The Trap of Being Everything to Everyone
Forget about being everything to everyone. It's a trap, especially in paid search. Bidding on every keyword under the sun is a perfect way to burn through your budget and fuel some displaced aggression from your CMO.
The Signals to Focus On
Instead, focus on THE SIGNALS:
- Search impression share - it's your North Star for HOW FAR you can go.
- Pipeline and closed deals - the ultimate gauge for WHERE you should go.
Marketing 101: Cutting Through the Noise
Here's the marketing 101 version of this... for everyone who keeps letting marketing fluff noise get you distracted.
1: Identify Your Top-Performing Keywords
Find the keywords that are driving conversions. These are your “chosen ones” - respect them.
2: Follow These Conversions to Pipeline
Conversions mean nothing without revenue. Also, give them time and measure properly - you are not a B2C transactional company, B2B!
3: Chase the Impression Share
Keep a close eye on your search impression share and adjust your bids & dailies. If a keyword starts to slip, cut it loose and invest elsewhere.
A Real-Life Example
One of our clients was spreading their budget thin across hundreds of keywords - just dipping a toe in each. We're talking about $100,000+ in ad spend. We helped them identify their top 30 ad groups that were driving 80% of their conversions. By focusing their budget on these keywords, we significantly increased their search impression share and revenue.
Conclusion: Narrow Your Focus
Stop trying to be everywhere at once. It's exhausting and ineffective. Narrow your focus, optimize for what's working, and watch your total inbound impact. Your sanity will thank you later. Why not, I'll thank you now..... "Thanks"
