Is your search engine marketing a financial black hole that rarely coughs up a lead. Try a dose of medicine from Dr. SEM.

• Eliminate keywords that generate clicks but not conversions.
• You are tracking conversions, right? If not, have your developer insert it on key pages.
• Make your ad keywords more specific. Try “Italian food Charolotte” instead of “Italian food.”
• Use the keyword or phrase in the ad, so it is highlighted in the search results.
• Find new keywords. Ask customers how they would search for your company. Look at your competitor’s code and reverse-engineer their keyword strategies.
• Use Google’s keyword tool to generate new keyword ideas and generate traffic.
• Check the bounce rate on your landing page. If it’s high, the page isn’t matching the expectations set by the ad. Change the landing page, or recast the ad.
• Use geo-targeting to narrow the area in which your ads show. They’ll get higher positions, and you’ll stop getting carryout orders from Norway.
• Evaluate your cost-per-sale and ROI. Maybe, just maybe, you should spend more.

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Tags: eliminate keywords, geo-targeting, keyword strategies, keyword tool, search engine marketing, SEM

This entry was posted on Sunday, November 22nd, 2009 at 1:38 pm and is filed under Web Marketing. You can leave a response, or trackback from your own site.