Apr 9, 2010

7 Blunders of Search Marketing



Gandhi's warnings were much more wise, but this is how they seem to apply to my job:

1. Wealth without Work
    -Automation without Manual Management of the Head Terms

2. Pleasure without Conscience
    -Conversion Volume without ROI Efficiency for Profit Maximization

3. Knowledge without Character
    -Broad without Negatives or Exacts

4. Commerce without Morality
    -Misaligned Keywords & Ads without Relevant Landing Pages

5. Science without Humanity
    -Analytics without Segmentation

6. Worship without Sacrifice
    -One-Time Optimization without Continual Testing

7. Politics without Principle
    -Campaigns without Targeting
Posted by Chris Haleua

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About This Blog

Chris Haleua is a Product Manager for SearchCenter and Media Optimizer, Adobe's paid search marketing solutions. As a former Team Lead in SearchCenter Consulting, Chris was responsible for implementing advanced bid automation and innovative testing strategies for many of Omniture's and Adobe’s largest and most successful clients.

Chris has five years of search engine marketing experience with strategic enterprise accounts across the retail, lead generation, and media engagement industries. His focus on integration between Media Optimizer, SearchCenter, SiteCatalyst, Test&Target, and Insight has revealed new ways to measure and expand the influence of paid search on other channels as an essential piece of profitable acquisition strategies.

Chris is a recovering bid addict. Manual bidding in Excel and the desktop editors was an exciting competition in 2008. Rules bidding in SearchCenter was a rewarding challenge in 2010. Portfolio bidding in Media Optimizer still provided over 20% lift for numerous clients in 2012. Bidding was attractive because deep insights could be clearly identified and quickly acted on.

Chris still seeks to identify the ideal mix of manual, rules, and portfolio bidding for each client’s unique situation since Adobe Media Optimizer is the most powerful tool for performing all three optimization methods across multiple channels. However, bidding only represents a fifth of PPC optimization. Now Chris really strives to help Adobe Media Optimizer provide benefit beyond bidding.

Marketers must now apply real experience and awareness of environmental context to combine human skill with automated optimization. Media Optimizer proves that algorithms are meant to augment the real professionals and amplify their unique skills instead of competing to replace brains with robots. Holistic optimization of account structure, ad relevancy, match type alignment, query mining, targeting refinement, re-marketing, and bidding must all be balanced for ideal performance.

(Disclaimer: Opinions expressed here do not necessarily reflect the official position of Adobe.)