Search Engine Marketing: Missteps to Avoid

Paid Search Misstep #1: Not tuning creative. “Each search engine is different, and each keyword is different, so each keyword ad should therefore be unique,” said Lee. Too often, marketers will buy many relevant keywords, but use the same ad for all of them. If an electronics merchant buys the keyword “camera,” the ad copy for that keyword should be distinctly different from the ad copy associated with the keyword “video camera,” he said.