Thursday, November 08, 2007

Pay Per Click in 5 easy steps

Pay Per Click success depends on 5 basic elememts:


Ad Copy

Destination URL’s

Organization - usually a single campaign broken down into multiple ad groups


Keeping everything highly relevant is the key to success in every stage of PPC



Tuesday, May 23, 2006

What Agencies Need to Know About Local

Seems advertisers are starting to think of the Web as a geotargeting tool...

What Agencies Need to Know About Local: "HT: Why is local intent so relevant?

GS: A person looking for a local retailer, entertainment outlet, or service business is often much closer in time to a buying decision, and their level of interest is greater. "Local clicks" very often represent better leads and convert better than general clicks. But a lot of local intent, such as users on AutoTrader.com or The Knot, is not tracked as such, so it's still a lot of guesswork on the agency's part.

local targeting options:

Major search engines' geotargeted ad products

Local newspaper, TV, and radio sites (some of which participate in networks) or news aggregators like Topix.net

Internet yellow pages sites (IYP) and local networks such as Centro

Vertical sites (e.g., travel, real estate, classifieds, moving, etc.)

Local or region-specific sites

Social networks or blogs

Geotargeting options through contextual and general ad networks and larger publishers

Pay per call in local directories
[And] I predict geotargeting on video "


Wednesday, April 12, 2006

AdSense competitors - alternatives to AdSense

Need an alternative to Adsense to monetise your gambling related site? I plan to try out a couple of these of the next few months to see how they perform. Shame on Google though for continuing to make money from ads which promote casinos, on line gambling etc despite this being clearly against their own T&C's. Their have been grumblings about this issue for the past couple of years..

New AdWords Gambling Policy Explained: "AdWordsAdvisor explains some of the details around Google's new policy of not show gambling ads."

The case that caused Google & Yahoo to aledgedly drop gambling related ads....Search Engine Journal � Yahoo and Google Sued Over Gambling Advertisements: "Fourteen search engines and content providers have been targeted in a lawsuit filed in California on Tuesday, accusing them of advertising internet gambling businesses, which are illegal in California if they are unlicensed." If the problem is just certain US states I am sure the search engines could find a way around the ruling without banning gambling ads for the rest of the world...

Anyway, here are the alternative ad networks that accept gambling sites...
AdSense competitors - alternatives to AdSense: "AffiliateSensor is almost as easy to use as AdSense. The text links are based on ClickBank products"


Thursday, March 23, 2006

Interview with Josh Siegel of Yahoo Publisher Network (YPN) - Sugarrae

Looking for an alternative to Google Adsense? Check out this Interview with Josh Siegel of Yahoo Publisher Network (YPN) - Sugarrae: "Interview with Josh Siegel of Yahoo Publisher Network (YPN)" for the lowdown.

The article covers ad targeting, publisher's interface, how to optimize ads performance.

Yahoo Publisher Network YPN is only available in the States at present

Specific recommends include:

Place ads above the fold, in non-banner format

Create ad appearance based on ad placement...inline listings perform well when they are blended in with content. Ads in a banner placement perform well when they stand out to

Target the ads on your site to your audience

Keep close track of your site performance, especially when experimenting with ads


Tuesday, March 07, 2006

MSN AdCenter Primer for New Users

Intro to MSNs new ad program MSN AdCenter Primer for New Users: "MSN AdCenter Primer for New Users ...Intro to AdCenter and comparison to AdWords"


Monday, February 20, 2006

MSN adCenter updated

Major Updates to MSN adCenter: "Updates to MSN adCenter...MSN has announced this morning that based on feedback from a crop of beta testers, they have made some major updates to the interface that will reduce campaign setup to a four-step process. They've also updated the demographic information display to make it easier to quickly see what targeting will be most effective for a campaign"


Double-Digit Growth Continues in Paid Search

Double-Digit Growth Continues in Paid Search: "Double-Digit Growth Continues in Paid Search...

Paid search ads continue to grow at a staggering pace according to Nielsen//NetRatings' AdRelevance unit with both Google and Yahoo reporting that they served significantly more sponsored search ads last month than they did in August. Google reports a 14% increase, with their ads totally more than 41 billion listings. Yahoo served a little more than half that amount with a little over 23 billion ads. Yahoo's numbers represented a 21% increase though, showing significantly more growth than Google.

