Yahoo! helps pay per click advertisers reach audience

Good marketing is like bread for salespeople. Being able to reach your target audience is of utmost importance. Communication with customers has to be smooth and well-executed. Your business depends on customers. If you require an essay about marketing, consider learning about types of essays. Essays can be structured in many different ways, but all of them tend to be quite small in length. But a well-written essay can tell the reader about the most important aspects of marketing. Writing content is vital for marketing: website pages, ads, brochures, etc. Marketing texts should be mistakes-free as misleading texts may lead to sales drop, so using professional writing help is common among marketers.

Yahoo! has launched three new targeting products for brand and performance marketers that are created to help in getting to the audiences that matter most when advertising through its pay per click platform.

One of these new products is Search Retargeting, which provides advertisers with the ability to target display advertising based on user search activities.

Enhanced Targeting is designed for search advertising and includes demographic targeting within search and ad scheduling, while Enhanced Retargeting enables advertisers to offer dynamically generated display ads throughout the Yahoo! Network based on user activity on the marketer’s site.

“Yahoo!’s new targeting products significantly improve the ability for search and display advertisers to reach their target audience, providing increased pay per click efficiency and accountability,” commented Michael Walrath, senior vice-president of the Advertising Marketplaces Group at Yahoo!.

Last month, Yahoo! reported $1,806 million (£1.26 billion) revenue for the fourth quarter of 2012, amounting to a one per cent decrease in comparison to the same period in 2011.

UK retailers not paying attention to email marketing

7) Good marketing is like bread for salespeople. Being able to reach your target audience is of utmost importance. Communication with customers has to be smooth and well-executed. Your business depends on customers. If you require an essay about marketing, consider learning about types of essays. Essays can be structured in many different ways, but all of them tend to be quite small in length. But a well-written essay can tell the reader about the most important aspects of marketing. Writing content is vital for marketing: website pages, ads, brochures, etc. Marketing texts should be mistakes-free as misleading texts may lead to sales drop, so using professional writing help is common among marketers.

UK retailers are not paying attention to simple measures with their emails that could help increase click-throughs and online sales, it has been suggested.

According to the dotMailer.co.uk annual benchmark study Hitting the Mark, 71 per cent of those companies involved in the research did not use a personal greeting, which is proven to significantly increase open rates.

Meanwhile, just 29 per cent asked for relevant interests when signing people up so that they can target emails more effectively.

“Many of the best practice guidelines outlined in the report are very easy to implement and by making these simple changes and improvements, retailers can start seeing some incredibly positive results,” said Tink Taylor, dotMailer’s business development director and a member of the Direct Marketing Association’s Email Marketing Council.

The top performer in the study was Marks & Spencer, with H Samuel in second.

Richard Rushing, recently writing for Email Insider, suggested that focusing on value can help win over non-responders to emails from companies.

Email marketers should put themselves in consumers shoes

To build a strong foundation for an email marketing campaign a company should imagine themselves in their customer’s shoes, it is suggested.

Steve Adams, writing for Online Media Daily, says companies need to plan before jumping into email marketing.

He recommends firms ask themselves what kind of information would get attention and make people open, read and then act on the messages.

Mr Adams advises companies to ask whether their customers would want coupons or special promotions and whether or not they would want valuable information they can use.

He also asserts that assembling an email list can be a positive step.

“In addition to name and email address, think about other information that could help you target your email campaigns,” Mr Adams adds.

Earlier this month, dotMailer.co.uk claimed that retailers in the UK are not using simple measures in their email marketing campaigns that could increase click-throughs and online sales.

It revealed that 71 per cent of the companies it looked into did not personalise their emails.

Email marketing to become tougher

Email marketers will have their work cut out next year as potential customers find their inboxes flooded, a new report has suggested.

Online marketing experts predict that people may well be put off opening messages because of the amount they are receiving.

“On average, we expect open rates, click-through rates and conversion rates will decline in 2009 as subscribers’ inboxes are flooded with bad email from marketers trying to stay afloat,” said Morgan Stewart, director of research and strategy at the company.

