Live from the Hive Episode 12: How to Boost Your SEM with Daryl Eames
on Friday, July 15, 2016
Fix-It-and-Forget-It is Not a Marketing Strategy
If I've said it once, I've said it a hundred times. Fix-it-and-forget-it is not a marketing strategy.
Forget about all those stories you've heard about people who put up a website or got a business page on Facebook and became an overnight success. They're urban legends.
It defies logic that with over a billion websites and almost 1.6 billion Facebook users that any one person is going to get noticed in all that noise without at least a little bit of effort.
That effort is what we call marketing and in this month's episode of Live from the Hive I am talking to local inbound marketing strategist Daryl Eames from the Paid Search Society about the ins and outs of maximizing your budget and getting your website in front of the people who want your products and services.
We're talking about the difference between SEO and SEM.
SEO = organic ranking, optimizing site with content and key words that will improve your page pank over time when someone does a key word search
SEM = search result pages when someone actively searches for a key word and display ads on websites
Eames is also sharing insider tips about current trends and digital marketing strategies for how to get the best bang for your buck in Google ad campaigns.
Top Tip: Google doesn't let you allocate specific dollar amounts to a particular ad group within a campaign, so if you have ten ad groups in the campaign you have no control over which ad groups gets the money. This is important because you may find that one ad group does a lot better then the other nine when it comes to actual sales or lead generation. The work around on this is to have one ad group per campaign.
Learn why the search engine results you get from SEM are a better choice than waiting for organic SEO results. (Hint: It has a lot to do with the ability to infer intent and qualify prospects based on what words people are using to search.)
And finally, get a sneak peek at the Paid Search Society the incredible new online marketing resource right here in New Hampshire.
Eames is billing the Paid Search Society as a "collaborative environment where people can come together to share and learn and get better at their craft" and has built a platform that offers information, coaching and consulting services for every budget.
At the free level there are "tips, tricks and strategies" as well as articles, white papers and ebooks to help you build and improve your marketing strategy. The paid level offers in depth guides and strategies to take your marketing efforts to the next level as well as a mastermind group that includes peer-to-peer support, webinars and training, Q&A with noted local experts and a wide range of tools and marketing services.
Join me for this month's podcast as Eames tells us about designing campaigns, choosing ad words and setting price points. He also sheds some light on the truth about budgets (you don't need to spend a lot to get results!), and using Google and social media networks like Facebook and LinkedIn to get leads and drive traffic.
And don't forget, visit the Paid Search Society. Take their survey, sign up for the newsletter and stay on top the rapidly changing rules and trends of internet marketing.
Misc. Links From the Podcast
To contact Daryl Eames you can find him on the web or give him a call (603) 669-1512
Paid Search Society
Google Ad Words