Yes dear friends, I’ve said it. Paid search can be a pain in the rear. But no worries, search engine marketing guru Andrew Goodman of Traffick and Page Zero Media promises to shed some light on the subject in conjunction with a Minnesota Interactive Marketing Association (MIMA) seminar next week.
Goodman’s presentation, “IT’S NOT JUST YOU: PAY-PER-CLICK CAN BE A REAL BEAST” will cover examples of Google AdWords and Yahoo Search Marketing challenges, SEM relations, click fraud, CPOs vs. market share growth, data privacy, auctions and more.
“Paid search listings now make up about 50% of all online advertising. Many companies are being lulled into running haphazard, ineffective campaigns because of the ‘self-serve’ ad placement models touted by Google and Yahoo,” warns Goodman.
“The reality is, Google’s AdWords platform is more complex than ever, introducing barriers to novice advertisers by way of ‘ad quality scores’ that take into account a range of factors, including content and quality cues Google’s spider analyzes on your website. MSN adCenter has introduced an exciting new product, and Yahoo will begin phasing in its completely overhauled ‘Panama’ search marketing platform this fall. Novices will find it tough going.”
“It now seems that experienced agencies and larger advertisers are learning how to leverage relationships with the major search vendors,” adds Goodman. “Now more than ever, only the strong and savvy will survive in search marketing. Consistent campaign optimization and measurement of ROI is part of that effort, but you also need access to resources and knowledge, and ongoing industry relationships.”
Goodman is the author of “Winning Results with Google AdWords“, which has been reviewed and endorsed by Google’s Matt Cutts as well as many other top search marketers. I did an interview with Andrew Goodman earlier this year as part of the Spotlight on Search series if you want to get the skinny on his background and sense of humor.
The MIMA event will be held at the Calhoun Beach Club near Uptown in Minneapolis next Wednesday, June 14, 2006. Registration and drinks are at 5:15 and the presentation goes from 6-7pm. As always, food, networking and more drinks follow the presentation. Cost is $20 for Members and $40 for Non-Members. Free parking tokens will be provided. You can also get all the event details from the MIMA site.
Hey Ed, will we see you there?