Are you new to the world of online marketing platforms? Are you just getting started and not quite sure where to begin? More and more advertisers are enjoying the benefits of online marketing platforms. In fact, it’s hard to find large-scale agencies and direct advertisers who do not leverage a platform these days. As someone who’s been enjoying and leveraging online marketing platforms for over 7 years, I’m thrilled to share 5 tips on getting the most out of your new online marketing platform. Leverage these tips and your new platform could pay for itself in a matter of weeks!
Tip 1: Integrate Your Internal Conversion and Revenue Tracking
Tip 2: Automate Your Bidding
Now that your brand new SEM platform has great data, it’s time to leverage that data and automate your manual bidding. I cannot underscore this opportunity enough.
Tip 3: Streamline Day-To-Day Reporting
Above and beyond bidding, reporting is one of the largest time syncs around when it comes to search engine marketing. It’s this precise reason that I encourage you to replace all reporting outside of your SEM platform. If you integrate all of your important back end conversion data (my first tip), you should be able to run all reports in your new platform. Not only will you save hours each week, but your reports will yield greater insights than ever.
Tip 4: Save Time With Alerting
Now that your bidding and reporting is automated, it’s time to set up alerts. Alerts are great. They basically represent the difference between a pull versus push system. In a pull system (traditional SEM) you run reports, analyze data, and finally uncover issues that need to be fixed. In a push system (alerting), you get notifications when there are issues. There’s no searching and no investigation. You immediately know what the problem is and where it is in your account. Then, you can act quickly and fix it. One of my favorite alerts: Keywords that spent more than my spend threshold with zero conversions. Another example: High converting keywords that lost a large percentage of conversions week over week. I recommend setting up email alerts so you have a queue of action items each and every morning.
Tip 5: Manage Multiple Search Engines At Once
Now that you’re on a new search marketing platform, you will gain more leverage and efficiency than ever. One of my favorite ways of doing so is managing multiple search engines at once. With everything in one place, you can add keywords to multiple search engines at the same time. You can quickly identify loser keywords (and cut them) across multiple search engines at the same time. You can clone winning Google AdWords campaigns on adCenter and vice versa. Brand new online marketing platforms can often pay for themselves within the first few months. Leverage these five tips and your new platform may end up paying for itself in a matter of weeks!