06 11th, 2010| 
Google has residual memory of most recently used search terms. This memory influences the sponsored results generated by the next few searches (usually up to 2-3 pages.) For example, search for Online ERP on Google. Read more… »
The Google Content network has been around for a long time. And sometimes it generates better leads than the search network. Here are a few tips-n-tricks that I use to drive up my conversions. And I can tell you, these simple tricks work very well.
- Clear Message: People have less than a second to glance over your ad. So keep the design easy to understand and the message clear.
In search engine marketing, you have to pick your battles very carefully. Sometimes concentrating on SEO makes more sense, other times you have to spend your money on paid search advertisings. The table below gives a break down on these two tactics.
SEO |
Paid Search ads |
|
| What is it? | Search Engine Optimization optimizes your website for higher organic rankings on search engines (Google, Yahoo or Bing.) | Pay-per-click or banner ads that go through Google Adwords, Microsoft Adcenter or Yahoo Search Marketing platforms. |
| How resource intensive is it? | A SEO strategy can be resource intensive task, especially for a SME. | Paid search advertising requires nominal effort only. |
| How quickly can I see results? | Results are slow (from weeks to months)
SEO listings can take a few weeks to materialize. A full SEO campaign can even take a year to be fully realized. |
Almost instantaneously (within days)
Search advertising can take a day to be setup and go live. But, once you turn ofF your budget, your ads are gone. |
| How well can I target my audience? | Broad Targeting
Organic searches are hard to target to a specific audience. |
Specific targeting
Ads can be targeted to specific demographics, geographics, time-of-day, negative word filtering, etc. |
| How much does it cost? | Higher startup, but low monthly costs.
Startup:
20% for monthly maintenance. |
Medium startup, but high running costs.
Startup:
200% for monthly advertisement costs. |
| What are the involved steps? | Spans your marketing, sales, and perhaps technical team. Some of the steps involved are:
|
Only requires a few marketing personnel. Some of the steps involved are:
|
| Do I need to hire external help? | Yes, better to get an SEO consultant SEO is a very complex and rapidly changing field. It’s best to hire someone who has current market knowledge. |
Good to have, but not necessary
Paid campaigns are easier to run and master. But if you don’t have the analytical marketing team then hire a PPC expert. |
| Summary | SEO is a good overall lead-generation tool.
It CAN NOT be used for a specific campaign. SEO takes longer to trickle through, but the investment pays off with a brand image. Visitors trust organic searches more than paid listings. |
Search ads are good for specific campaigns that have a start and stop date.
You CAN NOT build a brand using search advertising. It will just be too expensive and eventually break your bank. PPC advertising has a life span of your budget. Turn off the budget, you lose your ad traffic. |
Landing Page Elements
A landing page is a simplified version of your website that showcases a single product or service. The web visitor comes to a landing page from an external site (i.e. Google.com) and is enticed to try or buy your offer. A good landing page only focuses on a single message with a goal. This goal can be a download, registration, trial or a buy action.
This is a continuation to the blog entry from a few days ago where I compiled a comparison matrix between the two advertising platforms. Read more… »
What is LinkedIn DirectAds?
DirectAds is the LinkedIn® version of Google AdWords. The new service was launched in July 2008 by the company. They provide a simple interface and some degree of audience targeting. Jack Chou has written a good blog about this.
Read more… »
