that competitive landscape. A lot of the markets that people tend to operate in now are saturated so there’s not a lot more growth in terms of search volume coming into the market. But it’s still fluid; you’ll still get advertisers that will stop advertising and you’ll still get advertisers that will come in and look to dominate the market. You need to make sure you react to that.
Again, having the flexibility to react to those market conditions; this data’s important. You should be looking at some of the data that the engines have whether it’s impression share or lost impression share. Those give you a feeling for how you’re actually doing against your competition.
NJ: Can you summarise how people should approach paid search? RW: Paid search is all about building and growing and learning from what you’re doing and adding to it, whether that’s expanding your keyword list, looking at promoting different product areas. It’s almost about small steps to keep making sure you’re moving forward.
Again I think it’s incredibly important that people are thinking about the type of search results that are delivered. I am sure that image search will be huge and anyone that has bought or sold anything on ebay will tell you that ads with images always elicit a better response. Using video in search will also start to grow but will need to be served against the appropriate keyword. It maybe that video is more suitable for brand or generic keywords. If you are allocating value correctly and thinking of your keywords as a “portfolio” then these new formats will have a role to play for in your search activity moving forward.
Click here to see Rhys Williams speak at a Fresh Business Thinking Masterclass
www.agenda21digital.com
18 HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE
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