25 Oct '12, 9am

Search Marketing Horror Tales

Search Marketing Horror Tales

This time of year, everyone enjoys a good scare. Ghosts are around every corner, goblins meet you at your door and you are likely to face more tricks than treats. But that doesn’t mean everything has to be frightful, especially when it comes to your search campaign. In honor of Halloween, here are some search marketing mistakes that should make you scream. Budget Caps Not all budget caps are bad. But using them as a means to manage your spend is like trying to perform surgery with Michael Myers’ butcher knife. It’s inexact, messy and likely to not end well. Budget caps are a great safety device, but the most effective way to control your spend is through keyword-level bids. This ensures much greater control and helps you avoid missing demand and conversions. Unfortunately, just like some kids have to stop trick or treating at a specified time and miss out on more candy, so...

Full article: http://searchenginewatch.com/article/2219758/Search-Marke...

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