Paid Search

Email this article Printer friendly page

As a full-time search marketer, I sometimes get lulled into thinking search is the center of the universe. It isn't, as a recent study bracingly reminded me. In Canada, Internet marketing accounts for just 4% of the overall marketing spend of larger companies, which means search ads only eat through around 1.8% of the overall corporate ad spend. The figure is a bit higher in other markets like the US and the UK, but it is still, well, very finite. Part of the reason is -- there are only so many searches. Remember, it's a "pull" medium, not "push."

A leading search engine company exec once admitted to me: "I tell my team: 'Yes, it's important and revolutionary. On the other hand, it's just search. At the end of the day, shut down your computer and go have fun.'" As a non-Googler, I know you don't need a smart boss to remind you about the value of "fun." Nonetheless, I feel the need to advise: bite off no more than you can chew.

Calculate Your Market Size

First, figure out with some degree of accuracy how big your market is, how big your budget is, roughly how many people will be searching for your particular products in a given month (realistically speaking), and how big your ambitions are. When you have a decent grasp on these, allocate your time accordingly. Don't overdo search campaign optimization to the exclusion of other important business priorities.

How to roughly size out your potential search volume and spend? At first you might wish to log into a Google AdWords account and use the projection tools to get an idea of how much inventory is out there. With Yahoo's Panama platform, a handy new projection tool offers cool visuals.

Allocating Budget

Allocating spend among Yahoo, Google, and Microsoft will also impact your time management decisions. Don't feel you must "spread your spend around." You don't have to do anything. The numbers tell us Google is king. Give or take a few percent, the search market share breakdown of Google-Yahoo-Microsoft is something like 60-26-10. Your spend might look the same. Or it might simply be 100% Google at first.

What about contextual or content ads? If you're new, turn content off until you understand it better. Later, test it with low bids.

The Professional Search Hitman

Think professional hitman. Do you think Tony Soprano's best operators spend any more time than necessary getting the job done? I'm pretty sure they look down on the amateur hitmen who spend 24-7 on the job and even then get it wrong, like the bozos in Fargo.

How should your time be allotted? Get organized from the start -- that includes making time at the outset to figure out what conversion tracking software you'll be using, and getting the "plumbing" (landing page selection, etc.) right, to say nothing of understanding key performance objectives and indicators. A solid strategy saves headaches later.

Do a reasonable amount of keyword brainstorming using available tools. Don't neglect ad copy. Adjust bids regularly based on ROI metrics, but don't over-monitor. (On established smaller accounts, a weekly review might be sufficient.)

Larger Campaigns

Large campaigns require more elaborate strategies and more work. Above $30,000/month, you'll need to put in more hours. Double that figure, and bid management tools may be needed over and above the excellent tools already available in AdWords. Additional tools don't always translate into better performance, and might not even save time. Bid management tools? Well… think "wood chipper in the wrong hands."

Build a solid foundation and use whatever shortcuts you can to keep your efforts in proportion to your spend. As your account grows, so might the time allotted to it.

Andrew Goodman is Principal, Page Zero Media, and author, Winning Results with Google AdWords (McGraw-Hill, second edition due out Oct. 2007).