Link This | Email this | Blog This | Comments (0)

Are Search Words Working For You?
January 16, 2007

I recently read a highlight in the IAB SmartBrief newsletter (Interactive Advertising Bureau), pulled from an article running on BusinessWeek, stating that search ads are losing appeal for small businesses. 

It read, "With the price per click of simple text search ads jumping by an average of 31% over the past year and fewer sales resulting from the ads, some small and medium-sized businesses that once relied on them are considering other, less costly marketing aids.  Some e-tailers are running ads on MySpace and YouTube, or pitching their wares on blogs or niche sites, while others are turning to old-school print and radio."

For the past two years, many small businesses have looked at search advertising as a simple way to get the best return for their buck.  Buy a couple keywords or phrases,  place them on Google and/or Yahoo and watch the money roll in.  Now larger companies like General Motors and Walmart are competing for search words and are driving the pricing up.  Although it appears that small companies are having a hard time competing, and there is less return on the investment, I suggest adopting the less radical approach of withdrawing the campaign to reroute to something new. 

Here are some new tactics to try:
1. Monitor your keywords and use exact phrasing.  You'll get a better response from people searching on diamond tennis bracelets than just tennis bracelets or bracelets.  Check to see if the larger competitors are using the same keywords and who you're competing against.  Consider changing them if you are.

2.  Copy is key.  Spend as much time tweaking your call-to-action as you would designing a store flyer. It's been said in the ad world that this simple sentence can make or break you.

3.  Check out other search avenues, such as www.pinpointpages.com or the 77 other Google competitors that are vying for your attention.

4.  Run your commercial or fun video on YouTube.  Trust me when I say if done right, viral marketing is a wonderful tool.

There are many ways you can advertise cheaply and effectively.  Is search advertising working for you?  Let me know with your comments below.

Posted by Suze Bragg on January 16, 2007 | Comments (0)