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| Learning the science of managing search advertisements |
| Search Engine Marketing Accounts For Vast Majority Of Google’s $22 Billion In Annual Global Sales |
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For more than one million businesses, Google’s search advertising system is like a hose inundating Web sites with traffic. Managing it effectively, though, is as much art as it is science. It requires a mix of analytics and gamesmanship, a combination of skills that has become vitally important in the Internet age.
“It is critical,” said Ellen Siminoff, the chairwoman of Efficient Frontier, which helps companies manage their search advertising campaigns. “You have to have data and be able to analyze it. It’s a bit like playing chess, but you are blind to what your competitors will do.”
Many industry insiders say search engine marketing, as the practice is known, is one of the most effective forms of advertising ever devised. In just a decade, it has grown into an $11 billion business in the United States. It accounts for the vast majority of Google’s $22 billion in annual global sales.
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Google’s service, called AdWords, dominates so thoroughly that some advertisers have felt at the mercy of the company, and complained that they had little control over the complex advertising system.
But by and large, businesses find search advertising effective and continue to flock to it, albeit at a slower rate than in previous years. As growth has tapered off over the last year, Google has stepped up its outreach efforts to help midsize companies use its tools more effectively, hoping that will encourage those companies to spend more.
“It’s good for our business and it’s good for their business,” said Claire Johnson, vice president for online sales and operations at Google. |
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Improve keyword's Quality Score |
| Optimization is the best way to increase your keyword's performance without raising costs. If your Quality Score is low, you may be using keywords, ads, or landing pages that aren't as targeted or relevant as they could be. This can mean higher cost-per-clicks and a potentially poor return on your investment. |
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