Efficient Frontier were proud to be sponsors of the 2009 IAB Engage for Search Conference this week in central London. This concludes the succession of UK Search Engine Marketing events that has dominated Q1. Credit without doubt goes to the IAB for putting together such a well organised event as well as attracting the cream of the London SEM Industry. The presentations from the conference are up for non-members to download for 7 days on the IAB website. IAB blogger Amy Kean sums up the conference nicely here and aptly entitled the Efficient Frontier presentation "You only find out who is swimming naked when the tide goes out". Jonathan Beeston, Efficient Frontier's spokesperson on the day presented five of the most common mistakes made by search marketers. The key mistakes advertisers should look out for are:
- Don't use campaign budgets to control your spend
- Take control of the adserving - don't use broad match for your biggest keywords
- Structure your campaign for the benefit of the ROI, not for the ease of management
- The Google Content Network gives good results - use it.
- Yahoo and Microsoft are not the same as Google. Use them and treat them differently.
If you are not a member of the IAB and would like a copy of Jon's presentation, please contact us on sales-europe@efrontier.com
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