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AdWords Campaign Management Needs Constant Care

Google-adwordsGoogle AdWords campaign management is a practice that requires regular time and attention to generate the highest click-through and conversion rates.

Even better, the discipline of tracking results and improving a campaign’s effectiveness and efficiency will often lower the cost per click. Higher conversion rates with lower costs result in a much better return on investment for the advertiser.

Consider it Google’s reward for using less of its inventory for your campaign and leaving more for someone else to spend money with Google.

Best practices start with dedicating time to campaigns at least weekly. Several times a week if not daily are even better. Why? Campaign results vary based on:

  • The time of year.
  • The competition from other advertisers for the same keywords.
  • The resulting cost of those keywords.
  • The resulting average position of the ads.
  • Thise leads to the resulting click-through and conversion rates.

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Stored in Online Marketing and tagged ,

Email Advertising Needs ‘Visible Impressions’ to Set Rates

Email Marketing
Email advertising may find new life by embracing the concept of visible impressions.

Visible impressions is a new online industry trend that says the value of an ad impression is based on being visible on a Web site without requiring the user to scroll down the page to see it. In other words, the ad appears somewhere at the top of the page.

The concept supports the branding part of online advertising. If the site visitor can see the ad, he or she may register the brand for future consumption. The visitor doesn’t have to click on the ad for it to have credible and measurable value.

But the concept faces a unique challenge in the email marketing environment because of low open rates and images that are blocked by email readers. (more…)

Online Marketing Budget is Money Well Spent

Local Search OptimizationAn online marketing budget is money well spent if it results in more profit, revenue and audience.

Many Web sites don’t spend a dime to market themselves. A small percentage grow large audiences if they have been around for many years, have a unique attraction or just work extremely hard at building eyeballs.

But even a small marketing budget can make a difference if it is developed carefully.

First, it is important to distinguish between a launch budget and a maintenance budget.

A launch budget is a separate amount of money dedicated to making the public or target audience aware of the new site. The marketing campaign usually begins on the day of the launch and continues for a matter of days or weeks.

The maintenance budget takes over after the end of the launch budget. Its goals include creating awareness for the site with audiences that weren’t reached with the launch campaign. More advanced elements of the budget target specific sections, features or audiences.

Second, we have to note the difference between discretionary versus non-discretionary expenses.

Marketing people would love to see the promotional budget treated as a necessary or non-discretionary expense. In reality, the promotional budget is one of the first items to be cut when profit and revenue misses start to loom.

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Efficient Website Management Pushes Profits Higher

Online profitThe website support ticket went to the vendor on Nov. 10. The answer came back on Nov. 17.

The ticket had a simple question, but the vendor somehow was so inefficient with customer service that it took an entire week to reply.

Efficient website management requires quick responses to problems, initiatives, changes in competition, new products, etc.

If a simple question requires one full week for an answer, both that site and that vendor have big problems with efficiency.

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Stored in Website Management and tagged ,

Social Media Tracking for Small Business Guides Time and Effort

Social media trackingTracking performance in social media accounts can range from a small effort to a big one.

Small efforts make sense for small businesses that simply don’t have the time, staff and budget to do any more.

They have to prioritize tightly to keep the business profitable and growing.

Various Web sites offer social media tools to track brand mentions. They join the legion of other tools that help with search engine optimization, ad campaigns, social campaigns, etc.

After a while, the number of tools, accounts, usernames and passwords becomes unwieldy. The cost for many of these accounts becomes painful. Even worse, some of those sites end up folding, in which case the tools and the data are gone.

How does a small business keep it simple? (more…)

Stored in Online Marketing and tagged , ,

Reading Ease May Boost SEO, But Common Sense Prevails

The reading ease of an article helps search engine optimization, according to industry rumor and some fairly valid testing.

No one likes to conduct business on the basis of rumor, but the underlying logic of the claim is sound.

If Google and Bing use the reading ease of an article as a factor in search engine results, it seems logical to do so because reading ease affects the visitor’s response to that article. (more…)

Stored in Website Development and tagged ,

How to Make Pay Per Click Budget Your #2 Marketing Priority

Takeaways

  1. Target more than 10% of site traffic for PPC.
  2. Track results and continuously improve.
  3. Set a pay per click ROI target that includes both ad costs and labor.

A site’s pay per click budget should be the second most important marketing priority after search engine optimization in part because it is the second biggest opportunity to gain audience.

Search engine traffic usually is and should be the largest source of audience for a site. It makes perfect sense to spend the largest amount of marketing time on search engine optimization to make sure those numbers are strong and keep growing.

Many sites don’t spend any money on pay per click marketing. They miss an opportunity to gain additional audience from niches that SEO doesn’t deliver. Others spend too much on their PPC budget.

What is the right amount? (more…)

Stored in Online Marketing and tagged
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