1. To make a Web site search engine friendly, find relevant keywords. Use search terms that are popular with your potential customers and not terms that your competitors may be using.
2. Include misspellings, alternate terms, languages and verbiage of your target audience in your meta tags. Optimize for various forms of nouns, verbs, tenses and plurals.
3. Ensure the bids you are placing on keywords do not extend higher than the consumer's spending value. You may rank high with search engines, but your campaign could potentially produce a negative return on investment.
4. Search engine marketing is still an emerging medium and as such the market has room for new entrants. Advertisers on top of search engines today may not be there tomorrow.
5. Paid and organic search should be used in conjunction with each other to gain the most value out of your search engine marketing investments.
6. Prior to launching a paid search campaign realize they require a significant amount of time and monitoring. Ensure you have carefully evaluated your budget and time constraints.
7. Paid search campaigns should link visitors to a landing page the keywords have specified. Avoid buying cheap terms and redirecting to an unrelated product's page.
8. Carefully monitor your pay-per-click expenditure to determine if it is producing a positive return on investment. Tracking click data closely will aid in preventing malicious click fraud attacks.
9. Besides pay-per-click campaigns other paid search techniques include pay-per-call; advertisers pay for each call received from a toll-free number on an ad on search engines.
10. Analyze your paid search campaign's copy. Create test groups to determine what works best with each engine. See if capitalization, pricing, and word choice make a difference.
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