Tips from Real Simpleâ€™s marketing director.
At the Circulation Management Conference and Expo, held in Chicago last month, Real Simpleâ€™s marketing director Kim Miller gave a series of tips on maximizing search engine marketing.
Miller optimizes and refreshes Real Simpleâ€™s paid search words on at least a daily basis. When the title came out with its Weddings offshoot, Miller and her team began bidding on related words and can now see an average of half a million pageviews each month as a result. Millerâ€™s team on sister publication InStyle.com bought keywords related to Princess Diana during the summer of 2007â€”the 10 year anniversary of her deathâ€”and generated 250,000 page views in a very short amount of time by tapping into consumer demand.
But, perhaps more importantly, Miller talked about what doesnâ€™t work. For one, paying too much for words. Miller says you should pay between 10 to 30 cents per click. If your site is primarily a content site, monetized by advertising dollars, â€śYour SEM campaign CPM shouldnâ€™t be more than the ad CPM you charge for those site pages. If certain words are driving your campaign cpm up, kill those words to optimize your campaign.â€ť