Find Resolution has a good list of 2009 search engine marketing predictions. Having worked at Performics before Doubleclick bought us, some of these predictions would have seemed far fetch and unlikely. I do believe bid management is becoming commoditized and became apparent when Yahoo changed their model. Trying to out-math the Google engine is just not going to happen.
#8 – Focus on post-click activity. You mean it has not already been an emphasis? There are so many variables involved in getting the person to click on a PPC ad why put up a generic landing page. OnDialog provides platform for marketers’ to create their own landing pages without technology help. Google has their Google Website Optimizer but does not provide a tool to build the HTML pages themselves. On the high end is Omniture’s Test&Target which I’ve used for numerous clients in different industries. Post-click activity will be an emphasis for any acquisition marketing media but take it a step further.
If you do re-marketing, why are you putting everyone into the same re-marketing bucket? Think about it. A customer visits the site coming in on the search term relative to the highest margin product you sell. Don’t you want to prioritize that customer for re-marketing if they don’t convert? There are many things to consider and are there tools to help make this possible. Nothing cut and dry but doable none the less.
In 2009, yes focus on the post-click activity and make sure to consider how to prioritize clickers for re-marketing. For both acquisition and retention programs.
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