expertSEM

According to comScore, more searches are executed on Google than on any other engine. This, coupled with the fact that their interface is so flawless, makes it a perfect resource to try out new techniques. Recently, I had a client tell me a particular brand was hot in Michigan, so, I proceeded to set up a geo-targeted campaign for this brand in Google only, put in some geo-modified keywords and ad copy, and played the waiting game. Two months later, I had three sales to account for my brilliant technique. Which got me thinking. Was I using the wrong search engine to target Michigan? So, using my client’s Index Tools log-in, I began breaking down which search engines were delivering traffic from which states. What I found was interesting. Google, Yahoo, and MSN had 3 states, NY, CA, and FL that all delivered high amounts of traffic, however, each engine had 2 or 3 other states that were delivering a good amount of traffic that were not similar. Therefore, by only taking advantage of geo-targeting in Google, I was missing out on prime sale opportunities in Yahoo! and MSN. My next step is to identify the most popular brands in each of these states to create the ultimate targeted experience.

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