Accelerate your Search Marketing Campaigns

From EduWeb 2008 

By: Jennifer Brady, University of Massachusetts & Dave Reske, NowSpeed Inc.

Tip: Use A/B/C landing pages for instant look/feel, headline, images feedback.

Ongoing Optimization: Review keywords, bids, ad copy and landing page data; and then optimize based on results.

Web Analytics: Benchmark using Unique Visitors, Top Referring URLs, Top Content, Top Referring Search Words, Best Offers & Content (driving click throughs)
Note:  The platform used was Google Analytics, which is free, and I highly recommend installing immediately!

Take Aways:

• Start small
• Plan ahead (strategy)
• Don't go it alone
• Block time off for this going forward
• You are never done!

"It's a lot of work, but it is rewarding." / "A scientific method of marketing"

Plural vs. Singular (keywords): optimize as both is best.  Some search engines treat both the same, while others treat them differently.

Hyphens/Underscores in your landing page URLs will impact your results.  Think of URL's as an opportunity to embed a keyword!
i.e. Wrong: socmed  Wrong: socialmedia  Right: social_media
Note:  For those of us addicted to tagging, this might be an argument for the two_word rather than twoword format.

Remember to serve your visitors, as well as count the clicks. 

Jennifer can provide specifics on the measurable ROI (it was very successful!) 75% of her budget is now spent online because of the success & actionable leads.