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11.12.08 Pubcon: Which Keywords Perform At The Greatest ROI?  By
Navneet Kaushal The session emphasized how large scale bid management is becoming more important than ever. How to ensure maximum ROI? How to bid on keywords that lead to maximum conversion? Some of the questions answered in this session. Moderator • Ken Jurina Speakers: • Chris Knoch, Principal Search Consultant of Omniture • Jon Kelly, President of SureHits • Gerry Bavaro, Executive Chairman of Didit.com The session was initiated by Chris who emphasized on the economy of efforts. One has to acknowledge the resources available and establish key priorities as well as tactics. It is imperative that you understand what you are working with. It has been often noticed that Internet Marketeers tend to overestimate the resources available as well as expectations because of large scale keyword campaigns. Therefore, it is significantly important to be aware of your resources. Determine the ability, expertise and head count of your team. What tools and resources do they have at hand? As per your team strength and ability establish reasonable goals and targets. The popular concept that 'more keywords is better for your campaign' could not be more misguiding. One has to realize that keywords are not a badge of honor, their aim is solely to improve performance.
On automate bidding, Chris stated that most bid management systems simply look at the click at conversion rates of the keywords. One has to consider that most automated keywords would bid keywords downward and this could significantly vary from your priorities. It does not make sense to follow new optimization trends just others are doing it as well. Optimization trends are unique and every business has to acknowledge the same. Financial performances are the main criteria behind successful bid management. How to manage the same? • Get hold of your relevant keywords and then apply labels on them with Excel. • Manage them through these classifications. Keywords tagged as 'high ROAS' should be focused on. • Segregate your data and apply the correct optimization on them. • Change the labels of the data as per requirements. • One must use a different technique for each classification. Set standard rules, such as position rule, performance rule, or portfolio rule. Continue reading this article. About the Author: Nav is the founder and CEO of Page Traffic, a premier search engine company known for its assured SEO service, web design and development, copywriting and full time SEO professionals. Navneet has wide experience in natural search engine optimization, internet marketing and PPC campaigns. He is a prolific writer and his articles can be found in the "Best Articles" section of many websites and article banks. As a search engine analyst , he has over 9 years of experience and his knowledge is in application here. |
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