05 May 2011
Recently, Alex Cohen from Click Equations reached out to me to take part in a 5-part Q&A series about Google text ad optimization, which can be found here. Responding to these questions got me thinking – What are some other common mistakes to avoid when using Google AdWords? Sure there are a lot, as AdWords is a complex system and is always changing to boot. But I believe these six mistakes should be avoided at all costs: Neglecting your ongoing account optimization Seems obvious, but a lot of folks get their account all set up and then forget about it completely. This is what we like to call the “set it and forget it” mentality. It is absolutely critical to not do this, as what will typically happen is your account will spiral out of control. Maybe there’s a rogue display network placement that is spending all your budget without…
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08 Mar 2011
We’re big fans of keyword research here at Room 214 because it’s at the core of many of the services we offer including business intelligence, search engine marketing and social media monitoring. However keyword research isn’t just for optimizing websites or building out pay-per-click campaigns anymore. Utilizing keyword research for social media optimization has become an important tactic for improved online visibility. Why do you need to worry about including high quality keywords in your social content? By “high quality”, I am referring to those keyword phrases that are very relevant to your business, have significant search volume and in some cases have low competition. 1. For Greater Social Network Visibility YouTube is the second largest search engine in the world, behind Google. Twitter search is widely used and incorporated into many 3rd party clients/tools. Facebook search… well Facebook search is awful but has to improve at some point. Optimizing…
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07 Sep 2010
The following post is taken from my article on Search Engine Watch a couple weeks ago. As long as these articles continue receiving relatively good responses on SEW (indicating they are of interest), I’ll also be publishing them here. Enjoy! A search engine’s ultimate mission is to serve the most relevant information it can. But from a search perspective, the emergence of social media has essentially expanded what’s relevant. While many refer to this subject matter as social media optimization (SMO), I prefer social search optimization due to the specificity. The end game is simple, and nothing new under the sun: maximizing the visibility of relevant content for those looking for it. But First, a Real War Story My good friend, Valerie, was recently looking for a job. In anticipation of the process, she updated her LinkedIn profile and did some house cleaning on her Facebook page. Considering what any recruiter…
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22 Mar 2010
I often encounter this issue: Brands have a multi-million dollar campaign running across multiple platforms (print, T.V., web) and a Facebook page that was started then abandoned months ago. Just today I stumbled across some numbers from Emarketer on social media integration in ad campaigns, and it got me thinking about this issue. As you can see, the numbers are so-so, with just 41% of campaigns integrating third party social networking sites. Compare that with the fact that 55.6 million adults in the U.S. visit social networking sites monthly, and you realize there is a serious disconnect going on here.
Fear of the Social
We constantly hear from people who think that getting into the world of social media is a terrifying leap from the traditional media they are used to.
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