...It's important to note that the number of ads shown is growing at a faster pace than search itself, making it clear that the growth is due to increased interest from advertisers rather than increased search inventory."


Thursday, February 09, 2006

How to Use PPC with Affiliate Marketing Programs

How to Use PPC with Affiliate Marketing Programs: On weblogs...."in black and white, every site I was advertising on, every keyword I was using, etc. They called the biggest referrer, a site I was paying to place ads on, and cut their own deal. They created their own PPC campaigns based on the highest converting keywords.

They cut me right out of the loop. It hurt. It hurt real bad. I remember that I had to go and get a 'real' job because I had stopped working altogether because the money was so good.

The next campaign that I did, I was smarter. I used a redirect on my server to bounce the traffic from my site to the merchant's site.

Here is how you do it. You want to do a 301 Permanent Redirect. For more information see our comprehensive article on 301 Redirects (members area). Here is an example.

I would create a PPC ad or a text ad and send the click to www.mydomain.com/bluewidget/ and since I don't want the user to go to a page that they can't order on, I do a 301 Redirect that send them from /bluewidget/ to www.merchant.com/?affid
Here is how it would look in the HTACCESS file:

# Redirects (from site path to URL)
Redirect 301 /bluewidget/ http://www.merchant.com/?affid

Sometimes, if it is a big merchant, or one that also does SEO, or one that might use their affiliates as a way to do market research, I will bounce the redirect across two domains instead of one. Or, another option is to use IP Delivery to serve the merchant a different page. For example, if the merchant tries to view the /bluewidget/ page, it automatically redirects to their site so they know you are doing a redirect. However, if you use an IP Delivery system, it will detect their IP and since it is on your list, it will serve them a plain HTML page which is a 'dummy' landing page all about their product. No one sees this page but them. It is a little sneaky, but it protects your work from unethical merchants.

Affiliate Marketing is one of our biggest revenue generators. Don't let your hard work fall into the wrong hands. Protect yourself and your business. Use the 301 Redirect in all of your affiliate campaigns."


Sunday, January 15, 2006

Microsoft Plans Launch of Search Ad System - Forbes.com

Microsoft Plans Launch of Search Ad System - Forbes.com: "Microsoft Corp. plans to launch its system for selling advertising alongside regular search results by June in the United States, giving the company its next piece of ammunition in the battle with rivals including Google Inc. and Yahoo Inc.

Microsoft has been testing its ambitious new platform for selling all kinds of online advertising, called adCenter, since last spring. Right now, the company said about 25 percent of the sponsored links that accompany regular search results on its MSN Search site are from adCenter, but that will grow to 100 percent by the time the company's fiscal year ends in June...

Microsoft currently outsources the job of providing such sponsored links to a Yahoo Inc. subsidiary, Overture Services, although the contract between the two expires in June.

Microsoft has admitted that it originally missed the boat on the hot field of Internet search, preferring instead to outsource the job to others. The company, whose search engine is the third most popular after Google's and Yahoo's, is now rushing to catch up.


Tuesday, October 18, 2005

Online Gambling, health adwords

Online Gambling, making a living betting online: "Online Gambling" and health related keywords amongst the highest cost followed by travel keywords.


Sunday, October 09, 2005

pixel ads - the next big thing in internet advertising?

SEO Expert, Brad Fallon: "If you haven't heard about pixel ads yet, not to worry. Soon, they may be everywhere.
Pixel ads may be the next big thing in internet advertising. Unlike not killing bunnies for money, or selling crumpled pieces of paper, pixel ads actually make a lot of sense.
Let's say you'd like an ad on the home page of a web site that gets half a million unique visitors per month. On one such site, for example, a 166 x 200 pixel ad, goes for $1,500 per month. And that's the smallest ad you can buy.
But what if you could have an ad on that page for only $50 a month? I say that would be a great ad, even if it was much smaller.
What if you could buy an ad that was only 10 x 10 pixels (like one of the squares at the top of this page)? Then, you'd be there in front of all that traffic at a fraction of the cost.
At $1,500, you'd be paying $.045 per pixel. At $50 for a 10x10 ad, that's $.50 per pixel, around ten times more"


Saturday, October 08, 2005

Google's adword ad for blogging help - Google Search

blogging help - Google Search: "New - Google Blog Search
Google's search engine specifically
for blogs - Fast, relevant & fresh.


