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02.14.07
SES: Campaign & Project Management
By Joe Lewis
The Search Engine Strategies conference series is back in full swing this week, providing insight from some of the more forward thinkers in the search industry. Emanating from London, this SES conference promises to be one of the most robust weve seen.
WebProNews guest correspondent Debbie Harrison provides with coverage of the first days session, kicked off by Anne Kennedy, Managing Partner at Beyond Ink, who emphasized strategies to manage pay-per-click services.
In 2006, Western Europe spent in excess of $7.5 billion in advertising. The UK alone has increased advertising spending this year by twenty percent and that figure is expected to increase by seventy five percent within the next three years.
Also by 2010, the UK has the top projected cost per Internet user at £114, followed by France with £72. So more media than ever at the users disposal, better targeting and quality scoring, there are more decisions than ever at the fingertips of SEM Managers.
Anne asserted that paid search solutions saw 36.8% of visitors transition from lead to order, a lower margin than organic search, showing results by yielding higher conversion, broad terms and better position.
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To end her talk, she touched on some key elements to be aware of when working to implement campaign management methodology:
Know your customer
Know your media
Tune your message
Measure
Make strategic decisions
Karin McLean from Big Mouth Media was the next to speak. She touted a campaign that integrates both organic and paid advertising.
She outlines three key aspects to SEM project planning:
Agency:
Brainstorming
Project Planning
Marketplace Analysis
Research
Analysis
Strategic planning
Search updates
Innovations
SEM agencies should make recommendations for the purpose of client performance keeping their specific goals and targets in mind. How will it affect their bottom line? How much will it cost them internally to implement? How can it fit into another advertising and marketing efforts?
Continue reading this article.
About the Author:
Joe Lewis is a staff writer for WebProNews covering technology and business.
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