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p Because search engine marketing is changing at an incredible pacenbsp; , new opportunities are constantly arising ndash; which makes search engine marketing (SEM) more difficult for marketers to keep up-to-date withnbsp; . nbsp;Recently, PPC Summit survey 3,500 past attendees to gain valuable insight on where search engine marketers feel they need additional training and educationnbsp; .emnbsp;/em/p
pAccording to survey respondents, the topics that Search Marketers want to learn more about to improve their ROI are :/p
ul
li PPC Optimization (ex- Google AdWords)nbsp; /li
linbsp;Creating a cohesive paid search, organic, and social media strategynbsp; /li
li SEO (Search Engine Optimization)nbsp; /li
/ul
pWhile Search Marketing and Search Engine Optimization remain strong revenue drivers for online marketers, Social Media is rapidly moving up in importance. With social media sites like Facebook (em500+ million users)/em, LinkedInnbsp;em(70+ million users)/em, Twitter (em106+ million users)nbsp;/emand YouTube (em300 million accounts)/emnbsp;all securing their justifiable placement in the marketing mix, SEM specialists have to be on top of their game in order to keep up.strong/strong/p
pstrongISSUE #1 ndash; Pay Per Click Campaign Optimization :/strongnbsp;The goal in pay per click marketing is to write compelling ad copy that directs prospects to your site or landing page and then entices them to sign up or buy your product/service. Easier said than done, right?br /strongembr /nbsp;The survey found that over 80% of search engine marketers felt they needed to focus on improving their PPC campaigns bynbsp; :/em/strongemnbsp;/em/p
ul
liImproving their Quality Score. One way to improve your Quality Scorendash;and pay less per clickndash; is by properly using header tags/li
liUtilizing Website Optimizer amp; Google Analytics: Paying more attention to your analytics and constantly analyzing your cost-per-customer can really help your results./li
liFine-tuning Google AdWords PPC strategies: Save time and optimize your AdWords campaigns with the AdWords Interface./li
/ul
pstrong/strongnbsp;strongIssue 2: Integrating Search Marketing amp; Social Media/strongnbsp; strong:/strongnbsp;Your customers are on Twitter, Facebook, LinkedIn, YouTube, and more.strongnbsp;/strongIncorporating these social media sites into your marketing mix is a must in todayrsquo;s SEM world.strongnbsp;/strongUse Social Media Marketing to complement your paid search and organic marketing strategy and reach a broader audience./p
pstrongemMore than two-thirds of Survey Respondents ranked ldquo;Integrating Social Media with Search Marketingrdquo; in their top three priorities. Here are some quick tips:/em/strongemnbsp;/em/p
ul
liIncorporate Keywords. Use keywords in your account names and all SMM communications ie. SEO blog postings, Tweets, Facebook updates, etc/li
liDevelop Quality Content. This is critical in attracting quality prospects through the Social Media Channel./li
liSocial Media Time Management. Streamline your communications with automation tools./li
/ul
pstrong Issue 3: SEO (Search Engine Optimization)nbsp; :nbsp;/strongWe have heard from attendeesndash;countless timesndash;how they invested so much time and money on creating a fabulous SEO campaign, but in the end conversions were low due to poorly structured websites or landing pages./p
pstrongem Over 80% of respondents told us they needed to improve their SEO effortsnbsp; You can start by:/em/strongstrongem/em/strongstrongemnbsp;/em/strong/p
ul
liCreating Appropriate Site Architecture. Customers should be able to find what they are looking for on your site in a click or two. If itrsquo;s more than three clicks, then you shouldnbsp;re-think your site structure and messaging./li
liUsing Tools Many SEO Experts Use. Utilize the industry leading tools like:
ul
liSEOMoz nbsp;ndash; full complement of SEO tools, to check backlinks, PageRank, keyword research amp; density etc./li
liGoogle Webmaster Tools ndash; research search queries, keywords, crawl rates, backlinks, diagnostics, internal linking, robots.txt, etc./li
liSEOTools for Firefox;/li
liWordstream nbsp;ndash; keyword research amp; management./li
/ul
/li
/ul
pYou can learn more about these challenges and how to solve them at the upcomingnbsp;stronga class=wp-caption title=Register Now for Search amp; Social Media Success – Save $400.00! href=http://ppcsummit.com/?editltr target=_blankPPC Summit Presents: Search amp; Social Media Success/anbsp;/strongconference. We built a brand new three-track curriculum based on the results from this attendee survey. On Sept. 21-22 Marketing Professionals will gather in Los Angeles to hear from an impressive line up of experts in SEM/SEO/SMM who will share their top strategies tonbsp;aincrease search and social media marketing ROI.br //a/p