Comments on: Debunking Search Marketing Myths: 5 Important Things You Quickly Learn After Diving Into Search http://groupmsearch.com/blog/2008/09/debunking-search-marketing-myths-5-important-things-you-quickly-learn-after-diving-into-search/ Wed, 01 Feb 2012 17:50:57 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Linda http://groupmsearch.com/blog/2008/09/debunking-search-marketing-myths-5-important-things-you-quickly-learn-after-diving-into-search/#comment-381 Linda Thu, 25 Sep 2008 16:13:03 +0000 http://www.searchfuel.com/?p=260#comment-381 Good point, Cindy! I experience this ALL the time with retailers who obviously run on broad match. As you may know, I help find missing children and volunteer to get the lesser-known missing children some much-needed media coverage. I'll do a search for information on "missing girl" to see if there are any new stories in any local markets that I could help get a national "push". I'm APPALLED to find search ads that say "BUY MISSING GIRL" at so-and-so store. They are obviously running a keyword insertion campaign. Hate to find out which agencies are running their campaigns. Being from the advertising side, I blame it on the advertising agency and not so much on the client. I reflects poorly on the client, but it's the persons managing that campaign who are to blame for letting something like that happen. Great thought-provoking material from both of you, Cindy and Sarah! I enjoyed reading this post and response! Good point, Cindy!

I experience this ALL the time with retailers who obviously run on broad match. As you may know, I help find missing children and volunteer to get the lesser-known missing children some much-needed media coverage.

I’ll do a search for information on “missing girl” to see if there are any new stories in any local markets that I could help get a national “push”. I’m APPALLED to find search ads that say “BUY MISSING
GIRL” at so-and-so store.
They are obviously running a keyword insertion campaign.
Hate to find out which agencies are running their campaigns.
Being from the advertising side, I blame it on the advertising agency and not so much on the client. I reflects poorly on the client, but it’s the persons managing that campaign who are to blame for letting something like that happen.

Great thought-provoking material from both of you, Cindy and Sarah!
I enjoyed reading this post and response!

]]> By: Cindy Kerber Spellman http://groupmsearch.com/blog/2008/09/debunking-search-marketing-myths-5-important-things-you-quickly-learn-after-diving-into-search/#comment-380 Cindy Kerber Spellman Fri, 12 Sep 2008 22:22:02 +0000 http://www.searchfuel.com/?p=260#comment-380 Great post, Sarah. It seems you've mastered quite a bit in two years. You make good points with #1 and #2 - "Users will find what they're looking for when they get to your site" and "More traffic equals more money." Great search strategy delivers quality traffic thus delivers against your ROI whether it's revenue, on-site activity or other measurements. There are many advertisers out there - including leading eCommerce or even a few major retail stores I can think of - that put a lot of focus on the Long Tail, in which case, from a consumer perspective, dynamic keyword insertion has become my enemy. While there may be benefit to that strategy, it can be very frustrating from a consumer perspective and hurt the company's reputation. I was looking for a roasted almond recipe I had lost. My search turned up an ad for a retailer. "Learn more about Almonds at (RETAILER)." I thought "Hmm, maybe they have a recipe book dedicated to Almonds." So I clicked. Was brought to home furnishings landing page. From that point forward, I've never clicked on their search ads and only go to their site if I know there is something I want from that retailer. That click and experience cost them money, "long" term. Look forward to your future posts. Great post, Sarah. It seems you’ve mastered quite a bit in two years. You make good points with #1 and #2 – “Users will find what they’re looking for when they get to your site” and “More traffic equals more money.” Great search strategy delivers quality traffic thus delivers against your ROI whether it’s revenue, on-site activity or other measurements. There are many advertisers out there – including leading eCommerce or even a few major retail stores I can think of – that put a lot of focus on the Long Tail, in which case, from a consumer perspective, dynamic keyword insertion has become my enemy. While there may be benefit to that strategy, it can be very frustrating from a consumer perspective and hurt the company’s reputation.

I was looking for a roasted almond recipe I had lost. My search turned up an ad for a retailer. “Learn more about Almonds at (RETAILER).” I thought “Hmm, maybe they have a recipe book dedicated to Almonds.” So I clicked. Was brought to home furnishings landing page. From that point forward, I’ve never clicked on their search ads and only go to their site if I know there is something I want from that retailer.

That click and experience cost them money, “long” term.

Look forward to your future posts.

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