premise solution, Omniture software enables customers to capture, store and analyze information generated by their Web sites and other sources, providing business insights into the performance and efficiency of marketing and sales initiatives and other business processes. For more information, visit www.omniture.com
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Access the full guide: How to Exponentially Increase Conversion from Search.
ConversionNot every customer will take the same path to a purchase or other conversion on your site. Still, over time, you’ll be able to identify the paths that are better worn by the many who come through your site. These well-beaten paths are often the different segments that make up the whole of your customers. As you begin marketing specifically to these segments, you will be offering a more relevant experience to your customers and waste less money on umbrella campaigns that are relevant to no one because they try to encompass everyone.
Omniture offers a webinar that will give you a new perspective of segmentation and how companies have increased conversion from targeting specific segments: Using Segmentation to Retrain & Attract Customers.
Landing PagesToo often, the landing page that a search ad takes a customer to is not relevant to the search. The page can be too generic leaving the customer to search for more. It can be a page with too much information, or the wrong page altogether. All of these drive customers away quickly and, unfortunately, very efficiently.
SearchCenter is Omniture’s solution for optimizing and automating search marketing campaigns. Let SearchCenter help you gain consistency from your search ad message to the landing page. Learn more about Omniture SearchCenter’s Landing Page Optimization feature.
OMNITURE SEARCH RECOMMENDATIONSPlan for short and long-term business goalsForrester points out the importance of not just looking at instant measurement data that comes from paid search ads, but making sure that customer relationships are maintained through looking at both SEO and paid search.
World Wrestling Entertainment, Inc. needed to improve the effectiveness of their paid search campaigns and increase their rankings and return on ad spend associated with their keyword purchases. They were able to achieve a 245% ROAS with Omniture SearchCenter.
See the success the WWE saw with Omniture SearchCenter: WWE Improves Search Marketing Strategies with Omniture SearchCenter.
Use Search across user’s purchase processes. Instead of just focusing on paid search strategies that drive sales, marketers must be making ads that influence customers to convert.
Omniture and EngineWorks team up in a webinar to share some tips on how they have created search ads that are attributed to improving conversion.
Watch the webinar: Building a Search Powered Marketing Mix.
*The Best and Worst of Paid Search In 2009. 7/23/09. Shar VanBoskirk, Forrester Research.
