At the ongoing Search Engine Strategies conference in Chicago today, panelists gave advice to the convention-goers who were a little more green when it comes to topics like search engine optimization, according to WebProNews.
For starters, the panel suggested making sure that first a company’s SEO is working with Google first since it has about 70 percent of the market share. It’s also important to keep goals in mind when starting a campaign and to not focus on how many clicks you get, but how those clicks translate into action.
Matt Van Wagner, president of Find Me Faster, told the news provider that while ads don’t need to be complex, they should be targeted and effective with the keywords updated and reevaluated each month.
"Ads serve 2 purposes: to draw clicks and filter clicks," he said. "You’re only limited by your imagination when writing ads – don’t stay inside your head."
Mona Elesseily, director of marketing strategy at Page Zero Media, told beginners that in addition to proper SEO, ad copy is important.
She made suggestions like including keywords, considering the motivation of buyers and testing different types of ads rather than just sticking with one.