Wednesday, October 05, 2005

How to Test AdSense versus Yahoo! Publisher Network

Step-by-step guide to using PHPAdsNew to rotate AdSense and YPN ads on your site, posted by Barry Schwartz posts at SE Roundtable:
Dynamically Delivering AdSense & YPN Ads on Rotation: "it is against the terms of service to have YPN & AdSense showing on the same page. The only legal way to test both AdSense & YPN against each other is to have them show randomly but not overlap each other....I heard this can be easily done using PHPAdsNew, which I currently use on this site anyway. So that means you can now take advantage of the site targeting option by Google AdSense to get your ads on this site."

Click for "How to Guide on Setting up PHPAdsNew to deliver YPN & AdSense Ads dynamically"


Tuesday, October 04, 2005

David Naylor � DaveN � Yahoo! Overture Bid Jamming

Naughty tricks and shenanigans department - get one over your main keyword rivals....Yahoo! Overture Bid Jamming David Naylor : "So what is bid jamming its something you can do in Overture(oops Yahoo search marketing). Bid jamming is when you raise your bid amount to just a penny below the top bidder ..

Bid Jamming : Ok, you pick the keyword you want to bid on and find that :

#1 is 25 ( what they pay is 5.01 ) <- silly boy !
#2 is 5 ( what they pay is 4.51 )
#3 is 4.50 (these guys pay .10 )

but you want to play in this keyword. So if you bid 24.99

#1 is 25 ( what they pay is 25.00 )
#2 you 24.99 (but you pay 5.01) <- Bid Jamming
#3 is 5 ( what they pay is 4.51 )
#4 is 4.50 (these guys pay .10p )


Friday, September 23, 2005

Paid Local Search Market to Triple in 2006

DMNews.com: "Christine Blank The paid local search advertising market will nearly triple to $907 million in 2006, according to research firm Borrell Associates. In its annual study of the local online ad market, Borrell Associates also found that spending on local search will far outpace spending on local online display ads. Local search advertising is expected to reach $4.07 billion by 2010, accounting for nearly half of all local online advertising.


Tuesday, September 20, 2005

It's not the method, it's the message...PPC problems

It's not the method, it's the message...: "pay-per-click problems are almost always a failure of the message, not a failure of the method.
In other words, pay-per-click is, in fact, an effective means of advertising. When pay-per-click campaigns fail, it's very rarely because there's a problem intrinsic to pay-per-click. It's usually because the message of the ad is wrong, or the targeting of potential buyers if off.
There's an interesting article today in the Cincinnati Post that explores this concept on a broader scale."


Thursday, September 15, 2005

MSN AdCenter review

MSN AdCenter review: "MSN AdCenter review"


Eight Skills for Entry into SEM

Searching for a Career Eight Skills for Entry into SEM: "By Jim Hedger

There are however a few basic skills required beyond knowing one’s way around Dreamweaver.

Eight skills needed for entry into the SEO or SEM sector. (Ed. Note: In order of Jim’s perceived level of importance.)

First of all, this might seem a bit basic but knowing how computers work is fairly important.

Second, good search marketers are comfortable working with a wide range of software in order to perform a wide range of services on a client’s website or account. In their first week, new SEO or SEM practitioners will be asked to work with spreadsheets, spider tracers, rank checking tools, client management tools, bid management tools, and other pieces of software designed specifically for the search marketing industry. The ability to intuitively work one’s way through new pieces of software is highly valued by employers

Third, search marketers should have a slightly better than average command of the English language, even if they are marketing to non-English speaking users.

Fourth, a person looking for an entry level position in search marketing should possess well developed interpersonal skills.

Fifth, a strong working knowledge of how ISPs work is important

Sixth, search engine marketers need to have and maintain a high level of web design skills.

