Jigsaw LLC


Paid search strategy at Milwaukee Interactive Marketing Association

— Media & Technology —

Last night the Milwaukee Interactive Marketing Association hosted Buck Dossey, Senior Optimization Strategist at Yahoo!, speaking about Paid Search Strategy.

Buck spoke about how if you want to have a good strategy, you first have to figure out what your story is. Quite true, whether you’re talking paid search, creative strategy, brand strategy, social strategy, or any strategy. He also talked about how you should be able to develop a single, simple visual that sums up your strategy. I’m a big fan, as anyone who has ever worked with me knows. A great visual or schematic can often make a strategic point more clearly than 1,000 words.

In addition to talking strategy, Dossey provided numerous quality resources for both search planning and search management. These included:

Compete.com : Competitive intelligence and search analytics

comScore qSearch: Comprehensive view of monthly worldwide search activity across more than 150 top search properties

Doubleclick DART search : Third-party tool to automate paid search bidding

Google AdWords : Pay-per-click (PPC) advertising, cost-per-thousand (CPM) advertising, and site-targeted advertising for text, banner, rich-media ads

Google Adwords Editor : Free Google application for managing your AdWords campaigns

Google Insights for Search : Compare search volumes across specific regions, categories, time frames and properties

Hitwise : Online competitive intelligence

Kenshoo: Third-party tool to automate paid search bidding

Microsoft Advertising adCenter Desktop : Management and optimization of paid search campaigns

Microsoft Advertising Intelligence : Keyword research and optimization tool that operates seamlessly in Microsoft Office Excel 2010

Microsoft AdLab : Numerous search-related tools

SpyFu.com : Provides an estimate of what competitors are spending in paid search and what their keywords are

Yahoo! Clues : Information about Yahoo! search terms’ popularity over time, across demographic groups, and in different locations

Finally, Buck offered tips for writing effective paid search creative; these are summarized in his Powerpoint presentation, which is here:

Just for fun here are a few photos from the event. It’s always a really fun group of people; I strongly encourage you to check it out.

The next meeting on April 20th will feature Neal Linkon from Northwestern Mutual talking about online reputation management. I’ll be on a beach in Florida, but, you should go!

Posted by Jigsaw