Search Engine Marketing: SEM - Are You Winning?
The final report in the trio provides all the behind-the-scenes insight you could ask for. This report shows you the exact search queries people typed in that led to a paid click to your website. The keywords you're bidding on are often quite different from the keywords you're matching on.
At least 25 percent of all web searches are totally unique — search terms that have never been searched for by anyone before. You can't predict these keywords, so search engines try to decide which ones you would have bid on if you only knew. They aren't always right; waste is common.
After a careful review of this report, you can make decisions about which terms you want to exclude from your SEM spending. You can exclude irrelevant individual words and phrases, which will cut huge chunks of waste from your campaigns. A solid exclude list often moves the profit needle by 20 percent or more.
Don't be in the dark about your paid search campaigns. Enlightenment is only three reports away. ROI
Timothy Seward is CEO and founder of data-driven PPC management firm ROI Revolution, a Google AdWords, Google Analytics and Google Website Optimizer certified partner (www.roirevolution.com/about-us/index.php?utm_source=magazine_0610&utm_medium=print&utm_campaign=allaboutroi, timothy @roirevolution.com).
Timothy P. Seward is the author of the “Ultimate Guide to Amazon Advertising" (Entrepreneur Press®, 2019) and the founder of ROI Revolution, which drives growth for brands, retailers, and ecommerce merchants with its results-driven digital marketing technology and services. With his extensive marketing and retail background, he is a thought leader who has spoken at 70+ industry ecommerce and Amazon events including IRCE & Prosper, is a frequent guest lecturer at North Carolina State University’s College of Management and has contributed to key industry publications including Internet Retailer.