Mark Simon wrote a very interesting piece on how to handle paid search in the article “The Secret to Perfect SEM? It’s in the Mail”.
According to Simon, you can have a good paid search campaign if you understand the similarities between search marketing and direct mail:
- Importance of targeting: A successful direct mail campaign starts with the right targeting, the right lists, and the right data. Targeting is likewise crucial to search marketing, from reaching searchers based on geography or market area, day of the week, and other variables.
- The pull of envelopes and letters: For direct mail to work, the recipient must be enticed enough with the envelope and open the letter. In search marketing, the ad copy replaces the envelope and the landing page is the letter. The landing page must contain the right incentive, whether it is price, selection, convenience, or quality.
Read the full article “The Secret to Perfect SEM? It’s in the Mail”.