Tom Skotidas, Head of Marketing for First Rate, is writing for Australia’s Marketing Magazine:
We all know how hard it is to consistently beat competitors at SEM.
The low barrier to entry doesn’t help. It is an uncomfortable feeling knowing that just about anyone with a credit card can become a search engine marketer.
The low barrier to creative isn’t that great either. Just when you think you have the best ad creative (i.e. the best 3 lines of text), a competitor goes and copies most of it, neutralising your advantage.
Even Quality Score is losing its competitive advantage, with Google offering automatic rotation of ad creatives based on click-through rate (a key quality score factor), and publishing of each keyword’s score along with several improvement tips.
There is however, one often ignored factor that can give search engine marketers an unfair advantage.
In his article Tom covers the following:
- The immediate benefits of a higher conversion rate
- The unfair advantage revealed
- How will CRR affect my Search Engine Advertising program?
- How to increase your conversion rate
You can read his article here: An unfair advantage in SEM.