Search campaigns have become a fundamental part of today’s economy, but countless engine marketers are still wasting tremendous amounts of time, money, and effort when it comes to orchestrating campaigns of their own. Far too often, these marketers are losing the forest for the trees, and are incapable of remembering the big picture details that must be taken into consideration if you’re to have a successful search campaign.
Here’s how you can save time and money in your own campaigns, and the key missteps you should learn to avoid if you don’t want to end up with a spending disaster on your hands.
Covering the basics
First and foremost, it’s worth reviewing the basics when it comes to your search campaign, because you would be baffled at the amount of search engine marketers who are forgetting some of the fundamentals of their business, much to their own financial detriment. For instance, while an astonishingly large number of SEO companies, such as YEAH! Local, rely on such established services as Google AdWords, they do so with little consideration into how their money is being spent, and end up pouring quite a bit of much-needed capital down the drain thanks to their unwillingness to re-approach how their search campaign is operating once it’s underway.
For instance, a tremendous amount of search engine marketers haven’t mastered the basics like optimizing their location targeting, and their keywords operations are a mess, when they should be driving a healthy chunk of the entire campaign. If you learn to leverage negative keywords, for instance, which will ensure that search engines like Google explicitly do not show your ads if a certain, negative word is inputted, then your ads will only appear to those consumers who they’re likely to effectively target. It’s imperative that you view this kind of work as proactive, rather than reactive; it’s best to go and double-check your keywords now than to have to revisit them later after a poor earnings report has people in your company tearing their hair out.
It’s also imperative to remember that, no matter what you’re doing, you should be rolling out changes in small, incremental steps rather than attempting to do top-down overhauls of your entire operations in the event that you discover an inefficiency. While things that are costing your money should be cut from our campaign immediately, don’t be afraid to implement incremental changings when it comes to tweaking your target market or the keywords you’ll use, as going too fast can result in you overlooking the essentials.
Avoid the rookie mistakes
You’d be astonished at how many rookie mistakes search engine marketers are still making to this day, given that the industry is now fairly well established, and by studying common mistakes, you can learn to avoid them yourself. Check out some of the common reasons your pay-per-click strategy is producing nothing but dismal failure, for instance, and you may be embarrassed to see you’re committing a few gaffes yourself when it comes to your own search campaign.
Above all else, don’t think you can automate your way out of a search campaign mess; you need human employees on your team who understand the intricacies of marketing, and while relying on cheap algorithms or the lowest bidder can be enticing, remember that what you’ll get from your search campaign depends on the level of commitment you apply towards it at the get-go. This means shelling out the big bucks for talented employees, costly as they may be. Too many search campaigns are one-man-operations that fail precisely because they don’t have second opinions to help elucidate when and why things went wrong. If you’re worried about the future of your career, don’t be; the SEO industry is rapidly growing, and by making small mistakes now early in your career, you’ll be setting yourself up to succeed later on down the line. Keep your wits about you, don’t forget to re-examine the fundamentals in the event that your campaign isn’t producing the desired results, and don’t be afraid to conduct such initiatives as an AdWords audit to determine if your current strategy is letting you down.