Seventh, search engine marketers need to be able to think like traditional marketers

Eighth, search engine marketers need to be efficient researchers.

One of the most compelling reasons to cultivate a career in the search industry is that it provides a front row view of the immense economic and intellectual forces that are rapidly changing the ways the world works. Over the past decade, the Internet has rewired the planet, allowing skilled workers from any part of the globe to participate in an economic system that can stretch anywhere wires, radio or satellite signals do. Google, Microsoft and Yahoo are literally changing the ways we communicate and these changes are coming more rapidly and affecting more people than any other evolution in human history. In one short decade, we have seen the major search engines replace venerable institutions and communications networks that served countless generations before ours. This is the ground floor; the elevator can only go up."


Wednesday, September 14, 2005

Pay-Per-Call Cranks Up

Pay-Per-Call Cranks Up: "When most marketers think about search advertising, the pay-per-click model immediately springs to mind. But that could change if pay-per-call advertising takes off.
According to a report from the Kelsey Group, pay-per-call advertising - search advertising that generates phone calls rather than clicks could generate as much as $4 billion in revenue by 2009.

Benefits of the PPCall model for the local marketplace include:

PPCall potentially addresses the millions of small businesses that rely on the phone for leads and sales.
PPCall is less susceptible to fraud than clicks and is more transparent to local businesses.
PPCall helps "close the loop" in tracking offline consumer buying behavior "


The Purpose of Pay-per-Click - Part Two: Long Term Campaigns

The Purpose of Pay-per-Click - Part Two: Long Term Campaigns Jennifer Laycock WRITES ABOUT: "the reasons that long-term campaigns can be beneficial. While the reality is that most pay-per-click advertisers are already running long-term campaigns, many of them haven't really thought through what the purpose of their campaign is...

pay-per-click marketing isn't just about setting up a campaign and letting it go, it's about understanding the many ways that you can use PPC to your advantage and then launching the type of campaign that makes the most sense for your business. After all, if you're not even sure why you're running a campaign, how will you make sure that you are running it well?

Long Term Pay-Per-Click Campaigns

Long term pay-per-click campaigns are setup with no end date planned. Usually, they are set up either by a company that doesn't have the time or knowledge to put organic search marketing in place, though quite often they are setup to supplement organic search marketing efforts. They are designed to serve as an on-going source of sales or leads and tend to grow over time as new phrases are added.

Primary Search Marketing Effort

The easiest to understand, and most common use of long term pay-per-click campaigns is to drive ongoing sales and leads to a web site that is not using any other type of search engine marketing....are beneficial in driving more traffic to a site, they tend to be one of the most expensive forms of search marketing because they have no residual effects. They end as soon as you stop paying for them

Competing on Highly Competitive Phrases

This type of campaign usually covers fewer words and phrases than ongoing sales campaigns, but still run with no planned end date. Campaigns are setup to fill in the gaps in an organic search campaign, often for phrases that a site simply isn't capable of ranking for organically...Unskilled PPC advertisers can find their wallets quickly drained as they are forced out of the market

Creating a Balanced Search Presence

One of the most effective types of long term PPC campaigns are those that are run concurrently with a well executed organic search marketing campaign. These campaigns are often setup to fill the gap on competitive phrases that might be difficult to rank for organically, but often are also used to create a double presence on a search results page. Marketers that view PPC as a part of a larger search marketing effort tend to see stronger results for lower costs than those relying solely on one type of search marketing. Studies show that about 40% of searchers will click on a PPC ad and about 60% will click on an organic listing, so companies that create a balanced mix of both listings stand a better chance at getting their site in front of more customers.

PPC as a Branding Tool

Studies show that more users are turning to search engines as navigational tools, meaning that they'll search for a brand name rather than guessing a URL. Companies that lack a presence in the PPC ads for their own products may be missing out on potential customers. Additionally, having your brand name ad show up for the right generic phrases is a great way to brand your business.

