Search for our products
| Do you know that ... | ||
|---|---|---|
|
||
| Keyword Fatigue? |
|
More and more companies are placing equal weight on their online and offline spend - however, this can lead to campaigns going stale. Here, we investigate the need to prevent keyword fatigue. PPC is now a multi million pound industry and has led to numerous organisations driving their sales successfully by using this short-term mechanic. The key to a good PPC campaign is of course ensuring that keywords are used throughout to ensure your site is found. What is becoming more and more prevalent in the marketplace however is the instance of "keyword fatigue". As with offline campaigns, the consumer gets used to certain key messages and whilst some marketers may argue that this has a subliminal positive impact on people, in that their brand is front of mind, and therefore more likely to be purchased, there are also negative aspects of this - and even more so online. Consumers searching for information or products online constantly change their search patterns and this can be dependant on a number of factors such as seasons, (for example we are now finding more and more people seeking Christmas ideas and activities as supposed to the beginning of the year when people are looking for ski-breaks or holidays to warmer climates). PPC campaigns have to therefore constantly monitor exactly what people are looking for and how they are searching. In this way, keywords can be refreshed to meet audience demand and this should be done approximately every six to eight weeks. Unfortunately, as the web is being used more and more in all of our daily lives, we are finding the instance of keyword fatigue increasing, in that campaigns are not being refreshed or monitored with any accuracy. Without implementing a good initial tracking system that measures your specifications it is hard to anticipate or monitor any potential dips in your campaign's activity. Hence keyword fatigue is on the increase and is something that, in some cases, is already leading to lose of sales and/or reputation for some online stores. As with the offline world, advertising online is all about grabbing the consumers attention, generating interest, meeting their demands and calling them to action. The beauty of the web and any online activity is the ability to accurately measure any marketing or sales campaigns which can lead to companies and large brands saving a lot of money and more importantly keeping the consumer happy. |
| Latest Skynews |
|---|