Managing Search In-House? Spotting Trends, Identifying Benchmarks Overcome Challenges, Improve Retur

A white paper from
Managing Search In-House?
Spotting Trends and Identifying
Benchmarks to Overcome
Challenges and Improve Returns
Authors
Janel LandisVP, Search Marketing
Irv BrechnerEVP & Founding Partnerirv@acquirgy.com
© 2009, Acquirgy, Inc.All Rights Reserved
Feel free to let colleagues know that they can request this white paper by email: irv@acquirgy.comManaging Search In-House?
Introduction
The consensus among industry experts is that about 65% of advertisers manage their paid search campaigns in-house. If you do and have problems, or you want to identify trends that could indicate future problems, this White Paper will provide answers. It also contains recommendations that can lead to improved ROI, reduced workload and improved efficiencies. In short, if you are considering bringing it in-house, this White Paper will serve as a "How-To Guide."
Over the last few years, there have been major advances in the technology platforms available to companies managing search in-house. While it has become easier to perform bid management, keyword development and analysis, it has become exceedingly difficult to recruit qualified search marketers to operate these new search software platforms. It can be even more challenging when their skill sets lack marketing acumen. Experience has shown us that both analytic and marketing skills are perquisites to success.
Acquirgy Credentials
Experience
Acquirgy is one of a few agencies with full-service and self-service client experience. Over the last seven years, we have managed several of the largest PPC programs. Our service offerings include a comprehensive consulting program geared around supporting clients that manage their PPC efforts in-house, as well as a total self-service offering.
Technology
Acquirgy has extensive search software technology experience having developed our own platform, which we retired after licensing Marin Search Marketer®. The selection process we pursued included conducting an extensive SWOT analysis of the top systems, comprehensive demos and client surveys.
© 2009 Acquirgy, Inc. All rights reserved.  www.acquirgy.com . 727.576.6630Managing Search In-House?
can identify consumer position in the consideration Top Level cycle based on their specific search query.There are five key topics to discuss before we address . Search marketers must leverage this insight and technology, staffing, cost, etc. Understanding these craft communication based on the consumer's topics is critical to compete and win in paid search. current mindset and location within the Purchase Consideration Cycle.#1: Separate Technology from Marketing Brainpower Your keywords and copy need to correspond to the It is essential to recognize that there is a distinct consumers' cycle position when he or she uses search. separation between "technology" and "people smarts." Understanding the searchers' phase in the Purchase That is, consider the differences between machines Consideration Cycle will allow you to more effectively and software versus people-dependent functions communicate your value proposition, garnering more such as analysis, strategy, and marketing. While qualified clicks and more conversions.today's self-service PPC management platforms offer rich features, you still need talented people to make Answering the following questions can help assess decisions on everything from keyword selection, your team's effectiveness in understanding consumer marketing copy, landing page destination URLs, migration through the Purchase Consideration campaign structure and the like. Embracing this Cycle: concept is mission-critical to your PPC success. . Is your ad copy strategy similar across all ad #2: Embrace and Understand Consumer groups?Expectations and Relevancy . Are product specific keywords in the same ad groups as general keywords?Two of the most important concepts are the Purchase Consideration Cycle and the Search Continuum. . Have you stopped bidding on general keywords These are at the heart of all of your strategy, keyword because they just don't perform?development, copywriting and landing page design. . Do you have "review or comparison" style pages on your site? If so, is any traffic directed to these Purchase Consideration Cycle pages?
The Sear... [download for more]