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Home Archives for Internet Marketing SEM / Paid Search

The Relentless Pursuit of the Right Answer: Why Achieving Relevance at Scale is Worth Your Time

November 17, 2015 By Jonathan Jeter Leave a Comment

The Relentless Pursuit of the Right Answer: Why Achieving Relevance at Scale is Worth Your Time
Scott Ensign, DAC Group
Erin Heffernan, Optimedia US

What does relevance mean in Search?

Inherent in every search is a question. Context is extremely important.

Read the rest of The Relentless Pursuit of the Right Answer: Why Achieving Relevance at Scale is Worth Your Time

  • Give the right answer every time
  • Leverage more than just the keyword
  • Get highly targeted in your ad copy
  • Keep to the leading edge of user expectations
    • Mobile can be the primary driver for some campaigns
  • Search engines know a lot about the user. How do you leverage that data?
    • Not settling for “best available” destination

Building Scaled Search Programs

  • Think of the user (the user doesn’t care about your org chart)
  • Think of the client
  • Leverage business/third-party data
  • Campaigns are the new ad groups
  • Leverage technology

Tools to Manage at Scale

  • Proprietary tools
  • SEM tools

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Filed Under: SEM / Paid Search Tagged With: ClickZ Live Chicago 2015, conference notes, czlchi, Landing page, landing pages, leverage technology, right answer, Search Engine, Search engines

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