Three Paid Search Lessons Learned from Topeka Tourism Board
This morning I read a blog post titled " How Topeka Capitalized On Google's April Fools' Joke" . In my opinion the only company that capitalized on this was Google not Topeka Tourism Board . There were three big mistakes Topeka made in trying to cash in on the Google’s April fools prank. Hopefully, they did not lose a lot of money on this campaign and generated some awareness of Topeka. At least they got free placement on my blog. There are three lessons to be learned from their mistakes: Determine the goals of your paid search - What is the purpose of your Paid Search Campaign? Make sure you are not attracting a lot of unqualified clicks. In this case the purpose of buying paid search was not clear. Just because a high volume on a keyword was happening does not mean all that traffic is qualified for your business. Define KPIs before you start spending money - Figure out how you will measure success. In this case they did not have any way to measure success. They...