He said that this should be a warning for online marketers that if they want to communicate through email, “it will be more important than ever to deliver relevant, timely information to customers in a way that honours the individual preferences of each subscriber”.

Research published by the Advertising Standards Authority (ASA) this month claimed that email advertising, along with search marketing, made more regulation breaches than any other form of online marketing.

However, the industry as a whole was found to be adhering to the self-regulatory rules.

SEO for longtail keywords ‘positive for e-commerce’

To stay on top of new search trends and bring more traffic to a website, a company should look to the longtail phrase and relevant content to attain visitors, it is claimed.

Jan Riley, writing for Practical eCommerce, says a longtail phrase is a series of words people use to begin a search and they “can be very revealing for e-commerce”, particularly when words are identified that hint at intent.

She cites what she believes to be notably good examples of longtail phrases in “orthopedic dog bed large” and “antique Tiffany diamond engagement ring”.

“The qualifying words like ‘orthopedic’ or ‘antique’ and ‘engagement’ indicate a clear understanding of what they want,” she asserts.

Ms Riley advises putting aside one hour a week to research keywords until a long list has been formed, which should then be edited without mercy.

Practical eCommerce was established in 2005 and it looks to help smaller businesses perform online.

Posted in SEO |

SEO becoming increasingly important for marketers

Microsoft’s recent launch of new search engine Bing could be set to shake up the world of internet browsing and certainly gives marketers using online advertising something to think about.

In her blog for Forrester, Shar VanBoskirk suggested that the new tool, which replaced live.com last week, could change the face of search, having a massive impact for marketing professionals.

She predicted that Microsoft’s current eight per cent share of searches will grow, meaning that marketers will need to buy search advertising through Bing as well as Google and Yahoo.

Ms VanBoskirk also forecasted a change in the approach to search engine optimisation (SEO).

“Instead of Bing showing all sites that match the search engine’s algorithm, it will show just three results for a given ’subcategory’ related to a search,” she explained.

“This means SEO strategies will adjust in order to optimise web content for select subcategories, rather than select keywords only.”

Given that a recent survey by Forbes revealed SEO to be one of the most important and effective tools for marketers when aiming to secure conversions, the launch of Bing could be particularly important.

Researchers questioned senior marketing executives during February and March of this year and found that when it comes to digital media spending for the coming months, 40 per cent of respondents planned to devote more of their budget to SEO.

The findings of this report echo earlier results from Econsultancy and search agency Guava, which found that SEO is the area where companies are most likely to be investing more money in 2009, with 55 per cent of respondents to the online survey saying they expect their budgets for this to increase.

Scott Guthrie, corporate vice president of the Microsoft Developer Division, recently highlighted the importance of getting SEO right.

“A non-trivial percentage of Internet traffic to sites is driven by search engines, and good SEO techniques can help increase site traffic even further,” he wrote in his blog.

“Likewise, small mistakes can significantly impact the search relevance of your site’s content and cause you to miss out on the traffic that you should be receiving,” Mr Guthrie explained.

He said that common errors, such as broken links from a page, poorly chosen titles, descriptions and keywords, large amounts of viewstate and multiple URLs leading to the same content, are usually easily fixable.

To that end, Microsoft have launched the first beta of the Internet Information Services Search Engine Optimization Toolkit, which allows firms to analyse SEO on a website and identify and fix any issues.

Looking ahead, marketers are going to have to increasingly look at incorporating video into their websites, as this is set to be hugely influential for SEO.

With broadband increasing in availability and lowering in price, video has seen huge growth in recent years and Google is ranking pages higher in its news section based on the presence of the media on a website.

Posted in SEO |

PPC adCenter advice given

Even during the current economic downturn pay-per-click advertising is continuing to grow and there are various tips marketers can take advantage of to improve the total return on investment (ROI) on Microsoft adCenter, it is said.

