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E-Marketing Performance Blog

SES SJ: Retailer SEM Tactics

This was a 1/3 course… meaning that I only got anything from one of the three presenters. While this was a class for retailer SEM it largely focused on paid ads.

Brian Mark, Toolbarn.com

Using long-tail keywords allows to target lots of phrases with very little competition. Fewer ads are needed for these terms. Most of the conversions happen on the tail keywords.

Adding the word “free” increases CTR. Putting free on first line rather than second line increased CTR by 20%.

Free things you can do: quotes, shipping, stuff, etc.

Be conversational in ads, address needs, not necessarily what you want to sell.

Specific phrases convert better, are easier to rank and cost less. Creates a snowball opportunity.

Retailers have a tough job because of low margins. Ads need to hit broad audiences but convey a helpful image. Merchants have a consider amount of dupe content issues with others stealing content, keep an eye on the landscape and competitors to combat.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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