Marketers ‘Must Do More’ to Create Search Ad Campaign Success

by Lucy Griffiths on 3rd June 2010

A search marketing expert has warned people using Google AdWords they need a strategy that goes beyond using the feature’s wealth of tools in order to achieve online success.

The executive editor of Search Engine Land, Chris Sherman, told readers that while campaigns using this application have been touted as easy to create and manage, to "push your advertising performance to the next level" requires more than just mastering a web programme.

Internet marketers who employ professional SEO services were advised to create tactics and strategies that would get promotions in front of a company’s "optimal target audience" and make them more compelling than competitors’ offerings.

Mr Sherman, who was executive editor of Search Engine Watch between 2001 and 2006, recommended a book by Brad Geddes entitled Advanced Google AdWords, which he said is a blend of advice on how to use the online marketing tool and how to complement it with alternative approaches.