Writing for Microsoft adCenter, Jeremy Lamothe suggests: “Adding or updating negatives helps to eliminate low quality clicks and minimise costs that impact your ROI.”

He also advises bidding on all keyword match types in the same ad group to help increase impressions, clicks, cost per click and click through rate.

Mr Lamothe asserts that if marketers include 20 keywords per ad group or less this enables ad copy to be more relevant to the user based on their search query.

He adds that testing ad copy with adCenter is also advisable “as the demographics are different with Live Search”.

Marketers can pay on a cost-per-click basis and import search campaigns by signing up to Microsoft adCenter.

Yahoo! launches new display ad service

Yahoo! has launched a new display ad service designed to help small and medium-sized businesses reach their target audiences.

The service, known as Yahoo! My Display Ads, claims to offer “powerful geographic, channel and demographic targeting capabilities”.

Advertisers are given a choice of some 800 ad design templates which they can then customise through a self-serve interface.

Joanne Bradford, senior vice-president for North America revenue and market development at Yahoo!, said: “This new solution provides an affordable and accessible option for businesses to run brand and performance campaigns that reach the local audiences that matter to them most.”

Meanwhile, a broadband expert has suggested that the internet has now effectively become the fourth utility after electricity, gas and water.

Edd Dawson, managing director at broadband.co.uk, said the web is already seen as “essential” for many people but is likely to become an even more prominent feature of daily life in the coming years.

Improve Adwords clickthrough rate – CTR

By improving your click-through rate (CTR) you can improve the cost-effectiveness of your Adwords campaign. or the percent of users that have actually clicked your ad with a certain purpose. Higher click-through rate leads to a higher Quality Score – a rank used by Google for grading your AdWords keywords and advertising groups. The higher your Quality Score is, the less you have to pay for better ad positions.

These are some 10 steps which you can use for improving the click-through rate of your online advertising campaign:

Include promotional offers, attractive adjectives and call-to-action to your ads.

People are more likely to click your ad if it mentions a special promotion, such as free shipping for instance. Words such as “save”, “easy”, “new”, and action-urging phrases such as “buy it now”, “book it today”, and “call now” often lead to a higher conversion rate (turning users into direct consumers of a product or service).

Include your keywords in the text and the heading of your AdWords ad.

The keywords that people use when doing a Google search appear in bold when they are found in some of the results, displayed by the search engine. People are more likely to click an advert in the advertising spot if it contains a keyword they have already looked for as part of their query.

Include price into the Pay-per-Click ad if you sell a product or service at a preferential cost.

This could not only inspire people to look for further information on the issue by clicking your ad, but could also result as an aftermath in a better conversion rate of the site.

Choose keywords that are as closely related to your product or service as possible.

If they are not, the chance of people clicking on your ad is smaller. For instance, if you sell vinegar produced of red wine, but your key words are just “buy”, “red” and “wine”, you cannot expect good conversion. People looking for “buy”, “red” and “wine” are more likely looking to buy the perfect bottle of wine than for your vinegar. You should send the right message so that your chance for conversion is bigger!

Use negative keywords to limit your non-targeted visits.

Let’s say that you sell only brand new cell phones. You wouldn’t like your ad to be displayed to people looking for second hand cell phones. In order to avoid this, you should include the phrase “second hand” as a negative keyword.

Simplify your ad.

If there are too many words in your ad, people won’t be able to read it. You should try to reduce the text in a way that won’t harm the integrity of the information and the message you want your product to communicate. You should totally avoid captions such as “click here” or “visit this link”.

Make the words in the displayed URL larger in order to make them legible.

If you are a distributor of Swiss chocolate and your site is wesellswisschocolate.com, you should input the URL in the following manner: WeSellSwissChocolate.com. People are more likely to click on your ad if it clearly indicates what it sells.

Test different types of ads.

Texts, banners, local business, different keywords, different layouts, will help you identify the features of different ads that generate the highest Clickthrough rate. Once you have this information, you will be able to focus on the right use of these features in a complete and integrated AdWords advertisement.

