Search Marketing Tactics and Strategies: Best Practices
... across current and emerging digital search platforms, that is.
It’s been a long week, and the day is growing longer and this is the final session of ad:tech. With all of that said, what the heck: I’m gonna try liveblogging the session (which I suspect may be a good way of blogging the sessions overall, but we’ll see how this goes).
Personnel on hand: moderator Kevin Ryan (CEO of Motivity Marketing), panelists Kendall Allen (Senior VP and group account director of New York, ‘mktg’); David Kidder (co-founder and CEO of Clickable); Motoko Hunt (founder of Japanese Search Marketing Strategist, AJPR); and Pauline Ores (principal analyst of social media for IBM).
3:03: Did Kevin just say “bullshit PR”? Hey, I think I may resent that.
3:08: iGoogle grew 268 percent between November 2006 and November 2007. Wow.
3:10: There are lots of pain points in managing PPC: Optimizing bidding is complex (“Thanks for the news flash,” says Kevin). Managing large keyword lists is cumbersome. Optimizing paid search islabor-intensive. The larger the campaigns, the larger the headaches. No duh.
3:18: For the most part, contends Kevin, most people are still not getting the basics right. For example, they’re not configuring their analytics correctly.
3:26: In big companies, the search team may be doing a great job driving traffic, but the landing page is owned by another division, so nothing’s integrated properly. So where does the responsibility to fix that lie? Is it a structural issue? Is the command and control structure of large companies a problem? Good discussion.
3:32: One of the problems in sessions like this is that issues for large companies spending $50k a month or more on search are significantly different from those spending $5k or less a month. It’s kind of like the same problem you get in ad sessions: Should the discussion take place in the context of the advertiser or the publisher?
3:34: Shoutout to this blogging image from Despair.com.
3:38: We’re hearing about “this, that and the other thing” and how it all needs to be integrated. So general. Why can’t a session with “tactics” and “best practices” in the title be overflowing with practical takeaways?
3:46: Mobile is an opportunity. Nobody’s really doing it.
3:47: David noted that five of the top 10 best-selling books in Japan were written on mobile phones. Yep. Here’s the story.
3:54: “The top 5 areas of opportunity” slide: (1) Don’t forget the basics, (2) Connect the dots: strategic blending, (3) Mobile and local: early adopters? (4) Spending in line with value proposition, (5) Think like your audience. Number 5 was cited as “most important” by Kevin, and it’s a good point that was pretty much glossed over.
4:06: I’m not sure whether or not the last session of the conference running over the allotted time is a good or a bad thing.
4:10: Overall, too many generalities about trends, not enough specifics about tactics you and I can use tomorrow.
4:11: Off to Penn Station to catch a train. See ya next year!
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By George Scifo on 2008 11 07
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