Recession Proof Your Search Advertising
Nov 24, 2008 10:52 am by Lauren HaughEight ways to get the most out of your advertising budget
Sitepro's Search Engine Optimization team recently attended a SEMPO webinar on Recession-Proofing Your Search Campaign where Abe Mezrich, Communications Manager at Didit, presented some great businesses strategies for making the most of your Google advertising budget during the economic recession.
Basically, Mezrich sees the recession as a positive milestone for the online search advertising industry; making the space more competitive and forcing advertisers to create better, more effective ads. He explains that by being resourceful in how you create and set up your ad, you can actually get more “bang for your buck”, resulting in a higher return on your dollar.
Below is our summary of the webcast in which we highlight eight ways to get the most out of your advertising budget.
Know your niche and tweak your search campaign settings around it.
The more focused your search campaign, the more likely you are to receive a higher conversion rate (and use your advertising dollars more efficiently).
Know who you are & why you’re good.
Being able to clearly define your businesses or organization’s strengths and points of differentiation will make it easier for you to craft a search campaign that sets you apart from your competition.
Make buyers feel confident in their decision to buy your product or service.
Business and consumers alike are cutting back on spending and are becoming more careful about where they put their money. Use ad copy and landing page content to ensure them that this investment is worth the price and instill confidence in their decision to purchase your product or service. If your product/service is backed by any warranties/guarantees - mention it; if you’ve got happy customers with great results – showcase their testimonials or case studies; if you sell solid, reputable brand/s – mention their names.
Fine tune your search campaign settings for higher conversions.
Get more for your money by tightening your ad campaign settings and honing in on your niche & target market. Create a highly focused ad campaign by ensuring that ad elements are very specific to your niche. Consider locality, keywords, time of ad, ad content and landing page.
Understand search behavior and keyword trends during a recession.
The slow economy & tightened budgets are reflected in the way people are searching from the terms they use to the time of day they tend to search. Use keyword tools to monitor trends in market-sensitive keywords & choose your target keywords accordingly (Ex: cheap, inexpensive, reduced/discounted, sale, save, etc).
Experiment with geo-targeting.
It might be worth your while to cut ads with a national focus and instead focus on advertising to a handful of specific geographic regions. Experiment with running several local online advertisements rather than on one broad, national advertisement. Honing in on a more specific geographic region may get you more conversions (and therefore, more “bang for your buck”) than a large national advertisement with a broad focus (general keywords, broad geographic target).
Experiment with day-parting.
In keeping with the theme of creating a highly focused search campaign, try setting your ads for day – parting. Set your ad to display during the time/s of day when people are most likely searching for your specific product.
Eliminate content network ads that are not working for you.
Instead, use your advertising budget on the search network. Behavior of buyers differs among networks. The clicks you receive from the search network are more likely from active buyers/people who are more prepared to make a purchase whereas clicks received from the content network are more likely from those who are not in “buying mode”, but rather more curious than serious about your product or ad.
Below is our summary of the webcast in which we highlight eight ways to get the most out of your advertising budget.
The more focused your search campaign, the more likely you are to receive a higher conversion rate (and use your advertising dollars more efficiently).
Being able to clearly define your businesses or organization’s strengths and points of differentiation will make it easier for you to craft a search campaign that sets you apart from your competition.
Business and consumers alike are cutting back on spending and are becoming more careful about where they put their money. Use ad copy and landing page content to ensure them that this investment is worth the price and instill confidence in their decision to purchase your product or service. If your product/service is backed by any warranties/guarantees - mention it; if you’ve got happy customers with great results – showcase their testimonials or case studies; if you sell solid, reputable brand/s – mention their names.
Get more for your money by tightening your ad campaign settings and honing in on your niche & target market. Create a highly focused ad campaign by ensuring that ad elements are very specific to your niche. Consider locality, keywords, time of ad, ad content and landing page.
The slow economy & tightened budgets are reflected in the way people are searching from the terms they use to the time of day they tend to search. Use keyword tools to monitor trends in market-sensitive keywords & choose your target keywords accordingly (Ex: cheap, inexpensive, reduced/discounted, sale, save, etc).
It might be worth your while to cut ads with a national focus and instead focus on advertising to a handful of specific geographic regions. Experiment with running several local online advertisements rather than on one broad, national advertisement. Honing in on a more specific geographic region may get you more conversions (and therefore, more “bang for your buck”) than a large national advertisement with a broad focus (general keywords, broad geographic target).
In keeping with the theme of creating a highly focused search campaign, try setting your ads for day – parting. Set your ad to display during the time/s of day when people are most likely searching for your specific product.
Instead, use your advertising budget on the search network. Behavior of buyers differs among networks. The clicks you receive from the search network are more likely from active buyers/people who are more prepared to make a purchase whereas clicks received from the content network are more likely from those who are not in “buying mode”, but rather more curious than serious about your product or ad.
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