Get rid of abbreviations.

You should use abbreviations only if they are obvious for your target group. Marketing experts could abbreviate words to fit them into a certain ad. But by doing so, they decrease the chances for the mass user to understand what the ad is about, which, in turn, reduces the users’ desire to click on the ad.

Opt for the use of headings, related to the season, even if what you sell is marketable all the year round.

This could increase the feeling of “healthy anxiety”, as I call it, and make the users act now, while they still have the chance. If your company sells smiley-shaped cookies and it is close to St. Valentine’s day, your caption could be “Buy Smileys for St. Valentine”.

These suggestions, far from exhausting all possible ways for improving your WordAd campaign, are some of the best practices that should be considered in creating an online advertising campaign, using Google AdWords in particular.  Feel free to add any information that I may have missed in the comment section below.

Pay per click advertising vs SEO

In spite of spending most of my time doing website search engine optimization (SEO), I do admit that the Pay per click advertising (PPC) service has its place in the online marketing. PPC has certain advantages when used side by side with SEO services, especially in the following cases:

New web sites

I have mentioned this before too – on many occasions you can get faster result from Pay per click ads, and this is the reason why you might want to use it upon launching brand new websites, because the extremely important Link Popularity, a key factor in Search Engine Optimization ,takes much longer to gain momentum.

Seasonal sales or special offers

If you have products that you need to get rid of fast such as last moment reservations for plane tickets or concert tickets, or if your warehouse is full of items, with approaching expiration date, pay per click advertising is a good way for offering a fast online bid instantaneously. And the good part is that you can remove the offering from the online space the moment it gets outdated.

Geographical location or profile targeting

Most online advertising networks are set to target users in special geographical zones. Facebook’s Pay per click network, however, allows you to target users based on certain criteria from their profiles. For instance, if a use’s Relationship status is “Engaged” he or she is an appropriate target for vendors of wedding dresses or accessories.

Testing

PPC advertising is a good way for testing people’s feedback on different page layouts, various selections of texts, pictures, etc.

Highly competitive phrases

As we all know, the number of positions available at the top of the search engine results is limited. And if you are targeting highly competitive key words and phrases, and your competition has optimized their website really good, you might have to use Pay per Click for making your site visible. This is often the case with small local businesses that are trying to compete with bigger-scale national businesses.

Content Management Systems and online stores

Most of the Content Management Systems and online stores produced lately are SEO-friendly enough, still you can bump upon helpless cases. And regardless of what product names you insert, or how you embed them in the pages, they simply won’t be ranked well by search engines. I advise such sites to be made with SEO-friendly software, however, it is quite possible that you lack either the time or the money to do this. In such cases the PPC service comes handy again, at least until you manage to reprogram your site with a suitable software.

Where did the organic results disappeared?

The increasingly blurring boundaries of the “universal search”, which displays results such as Google Places, YouTube videos, Images, etc, pushes organic results to the bottom of the page. Pay per click advertising can display your site upper on the page, where more clicks are generated.

Control-obsessed customers

Sometimes it is hard to convince your clients that they should use certain key words in the texts of their pages because this is required for good Search Engine Optimization. Instead they they might simply want to put a large image on the page without any text whatsoever. In such cases, PPC is the only way you can drive decent traffic to the website.

Bing and other similar platforms

Although you might find it hard to believe, there is life outside Google. And even if you are doing really well in Google’s SERP (Search Engine Results Page – the listing of web pages returned by a search engine in response to a keyword query), you might still be lagging behind in Bing. This is why the use of Pay-per-Click advertising through Bing adCenter is a good way to make your website visible in the Microsoft network. Especially given that Microsoft has lately been testing integrating its advertising network into Yahoo!.

All things considered, Pay-per-Click advertising and SEO optimization are not rivals, they are simply two strongly efficient strategies that could be used simultaneously for achieving a really successful and convincing online marketing campaign.