After embarking on a new paid search or SEO campaign, you’re probably eager to see results. Most likely, you have the urge to Google brand terms and keywords to see where you rank and to review the content.
This common impulse to search yourself is actually doing more harm than good. Furthermore, taking it upon yourself to do a personal search does not accurately measure your internet marketing campaigns.
Personal Searches Are Bad for Business
As you probably know, clicking through your ads costs money. If you check your ads daily via search engines, you could be spending over $500 a year on personal searches.
Moreover, most keywords and campaigns will have an impression share of less than 100%, which means your ads aren’t always displaying because of budget and bidding factors. By regularly searching your business ads, you’re taking away the chance of a potential customer to see your campaign or company. To add to this, conducting a search can increase the demand of particular terms for paid search and SEO.
Self-Searching Provides Inaccurate Results
The search results that appear after a personal or keyword search will not produce proper results. If searches yield favourable results, these could be far different that what others see, even those in the same geographical location.
Based on your search history and other factors, Google will know what you’re interested in. Therefore, when you enter in keywords or your company name, Google will automatically show you results about your business. Search engines do not know you work for your business, the results are based on demand and click-through-rate.
Results can be altered even if you avoid clicking on them. Google will soon recognize that you ignore ads and will stop displaying them for you. Thus, Google ads will stop appearing, even though others can still see them. This is a direct result of searching yourself.
Opening an incognito window and conducting a search still impacts results. Although Google does not store search data within an incognito window, the sites you visit do.
Predicting Your Customers Takes Experience
It’s evident that customers make spelling mistakes and enter in natural or question-like phrases into search engines. The chances of people searching for your exact keyword and converting is slim. Marketing specialists with advanced knowledge of paid search and SEO are able to decipher data and identify terms your customers are typing in. For this reason, it’s difficult to reproduce a realistic result in Google search, unless you’re an experienced Marketing professional.
Achieving Goals that Matter
Ultimately, doing a self-search is not an accurate way to check-in on your campaign. Agencies that encourage this search behaviour are optimizing for vanity terms that won’t get any real traffic or generate any real revenue.
At Pump Interactive, we focus on the number of unique leads driven to our clients. Our internet marketing campaigns are targeted towards this end goal. When our clients have been successful, we feel we have accomplished our job.