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Digest...

The key takeaway for search marketers is that single phrases are rarely typed into a search engine in isolation; it's far more common for searchers to enter multiple phrases in rapid succession, building on each preceding one, until they find what they seek. These subsequent phrases are known as "search refinements."

Are searchers more likely to click an advertiser who appears on each subsequent search? Users were indeed more likely to click on advertisers that appeared more often in the same session.

Search refinements are incredibly underappreciated. While many advertisers focus heavily on initial keyword expansion and ad copy optimization, relatively few think about the impact their ads might have when seen in rapid succession. Search marketers should consider not only the keywords they target, but also the sequence in which those keywords may be entered as users refine their initial searches. By ensuring high coverage and relevant ads across the entire chain of search refinements, you not only can increase your CTR on the initial search phrase, but also on longer, more specific phrases as well.

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Basic/ Digest...

Here are three things you can do to spend your SEM dol­lars efficiently:

1. Lay Out a Fixed Budget

Com­pa­nies and indi­vid­u­als with small bud­gets often make this mis­take when deter­min­ing their SEM spend: they don’t lay out a fixed SEM bud­get for a con­tin­u­ing period. The dan­ger in buy­ing SEM ads only some­times is that your rel­e­vancy score fal­ters when you buy SEM space errat­i­cally. If you appear often and con­tin­u­ously in SEM ads, search engines will deter­mine your ads as more rel­e­vant to their keywords.

2. Bid on Niche Terms

If you have a small SEM bud­get, then it’s likely that you’re a small com­pany. Don’t try to play in the sea of big terms; you won’t make a dent in this vast ocean of search. Instead, look for niche terms and phrases that relate specif­i­cally to your prod­uct and services.

3. Review Your Performance

Review is impor­tant in any SEM cam­paign, but it is espe­cially impor­tant for those of you with lim­ited SEM bud­gets. See what ad copy and terms work best, and focus on those. If you find that you are con­vert­ing and mak­ing money from your SEM ads, then con­sider rein­vest­ing in SEM. Max­i­mize spend before increas­ing scope.

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Digest...

Ads get all sorts of additional bells and whistles including star ratings, text boxes with linking buttons, site links and local listings. This serves to increase the space these ads occupy above the hold, pushing down competitor results and organic listings.

Average click through rates for Google AdWords ads for each position from one (top of first page) to nine are listed in the table below:

-- >  Position 1: CTR 7.11%

-- >  Position 2: CTR 3.01%

-- >  Position 3: CTR 2.19%

-- >  Position 4: CTR 2.15%

-- >  Position 5: CTR 1.61%

-- >  Position 6: CTR 1.04%

-- >  Position 7: CTR 0.89%

-- >  Position 8: CTR 0.75%

-- >  Position 9: CTR 0.55%

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Digest...

The fact is that SEO, paid ads, and social have different roles in the digital marketing ecosystem, and you shouldn’t be choosing one over another but try to make them collaborate. Consider the following 6 steps to deploy and manage your Search and Social projects that bring you closer to the business goals.

1. Understand your audience behaviors in search vs. social media

First, you need to understand how people behave both on social media and search engines. Review data such as when they use each and what they do or look for in search vs. social media.

2. Set your search goals and social media goals

3. Leverage the social impacts on SEO

Especially with Google, we now see more impact from social media on the organic search results, i.e., social sharing, reviews, authorship, etc. Your digital marketing strategy should leverage the social activities and social assets to improve the organic search performance.

4. Integrate search and social

5. Set the best practice, then enforce it to make sure everyone follows it

Next, you want to put all the findings, goals, and process into a best practice guide for your digital marketing team. Provide the training so that everyone understands it, and enforce the guide among all concerned parties.

6. Establish the communication channels among SEO, Paid and Social

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