How to Get the Most From Your Search Marketing Budget

It may be tempting to put 99% of the search budget into Google, especially with such a proven, simple and automatic system… and with Google Analytics integration, search to click to conversion measurement is easier than ever. But instead of going down the easy road, sometimes the road less traveled can result in more targeted traffic, enhanced ROI, and introduce you to new online marketing methods which you may not have thought of before. Who cares if Google is the most popular search engine? That may be irrelevant depending upon your target market.


Yahoo Search Marketing and MSN (Live Search) in some cases attract a much different demographic than Google. If you’re targeting women, married women, middle & heartland America, and Walmart customers; Yahoo and MSN may surprise you.Why? The popularity of their registered members network, games, clubs, forums, communities and messaging programs can attract a very loyal and network-centric user group.

In addition, Yahoo’s new Search Marketing system is quite innovative compared to what they used to offer, so if it didn’t work for you before, try testing it again.

Here are some recommendations to try..

* Due to differences in title and copy allowance, presentation of ads, and the demographics you’ll be targeting; try different copy or enhancing what’s already working for you on Google.
* Try geotargeting or demographic targeting as both companies are working on enhancing these forms of campaigns.
* Import your keywords from your Google campaign into these tests, and ask representatives from Yahoo or Live (or use their keyword suggestion tools) to find new terms or matching schemes which may work for you.
* Don’t forget misspellings and the names of competitors - especially on the local level - as these targeted placements can bring in new customers.

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