The beauty of PPC ads is that impressions are free. That means that rather than paying for impressions like a company would for a typical banner ad, they pay only for any actual visits. This sometimes means that advertisers pay less than a banner ad would cost while reaching a highly targeted audience


Tuesday, September 13, 2005

The Purpose of Pay-per-Click - Part One: Short Term Campaigns

www.searchengineguide.com: "The Purpose of Pay-per-Click - Part One: Short Term Campaigns By Jennifer Laycock

Short term pay-per-click campaigns are ones that are setup with an end date in mind. They might be one-time launches, or they might be campaigns that are turned on and off over time for different reasons. Either way, the goal of these campaigns is usually to supplement other forms of marketing and not to serve as an on-going source of sales."

Campaigns goals could include:
"Seasonal sales
Jump start a new campaign
Keyword testing before organic campaign
Testing sales messages"


Thursday, September 08, 2005

New study shows companies STILL don't get SEM...

New study shows companies STILL don't get SEM...: "I've written time and time again about the need to get past things like rankings and traffic in order to look at what really matters in a search campaign. Namely...sales and profits. A new study released this morning shows that most businesses still don't get it.

A full 4 out of every 5 search engine marketers have the evaluation of their performance tied to some search engine marketing metric.
1 out of 2 search engine marketers are evaluated on website traffic volume and/or top search engine ranking.
4 out of 10 search engine marketers are evaluated on ROI or total sales generated by their search engine marketing efforts.
Just 1 to 2 in 10 search engine marketers are evaluated on offline results generated by their search engine marketing efforts.

Until folks start to grasp the idea that conversions count and traffic really doesn't, most companies will fail to really see the full measure of results that they could be getting from their campaigns.

The white paper written as a result of the study is available online at the iProspect site: Search Engine Marketing Studies including keyword research: "iProspect's Search Marketer Performance Study (August 2005) "


Monday, September 05, 2005

Online Advertisers Turning to Pay-Per-Call - Forbes.com

Forbes.com David Koenig writes: "In pay-per-call, keywords also are auctioned. But instead of a link to click, the ad directs the user to the telephone. In one version, the user calls a special number that is forwarded to the advertiser's regular phone. In another, users type in their phone numbers and get a return call from the merchant. Either way, the advertiser is billed for the referral.

America Online Inc. and smaller Web portals have partnered with a pay-per-call pioneer called Ingenio Inc., whose investors include eBay Inc. and Microsoft Corp...

The Kelsey Group, a market-research firm based in Princeton, N.J., projects that pay-per-call will become a $1.4 billion to $4 billion industry by 2009.

That would roughly parallel the recent growth of pay-per-click advertising, which jumped from about $100 million in 2000 to $3.1 billion last year, according to Jupiter Research....

Advertisers may believe fraud is less likely with calls because they get a person on the other end of the line. Ingenio says it uses other safeguards against fraud, including not charging advertisers for suspiciously brief calls or repeat calls from the same number.

Still, pay-per-call has its limitations.

Although businesses that now rely heavily on the phone and Yellow Pages ads might embrace it, the large national advertisers will still prefer clicks, said Jupiter analyst David Card...

Laver also believes that Verizon's sales representatives, who know local businesses from years of selling Yellow Pages ads, will give it an advantage over Internet-only rivals such as Google and Yahoo Inc. Neither offers pay-per-call, although Yahoo says it is studying it.

Greg Sterling, an analyst at Kelsey, said Verizon's entry will give pay-per-call more legitimacy and prompt similar support from other phone companies that, like Verizon, already produce print directories.

And for merchants, it's about dealing with the familiar telephone rather than the mysteries of the Internet.

"The adoption curve will be fast because it's not something that has to be explained," Sterling said. "People get it pretty quickly.""


Saturday, September 03, 2005

Yahoo! Search Marketing - On Target

Yahoo! Search Marketing - On Target: "Yahoo! Search Marketing announced earlier this month that it is expanding its partner programs to smaller search marketers and web professionals who manage or refer clients to Yahoo! sponsored search campaigns. This enhanced offering is known as the Marketing Alliances Program, and it provides a variety of options for businesses that want to earn recognition and cash commissions for referring clients to Yahoo! Search Marketing products."


