In order to manage multiple SEM programs across a broad landscape of web assets, it's of utmost importance to realize that it's not one-size-fits-all when it comes to manage keywords and their bids. In such circumstances where exists diversity in business goals and revenue models, marketers cannot consider a singular approach to SEM program management.
Each business has a distinct way of generating money, for each property we need a unique way of defining the value that a user can bring to the company. There is need to manage different SEM programs for a diverse set of businesses. It implies each type of business should have a unique approach to SEM program management, particularly as it relates to keywords, objectives and bidding. Let's see how it could be worked out:
Keep it Simple
For branding campaign to deepen the engagement, track and measure these engagements. To execute this, manage to a cost per point or cost per value model on a keyword-by-keyword basis. It could be done manually also, as the keyword set is finite and manageable too, which might help from purely a bid management perspective.
Tail skipping the head
In orders-based businesses, break up your keyword portfolio into the smallest possible discrete data points while maintaining a sufficient quantity performance data for bidding purposes. Bids can then be managed on these micro-units so the campaign can be optimized to a level of efficiency which was otherwise not possible when managed solely at the keyword level.
Kicking it up a notch
For listings properties, where users come, research products and services and then leave, the model gets altered completely. To get the maximum out of these programs, we must deploy multiple management strategies within a single program. For head or high-volume keywords, we can employ automated bid management algorithms to optimize to desired business metric- revenue, profit, ROI, etc. For other keywords we need to take a more rules-based approach.
At times when a large number of keywords that aren't getting any impressions, periodically "re-activate" keywords and try to bid them back to profitability once again assuming that bid them down to inactivity at some point because they weren't profitable. This takes a measured, rule-based approach to qualify and bid systematically to ensure the best chance at regaining profitability.
As the landscape for managing SEM campaigns becomes variable, there is need of more complex and custom approach to Search Marketing. You may match with uniquely suitable approaches for your businesses on one-to-one basis in order to bring to a truly optimized level.
Leverage Social Media Channels to Optimize Websites
Social Media Marketing (SMM), being considered as a part of Search Engine Optimization (SEO), is a hypercritical effort to rank a website higher in search engines so that relevant keywords will help to find the website on the first page of search engines like Google. Although, the objective remains the same--to optimize so as to be found online as early and easily as possible.
Consider the top most social media channels discussed below to optimize your content as well as a website.
Facebook
Make your personal profile, groups and Pages at Facebook. You can promote and optimize your website using Facebook but to purpose it efficiently in order to drive traffic to your website is of utmost significance.
To efficiently use this social networking website, make a group or page profile for your business since they are more transparent to the crawlers of search engine. Choose a vanity URL containing relevant keywords. While posting your content, try to include a video or images because a user at Facebook likes and prefers visuals more than the plain text. Do update at least 2-3 times/week. Use Analytical tools for insights, and analyze the number of interactions and overall engagement with your fan page and posts.
Blogs
To showcase true commitment and passion through blogs and to stand out yourself from a crowd, sustain over long periods of time with good frequency of postings and updates. It would be good to buy your own domain name rather than renting one. Regularly update unique rich content and besides this, keep on promoting your Blog on Twitter since Google with its "real time search" feature feeds into Twitter API.
YouTube
The emerging facts and figures according to conducted surveys showcases the increasing impact of Social Media "Online Videos". Create your own YouTube channel and mention the link of your blog or website in the description section of your video to link back to your website. Also, mention the category along with tags of your video. DO not forget to promote your YouTube video on networks like Twitter.
Twitter
One of the great social media channels "Twitter" is a way to connect, communicate and promote your content of your blog or website. You may add your website's URL in your profile information. Do place a "retweet" button on your blog articles and then integrate your Twitter URL within your site's Global Footer and make it appear somewhere at the bottom of every page of your site. This would definitely help to drive your Twitter URL up in the search engines. You may include "Follow me on Twitter" buttons on your emails and blog. Try to make tweets of max. 120 characters so that it allows space for people to "Retweet" your "Tweet" with their comments like "Informative post"
LinkedIn
One of the best professional network could be established at LinkedIn which is nowadays growing rapidly and is one of the top social media channels. You may connect to your trusted professional contacts via LinkedIn in order to exchange knowledge, ideas, and opportunities with a broader network of professionals. You must optimize this platform to broadcast and enhance you and your company's brand. At the very start, create a public profile to build your on-line presence, then start participating in its questions and answers and also start conversations, create a community, and position yourself as an adept in that particular subject, and keep answering the questions to endorse your candidacy and expertise so that it may help to drive good traffic. You may also activate Twitter and LinkedIn interfaces on the homepage of your website.
By following these top and the most result generating Social Media Channels, you can optimize your website to be ranked higher on search engines.
Consider the top most social media channels discussed below to optimize your content as well as a website.
Make your personal profile, groups and Pages at Facebook. You can promote and optimize your website using Facebook but to purpose it efficiently in order to drive traffic to your website is of utmost significance.
To efficiently use this social networking website, make a group or page profile for your business since they are more transparent to the crawlers of search engine. Choose a vanity URL containing relevant keywords. While posting your content, try to include a video or images because a user at Facebook likes and prefers visuals more than the plain text. Do update at least 2-3 times/week. Use Analytical tools for insights, and analyze the number of interactions and overall engagement with your fan page and posts.
