Online Advertising ROI: 3 Useful Metrics

Online advertising ROI or return on investment is a major consideration for anyone focused on response rates more than branding.

Online advertising ROI
Acquisition is the top goal. It can be in the form of registrations, transactions, ad views, etc. © Promise Media

Online advertising ROI or return on investment is a major consideration for anyone focused on response rates more than branding.

Response and branding are the two primary benefits of any advertising campaign.

Online ROI is difficult to track for branding because the results are not always immediate or directly measurable if the goal is brand awareness or offline sales. Continue reading “Online Advertising ROI: 3 Useful Metrics”

Use AdWords Geo Targeting to Keep Budgets Lean

Advertisers will find that AdWords geo targeting is a great way to focus their efforts on niche audiences and use limited budgets efficiently at the same time.

Advertisers will find that AdWords geo targeting is a great way to focus their efforts on niche audiences and use limited budgets efficiently at the same time.

Just about anyone can have a good reason to use the geo targeting capability.

A small local advertiser may care only about reaching people within a single zip code or a few nearby zip codes.

A somewhat larger advertiser such as a car dealer may want to reach an entire metro market.

Regional advertisers of course might want to focus on multiple metro markets or entire states. Continue reading “Use AdWords Geo Targeting to Keep Budgets Lean”

CPM Advertising Costs, Examples and Strategy

CPM advertising is a pricing model based on cost per thousand ad impressions.

CPM advertisingIt places a consistent payment rate on the number of times the ad is distributed, whether online or through traditional media.

But the rate does not depend on whether the campaign produces clicks, leads or sales.

In traditional media, a CPM advertising campaign tracks the distribution of the ad to print readers (newspapers and magazines), travelers (outdoor billboards) and broadcast viewers or listeners (radio, network TV, cable TV). Continue reading “CPM Advertising Costs, Examples and Strategy”

Email Marketing Best Practices: Quality Wins Over Quantity

Email MarketingBest practices in email marketing begin with one simple rule: quality wins over quantity.

Quality matters more than quantity in two important ways. The quality of the subscriber list is more important than the quantity of the list. The quality of the email content is more important than the quantity of it. Continue reading “Email Marketing Best Practices: Quality Wins Over Quantity”

Start Email Marketing Strategy with Single Goal

An email marketing strategy should start with a single goal in mind for the sake of focus and simplicity.

Email newsletter marketing tipsAn email marketing strategy should start with a single goal in mind for the sake of focus and simplicity.

The best-selling business book “Good to Great” was largely about the success of companies that stayed focused on their well-defined mission.

An email marketing strategy may not have a “mission” like a business, but it should have a goal that defines the benefit to the business. Continue reading “Start Email Marketing Strategy with Single Goal”

External Link Building Still Helps SEO Strategy

External link building is an online marketing strategy that boosts search engine optimization for a site, although it has lost some impact in recent years.

External link building is an online marketing strategy that boosts search engine optimization for a site, although it has lost some impact in recent years.

In the earlier years of online publishing, Google in particular looked on external links to a site as a “vote” in favor of that site. If people were linking to the site, it must be good, right?

Unfortunately, it led to abuse. Some sites built external blogs that they developed mainly for the purpose of creating back links from that blog to their site. Other sites secretly bought links. Continue reading “External Link Building Still Helps SEO Strategy”

Watch Email Marketing Open Rates for Customer Insights

Email marketing open rates offer great insights into newsletter clients and what kind of content they want to receive.

Email marketing open ratesEmail marketing open rates offer great insights into newsletter clients and what kind of content they want to receive.

Highly variable open rates will reveal a great deal about client preferences. Highly stable open rates will reveal very little.

For anyone new to email marketing, the open rate is the number of subscribers who open the email that is sent to them. Even if they open an email, it doesn’t mean they will click on anything. Average open rates across multiple industries are usually around 20 to 30 percent. Continue reading “Watch Email Marketing Open Rates for Customer Insights”