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Search Marketing
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Paid Inclusion Beats PPC in Many Markets
Kayak.com i s a new search site, currently in beta pre-launch, that aims to provide Google-like objectivity, Amazon.com-like personalization features and an Overture-like paid search advertising model, for contentin the the travel sector (ClickZ News, 8-Oct-2004) MyWeddingFavors Shares Search Success Secrets From zero to 6-figure sales in less than a year - a small online retailer uses search optimization and heavy paid search marketing to drive big numbers and profits (ECommerce-Guide, 8-Oct-2004) Paid Inclusion Beats PPC in Many Markets Paid inclusion (now available only on Yahoo) is starting to look like a bargain, as the cost of pay-per-click advertising and bids continues to rise - well optimized pages can generate traffic through paid inclusion at a lower cost than PPC for popular search niches (ClickZ Experts, 4-Oct-2004) How to Budget SEM Into a Media Plan Guidelines for establishing an annual search marketing budget that takes into account the dynamic factors that affect the cost of search-based advertising, as well as the increasing importance and effectiveness of search marketing (ClickZ Experts, 1-Oct-2004) The Slimmed-Down, Toned-Up Jeeves Although it ranks only 5th in usage among search sites, Ask.com (Ask Jeeves) still offers a useful advertising alternative for search marketers, and the company in continuing to upgrade its technology and features to stay competitive (ClickZ Experts, 30-Sep-2004) Google Ad Policies to Be Publicly Expanded Google plans to publish greatly expanded editorial guidelines for web sites and advertisers, and while they won't please everyone (such as gun sellers and hard liquor dealers), at least the rules for acceptable content will be clearer to all (ClickZ Experts, 29-Sep-2004) Top Five SEO Design Mistakes Important search marketing principles that you should consider and build into the design of your Web site, illustrated and explained through 5 common mistakes, including search optimization as an afterthought, use of graphic splash pages, and a lack of focused content (ClickZ Experts, 27-Sep-2004) Google Gets Local in Canada Google has introduced Google Local Canada, providing local search results including business listings, maps, directions and related Web pages for Canadian geographical locations, along with locally-targeted paid search listings (ClickZ News, 23-Sep-2004) Overture's Shift to Default Broad Match Pay-per-click provider Overture is switching to matching search terms on a broad basis instead of exact matches by default, which will make it easier for advertisers to obtain more traffic, but at a higher cost (ClickZ Experts, 22-Sep-2004) SEM Budget Multipliers Tactics you can use to improve the efficiency of pay-per-click campaigns, such as expanding to multiple search engines, grouping Google search terms to increase relevancy, automated campaign bid management, and landing page enhancement (ClickZ Experts, 17-Sep-2004) Kanoodle Adds Paid Listings to RSS News and RSS feed aggregator Feedster will begin sprinkling paid text advertising throughout its search results, using listings from search service Kanoodle, and its ContextTarget pay-per-click product (DMNews, 17-Aug-2004) Optimize Keyword Density Without Writing Clunky Copy One of the most effective ways to improve search engine ranking is to enrich the body copy of your site's pages with keywords, aiming for an ideal 'density' of keywords on the page - here are some ideas for doing this, without creating unreadable content (DMNews, 13-Aug-2004) Combating the Rising Cost of Keywords Pay-per-click bid prices for highly competitive keywords may seem high today, but they are bound to go much higher as the market matures. Your best approach is to calculate ROI from the bottom up to determine what you can afford to bid and turn a profit... then go ahead and bid with confidence (ClickZ Experts, 9-Aug-2004) PPC Advertising Connects to Conversion Rate The more paid search bid prices increase, the more you need to improve your conversion rates in order to maintain return on investment and stay in the game - examples and calculations show why you should initiate a formal conversion enhancement process (ClickZ Experts, 9-Aug-2004) Show Wrap-Up Report for Search Engine Strategies: Portrait of an Industry Under Tremendous Strain Excellent report of main themes addressed at the recent Search Engine Strategies convention in San Jose, mostly focused on the impacts (on both clients and service providers) of the frenzied growth in search marketing over the past year - read before Aug.20 for free access to the complete report (Marketing Sherpa, 9-Aug-2004) Latest Search Engine Spam Techniques Search marketing services that 'guarantee' top-5 or top-10 ranking are dishonest and unethical, and this catalog of shady practices explains how their unethical methods work, so you can recognize and avoid them (and the likely penalties that come with) on your own site (SitePoint, 9-Aug-2004) Niche Target Market? Think Search! This case study shows how a small firm offering luxury vacation home rentals at a handful of properties finds that pay-per-click ads on Overture are the most effective (and only) marketing tools it needs to do successful online business (ECommerce-Guide, 6-Aug-2004) FindWhat.com In Canadian Yellow Pages Deal Yellow Pages Group (YPG), Canada's largest publisher of telephone directories and operator of Canada-specific search sites YellowPages.ca, Canada411.ca, CanadaTollFree.ca and the CanadaPlus.ca network of local city sites, will soon offer paid search advertising in partnership with PPC service FindWhat (Marketing Sherpa, 5-Aug-2004) Special Report: 3,007 Marketers Reveal Search Marketing Costs, Clicks, and Conversion Results More than 80% of businesses marketing online say both search marketing and paid search are either very effective or somewhat effective, they devote an average of 15% of their total marketing budgets (offline + online) to search, and they get best results using purpose-built search landing pages (Marketing Sherpa, 4-Aug-2004) Ask Jeeves Expands Local Search via Citysearch Aiming to keep pace with new local search offerings launched by Google and Yahoo!, search site Ask Jeeves is partnering with CitySearch to add local business listings to its search results pages (eWeek, 3-Aug-2004) Overture Launches Search Optimization Tool Paid search service Overture has launched its new Search Optimizer tool, which enables advertisers to optimize campaigns automatically based on business objectives such as cost-per-acquisition, cost-per-click, or return on ad spend (ClickZ News, 27-Jul-2004) Google AdWords as a Research Tool and Focus Group Google's AdWords pay-per-click service is a great way to acquire customers, but it can also be used as a research tool to improve your marketing: evaluate keyword performance to find out what prospects want, test offers and sales page designs (ClickZ Experts, 27-Jul-2004) SEO and Paid Search Campaigns: Share the Data! How to use information and intelligence gained through a paid search marketing campaign to identify opportunities and improve results in an organic search optimization effort (ClickZ Experts, 26-Jul-2004) Using Paid Search Engine Advertising for Better SEO Campaigns Examples of several unusual ways you can use pay-per-click advertising to imporve site design and conversion rates, by testing different page layouts, keyword phrases and linking structures (ClickZ Experts, 19-Jul-2004) IAB Issues New Research From Nielsen//Netratings On Branding Value Of Sponsored Text Advertising The Interactive Advertising Bureau's Search Engine Effectiveness Committee has released a new study showing that sponsored text advertising in the search environment is effective in lifting brand awareness (Interactive Advertising Bureau, 15-Jul-2004) |
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