Friday, August 26, 2005

Paid Search: Who Really Is On First? - 08/25/2005

MediaPost Publications - Paid Search: Who Really Is On First? - 08/25/2005 by Robert Murray: "It amazes me that there are people out there who still believe the myth that paid search is simple. It's not. In fact, it's downright complex -- and getting more so every day. If the rules aren't changing, the players are. If the players aren't changing, the playing field is. If the field isn't changing, the tools are. So who really is on First?

From keeping up with the major players and their rules, to accommodating expanding keyword volumes, to understanding the role of technology, paid search is a complex game with one constant: Things are changing all the time.

So what's a marketer to do to stay in the game? Here's what you need to consider:

Playing Field The playing field is ever-evolving. There are currently three major auction platforms (Google, Yahoo!, and AskJeeves) with MSN launching soon. While they are all keyword auctions at the core, each one has different nuances.

Keyword Volume Expansion As keyword prices continue to rise, marketers are continually forced to expand their keyword set in search of cheaper conversions..

Role of Technology Further still, there's the role of technology and its impact on the outcome of the campaign...bid management tool...

Conc: the game of paid search is complex and changing daily. For marketers, understanding the components of paid search and the changes taking place is critical to staying in the game and remaining competitive in this arena. "


Tuesday, August 23, 2005

SEM Advice from InfoSearch CEO

iMedia Connection: SEM Advice from InfoSearch CEO: "iMedia: What are some of the biggest challenges for SEM firms and online advertisers?

Steve Lazuka: One of the most significant challenges for legitimate search engine firms is overcoming the fact that a lot of online businesses have been burned by small SEO firms that over promise and under deliver. There are many smaller operations out there that use deceptive practices that give the whole industry a bad name

iMedia: What are marketers doing wrong with SEM?

Lazuka: The biggest mistake marketers are making is not doing their homework before choosing a firm. Check their Better Business Bureau record. Call their clients. Find out what techniques they use to drive search engine traffic to your site.

If they do anything besides basic page optimization and writing great content, they are probably crossing the line when it comes to what the search engines allow you to do, and it could cause your site to be penalized.
A top-notch SEM firm can make or break your business, so spend some time doing a little research before making a decision.

iMedia: What are some of the biggest misconceptions about SEM?

Lazuka: One of the biggest misconceptions in our space is that there is a magic formula that will help your site rank to the top of the search results. Many low-budget search firms encourage this belief since they want people to believe there is a lot of magic going on behind the scenes to justify their high pricing and hide their poor results from their clients.

The truth is that it's not rocket science. The search engines want relevant, comprehensive and useful information ranking in their search results. All you need to do is give it to them and you will be rewarded with traffic.

Great content is incredibly important for online businesses. Quality content builds trust with visitors, keeps them coming back to your site, and also generates free search engine traffic. The result is more traffic that converts at a much higher rate."


Wednesday, August 10, 2005

SuperPages Rolls Out Pay-Per-Call

SuperPages Rolls Out Pay-Per-Call: "Verizon SuperPages.com has unveiled a new pay-per-call offering, and is calling the product a "huge" component of its local and national sales strategy for online marketing products.

The offering, dubbed "Pay For Calls," works in a fashion similar to other pay-per-call services in the market. It applies a dedicated toll-free or local telephone number to each ad. The number rings through to the advertiser's regular phone line.

Local marketers will pay from $2 to $6 per qualified call, depending on the business category. The company estimates 80 percent of its small business advertisers will be interested in the product."

SuperPages is also focusing a great deal of attention now on enhancing its appeal to local marketers. Last month, the company said it had begun placing campaigns with Google and Yahoo! on behalf of its small to mid-sized business clients....

Superpages.com Tries on Agency Hat: "Verizon SuperPages.com's local PPC advertisers have increased their local budgets to levels beyond what can be spent in its own network. Rather than turn them away, the company places their campaigns on rival PPC networks.... "


Monday, August 01, 2005

DMNews.com | News | Article

DMNews.com | News | Article: "By: Jon Waterman Findology

You like the traffic youre getting from Google and Yahoo, but you would like to see more. Where do you go?