Blogs
To showcase true commitment and passion through blogs and to stand out yourself from a crowd, sustain over long periods of time with good frequency of postings and updates. It would be good to buy your own domain name rather than renting one. Regularly update unique rich content and besides this, keep on promoting your Blog on Twitter since Google with its "real time search" feature feeds into Twitter API.
YouTube
The emerging facts and figures according to conducted surveys showcases the increasing impact of Social Media "Online Videos". Create your own YouTube channel and mention the link of your blog or website in the description section of your video to link back to your website. Also, mention the category along with tags of your video. DO not forget to promote your YouTube video on networks like Twitter.
One of the great social media channels "Twitter" is a way to connect, communicate and promote your content of your blog or website. You may add your website's URL in your profile information. Do place a "retweet" button on your blog articles and then integrate your Twitter URL within your site's Global Footer and make it appear somewhere at the bottom of every page of your site. This would definitely help to drive your Twitter URL up in the search engines. You may include "Follow me on Twitter" buttons on your emails and blog. Try to make tweets of max. 120 characters so that it allows space for people to "Retweet" your "Tweet" with their comments like "Informative post"
One of the best professional network could be established at LinkedIn which is nowadays growing rapidly and is one of the top social media channels. You may connect to your trusted professional contacts via LinkedIn in order to exchange knowledge, ideas, and opportunities with a broader network of professionals. You must optimize this platform to broadcast and enhance you and your company's brand. At the very start, create a public profile to build your on-line presence, then start participating in its questions and answers and also start conversations, create a community, and position yourself as an adept in that particular subject, and keep answering the questions to endorse your candidacy and expertise so that it may help to drive good traffic. You may also activate Twitter and LinkedIn interfaces on the homepage of your website.
By following these top and the most result generating Social Media Channels, you can optimize your website to be ranked higher on search engines.
Improve Alexa Ranking of Your Website
Alexa provides traffic statistics for the websites. You can measure the number of visitors on your website using this ranking tool but to track the count of visitors using this tool, it is essential that this tool should be already installed on the visitors' browser. Unluckily, most of the visitors don't have this toolbar pre-installed on their browsers. Due to which we can't say that Alexa Rank is a true indicator of visitors count on your website, it's just a subset of your visitors.
Looking at this, Alexa addresses some of these concerns as:
• Traffic rankings of one lac and above should not be regarded as authentic one.
• The closer a site gets to #1, the more trustful its traffic ranking becomes.
So we cant say that Alexa ranking is an accurate ranking system, it is important only if you plan to monetize your website. Instead, you may use some way outs to improve the Alexa rank of your website.
Append An Alexa Rank Widget To Your Website
Setting up this widget on your website will help in increasing its rank. Using this widget, all the visitors of your website could be tracked. If, sometimes, loading of a page takes time with a widget added on that page, to still retain its benefits preferably place it at the very bottom of your website, or at the end of your source code.
Install Alexa Toolbar in Your Browser too
Just set your website as your homepage. Doing this way, you can increase the rank of website's traffic rank because your visits to your website will also be reflected in your rank.
Spread the word to Install the Alexa Toolbar
Try to make aware everybody, your visitors as well as your friends, that installing Alexa toolbar helps to give correct number of visitors to any website.
Use Alexa Auto-Surfing Websites
This approach is workable only if your Alexa rank is too poor, but these websites sends visitors to your website that have this toolbar installed for sure.
Look for Webmasters
Generally, web developers and tech-savvy people have installed the Alexa toolbar in their browsers. So, if you visit discussion groups, or forums, you may ask for feedback on your website, thereby increasing website visits.
Therefore, it's crystal clear that Alexa traffic rank is not a true indicator of your website's visitors. It can count near to real visitors, only if considered along with other performance metrics. Hitherto, using above mentioned tips, you can improve Alexa rank of your website, thence the value of your website could be enhanced in front of potential consumers.
Looking at this, Alexa addresses some of these concerns as:
• Traffic rankings of one lac and above should not be regarded as authentic one.
• The closer a site gets to #1, the more trustful its traffic ranking becomes.
So we cant say that Alexa ranking is an accurate ranking system, it is important only if you plan to monetize your website. Instead, you may use some way outs to improve the Alexa rank of your website.
Append An Alexa Rank Widget To Your Website
Setting up this widget on your website will help in increasing its rank. Using this widget, all the visitors of your website could be tracked. If, sometimes, loading of a page takes time with a widget added on that page, to still retain its benefits preferably place it at the very bottom of your website, or at the end of your source code.
Install Alexa Toolbar in Your Browser too
Just set your website as your homepage. Doing this way, you can increase the rank of website's traffic rank because your visits to your website will also be reflected in your rank.
Spread the word to Install the Alexa Toolbar
Try to make aware everybody, your visitors as well as your friends, that installing Alexa toolbar helps to give correct number of visitors to any website.
Use Alexa Auto-Surfing Websites
This approach is workable only if your Alexa rank is too poor, but these websites sends visitors to your website that have this toolbar installed for sure.
Look for Webmasters
Generally, web developers and tech-savvy people have installed the Alexa toolbar in their browsers. So, if you visit discussion groups, or forums, you may ask for feedback on your website, thereby increasing website visits.
Therefore, it's crystal clear that Alexa traffic rank is not a true indicator of your website's visitors. It can count near to real visitors, only if considered along with other performance metrics. Hitherto, using above mentioned tips, you can improve Alexa rank of your website, thence the value of your website could be enhanced in front of potential consumers.
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