Casting the Search Marketing Line to Catch… Search Marketers!
by Bhak Tanta-Nanta ~ September 30th, 2009 |
New York City is an incredible place when you consider the incredible mix of people and their varying levels of personality, experience and insanity. What’s even more amazing are the things you’ll overhear people discussing in the most mundane places. The incident that inspired my writing this entry was my having lunch in a pizza joint one cool September afternoon when two people sat down at the table in front of me engaged in a heated debate.
Filed under: Paid Search |
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Every summer, millions of people take time off for the annual family vacation. Families take to planes, trains and automobiles in search of an escape from their day-to-day grind. Yet, during these tough economic times, many families have chosen convenience over destination. Fewer families headed to Disney’s theme parks and more headed to their closest lake or amusement park. Likewise, high-end vacations such as international travel and cruises all saw declines during the past twelve months.
What makes you like your job? What makes you want to get up in the morning to go to work? What makes you walk uphill in the snow to get to work and be happy about it?
While at a play date, a mom and I began discussing our weekend and the adventures of being a “supermom”. She mentioned that she had a girl’s night out weekend with some old friends and a few of the women participating were not from the area. They wanted to try something fun that everyone would enjoy. They decided they wanted to participate in a fun and flirty strength training and cardio class that can be found in select fitness studios across the country. They heard by word of mouth that there was a class like this in the area, but were unsure of the exact studio locations and availability. She expressed that they had the hardest time finding the studio online. They typed in several search queries but they couldn’t find exactly what they were looking for. They ultimately found one, but it took longer than expected. Her story made me think how this exclusive studio almost missed out on a potential sale because it failed to utilize Local Search for their marketing campaign efforts.
One of the common challenges in paid search marketing is balancing efficiency with volume. This can vary by client depending on the goals, but many times there is often a push and pull between the two to find that happy medium. Speaking from more of an efficiency point of view, Google’s chief economist, Hal Varian, recently shared some interesting research he and his team have done on conversion rates and ad position. 