The second-tier pay-per-click search engine industry has gotten its share of attention from the public markets and from private investors lately, and for a reason. For years, these second-tier companies like Miva, Enhance, Epilot and Findology have provided quality traffic to advertisers sites, filling the need for wanted inventory....

Though Google and Yahoo continue to lead the pack, they are limited by the traffic that they can provide to their advertisers. The second-tier pay-per-click search engine industry fills that void."


Sunday, June 05, 2005

Overture presentation: Travelocity's first £10K PPC test

"Travelocity is now one of the largest online travel agents globally - but at its UK launch in 2001, the company had little marketing and minimal budgets. Sales volume needed to be increased within a very tight CPA.

Travelocity carried out a successful test with Overture in early 2002 with a £10K budget.

Today, sponsored search is the single most important sales driving marketing channel – and PPS budgets have continued to increase in proportion to the overall marketing budget.
In some months as much as 50% of total online bookings can be attributed to search marketing."


Saturday, June 04, 2005

Branding Engagement Via Search Marketing

ClickZ Experts on Paid Search Strategies: "By Kevin Lee...The Internet and search engine new-user tide has virtually dried up in the U.S., according to a Nielsen report, which states the unique visitor growth rate is nearing zero. Yet the number of pages viewed per person is growing rapidly in certain verticals, indicating a shift in online media consumption. Clearly, as the percentage of time spent online grows and the percentage of time spent with other media drops, traditional marketers will follow direct marketers online (including to search marketing)."

Lee asks: "Which metric is right for search, once a marketer extends a campaign beyond obvious keywords that relate to the brand?" and "how brand marketers should approach search."

Lee concludes: "The key is the search ad isn't the complete ad message. It's only the beginning of the ad experience, even if the ad isn't clicked. When the ad is clicked, the experience continues at the marketer's site. If you're a brand or integrated marketer building media models that measure the true value of advertising and even predict the success of ads used in conjunction, consider measures of brand engagement. Audiences and consumers often regard advertising as content, your content.

This holistic view takes the idea of media beyond ad delivery to ad and branding message consumption. Consumption of marketing messages over time is more likely to generate emotional response. As marketers, that's what we want... learn how to apply holistic media models to their campaigns and look beyond immediate conversion to a more realistic picture. Consumers build purchase preferences over time for many products and services, not merely at the last search touch point before purchase."


Saturday, May 28, 2005

Web Analytics Industry Confronts Cookie-Deletion Trend

E-Commerce News:Jupiter Research study on cookie deletion struck at the heart of the Web analytics industry. Released in March, the report said 39 percent of Web users acknowledged deleting cookies at least once a month, with smaller but still significant numbers eliminating them from their computers daily or weekly.

"The tempest caused by the Jupiter Research report showing widespread deletion of cookies was not surprising considering how important cookies are to tracking Web users. Without them, data on how many unique visitors a site was getting could be called into question, which in turn casts doubt on marketing moves and other decisions based on that data...

Jupiter's Petersen said the solution shows that the Web industry is seeking creative alternatives to the cookie dilemma. For his part, the analyst believes the best long-term solutions will be those that are "user-friendly" and "describe to the consumer what the site is trying to do and why." "


Sunday, May 22, 2005

Create New Pages for PPC Search Landing Pages

www.clickz.com : "Create New Pages for PPC Search Landing Pages By Kevin Lee - Pay-per-click search's control is a gift. By not exercising that control, you hand it to your competition. ...10 reasons your existing Web site may be completely wrong for your PPC search landing pages...

Call to action.
Offer testing
Domain name

Concludes: If you didn't set aside a separate budget or additional internal resources to take your site beyond what's necessary for organic SEO, look closer and imagine the characteristics of the perfect landing page for each power keyword in your campaign. If those landing pages don't exist, create them.


Saturday, May 14, 2005

Keyword Prices Up In April

Search Ad Prices Up In April: "The average price for search ads increased 11 percent during the month of April. In March, the average keyword cost $1.75; in April, it was $1.95. That's according to the Fathom Online Keyword Price Index (KPI)...Seasonal trends caused some fluctuation in ad rates, though Fathom often advises taking advantage of off-season rates."

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