Two of the gravest weaknesses in search engine marketing management campaigns and advertising programs are the isolation of search engine marketing campaign practitioners from their online marketing peers, and the use of standalone PPC management tools. Too many marketing organizational charts draw boundaries-not potential synergies-between search advertising and other online marketing units. Search advertising often has its own operating objectives and distinct metrics by which its performance is measured, as do other marketing groups. One way businesses are learning more about online marketing is through social media marketing training.
Consequently, search advertising managers do not adequately collaborate with peers responsible for email marketing, onsite search, search engine optimization, or display advertising. Rarer still is working with merchandisers who own the products-and often the product landing pages-that search advertising managers leverage in their campaigns.
Search advertising managers who do not collaborate with merchandisers run the risk of over-bidding on low margin products and under-bidding on high margin ones, as well as experiencing high bounce rates on sub-optimized landing pages, which reduce paid search quality scores and thereby unnecessarily inflate bid costs.
As an island unto itself, search engine marketing campaign advertising tends to measure click-through traffic and conversions in a vacuum. The program is blind to the movements of visitors and customers across channels, such as display ads, natural search, emails, affiliates, and social media. Moreover, there’s no easy way for the marketing leadership to measure the effectiveness of its groups and channels against each other, properly attribute conversion credit, and make informed media mix and budget allocation decisions.
Limitations of Search Engine Marketing Campaigns & PPC Management Tools
The typical standalone PPC management tool is limited in scope when integrating it into your search engine marketing campaigns. It is often deployed to meet tactical search advertising objectives of immediate revenue or to catch up to competitors. Little thought is given to what the long-term strategy should be and to the level of interoperability with other marketing optimization solutions that need to be in place in support of that strategy.
If you are out to generate an increased number of leads and develop an increased online presence and exposure, you owe it to yourself and the financial future of your business to learn everything you can about integrating social network marketing strategies.
Are you in search of new methods of attracting more leads to your website? Do you want to learn more social media marketing strategies on how to increase your business’s online visibility and sales?
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