The Value of Persistence
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Written By Drupad Sil | May 15, 2008 | Share This
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How many times have you seen a seasonal-ad on TV, forgotten about it for a few days (or weeks) and then gone to research it on the Internet only to find that, well, it’s impossible to find? There’s a perception among many marketers that once a campaign’s objectives have been met, it’s time to dial back the presence until they have another benchmark to hit, missing out on a chunk of their potential customers who search for their products during this downtime.
Reprise Media’s own Joshua Stylman, Managing Partner, extols the Value of Persistence in search advertising in this article at MediaPost:
“The solution is maintaining a persistent search presence, sometimes referred to as an evergreen campaign. There’s little risk associated with maintaining this type of campaign: After all, you only pay when a qualified prospect clicks through to your site. It’s efficient and effective, allowing marketers to continually stay top of mind with their potential customers.
Furthermore, search engines reward campaigns for running over a long period of time. Performance history is a key factor in determining an ad’s Quality Score – the algorithm that Google and other engines use to set minimum bids for their keyword auctions. Consistent campaign performance can often lower your bid prices over time, making it even more economical to keep those campaigns active.”
Topics: Featured Item, SEM: Paid Search, Search: How-To |