Two weeks ago, I shared the first half of a "Do-Not-Do " list for SEM neophytes That I crowd-sourced from fellow geeks on Facebook SEM, + Google, and Twitter. And now, the rest of the story ...
2. Ignore Bing and Yahoo. Despite ITS market share, Google ain 't the only game in town. There are Many brands / campaigns That Perform very well-through adCenter - sometimes, Even Better Than Google it.
3. Ignore Ask and AOL. Ditto here. The tier-2 engines Can work hard for you and, if you gift 't Give' em a look, you 're working Hardly.
4. Ignore Other PPC channels. There 's no OS in PPC. And There Are Plenty of Good sources of pay-per-click search engines traffic Beyond.
5. Not Applying insights to Other channels. SEM Can Be a fantastic way to learn more about your business, your Customers, Their Needs, and your value prop. Here are 10 Ways to use search data Beyond SEM.
6. Let Someone Else claim ownership of social network ads. Sure, you 'll Need to Evaluate different metrics Facebook ads, the goal of rigor Sami campaign setup and optimization (as well as third-party tech platforms) Can and Must Be Applied to Both search and social. Don 't let anyone tell you That Should Be social advertising network managed by the "display " team. No-one puts Baby in corner SEM year!
7. Manage SEO separately from PPC. Would you ever let Two different people pick out your shirt and your pants Without one Coordinating with the Other? No way, Jose. (Although my daughter Might Be Better Off!) So, if you let Two different people manage your PPC and SEO Without working together, don 't complain When Your SERP IS a total clash.
8. Creating dummy social media accounts to generate link popularity. Not Surprisingly, Jenn Mathews, aka SEO Goddess, Pointed out a number of SEO Mistakes made by fresh. Hey, kids, Creating dummy profiles Makes you just a dummy. K, thx, bye.
9. Not Implementing Meta Tags. Seems like here SEO 101 - Jenn goal Wisely That Reminds us, Even Though These Are No Longer The Most important ranking factor, They 're still important year signal. Bottom line, ya betta meta!
10. Get paralyzed by data. The beauty of everything HE Is That 's trackable. It 'sa sin to not use all the data at your fingertips. A wise man once said, "What doesn 't get Measured doesn ' t get done. " Even a year wiser man Purpose once said, "Is Not A Analytics tool, it 'discipline. "
11. Assume you know Who your Competitors are. Aaron Friedman @ That Reminds us your competition IS Broader than you think. Your Competitors are SEM anyone That May appears on the SERP for keywords relating to your brand / product. Don 't just focus on your Competitors and make traditional year "ass " out of "u " and "me. "
12. Things take at face value. This one via edible + Melanie Mitchell. "It Is important to know Who is A reliable source in the industry (There are many) and to Understand the bigger implication of What [you] are doing just Rather Than Specific focus on a task. That You Can Prioritize way to tackle the Things That Will Have the biggest impact. "Of course she 'd never say it, so I Will: Melanie Is One Of The Reliable ones. Definitely a face to follow.
13. Spend time on the keywords Anything But That Make You The Most money first. Let @ cohlhoff tell you how to Prioritize. First and foremost, focus on the top keywords That drive revenue, impressions, and clicks. "Everything else edible 2 nd.
" @ DavidBLevy Chartered.
14. Don 't overlook the long tail. Even though You Can Have The Most immediate impact by patting the head, Sometimes the tail wag the dog Cdn, per @ AaronFriedman.
15. Not Going Through the AdWords learning program. Knoch Knoch. Who 's there? AdWords exam. AdWords exam who? If You Have to ask, you 're fired.
16. Google Thinking certification is all you Need. Congrats! You Passed. Now let 's see how you do in the "real world. "
17. Don 't read the trades. Make sure to carve out 30 minutes Every Day to read articles like this one. Being too busy is no excuse. We 're all busy. Especially Those Who of us write These Things.
18. Expects only one search conference. I know it 's hard to find time (and budget!) SEM to go to shows, drank There ' s show That no one fits all. Get your SES or SMX is to dive Deep into tactics, goal come up for air (One Mile Above Sea Level!) With SIS to dive Deep into conversation.
19. Toil away on social media. Yeah, yeah, yeah, I know you 're just doing "research " on YouTube advertising - does it really take aim you Two Hours of Live Lollapalooza to figure out how out how Promoted Videos work?
20. Not leveraging free tools. There are too many to name, so I won 't try. C 'mon newbie, be resourceful. I Can 't spoon-feed you everything!
OK, There 's your Top 40, America. Seacrest out.
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