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UK firms have been increasing their investment in paid search and SEO over the last 12 months, though lack of internal resources is the biggest problem affecting the success of search marketing.
These are some of the findings of the Econsultancy Search Engine Marketing Benchmark Report 2010, sponsored by Guava, which is based on a survey of more than 500 client-side digital marketers and agencies.
A common problem for running search campaigns in niche industries is the typical low volumes of data to optimise against.
However, it's not just restricted to areas such as B2B, but also applies to long-tail campaigns where some keywords might only get triggered a few times a day.
If you want to do online marketing well, you need to get the basics right, and few things are more important than writing effective landing pages.
With the election in full flow two members of my team at Net Media Planet, John Hillman and Matthew Ncube, decided to monitor the main political parties’ PPC activity.
Here’s their take on where the three parties have all been going wrong.
Chicago Steak Company had a problem that many online retailers share. The steak and seafood seller offers high quality products at impressive price points. But if you haven't noticed, a lot of companies sell steak online. Looking to drive traffic toits web site, increase visitors and reduce the cost of customer acquisition, Chicago Steak found its single Google AdWords campaign lacking.
The brand needed help both identifying and managing larger amounts of keywords. Finally last year, it started working with a third party to help make its search strategy more granular. The result? Lower costs per acquisition, boosted traffic to the company website and increased conversions. I spoke with Matt Crowley, the company's vice president, to find out how they did it.
Attendees at marketing conferences are often looking for concrete advice, and this morning at Search Engine Strategies New York, they got some.
Google's analytics evangelist Avinash Kaushik had some clear tips for PPC purchases: go after the long tail.
We have all heard about the long-tail of search marketing. And odds are that even if you have not intentionally implemented such a strategy, you are to some extent utilising broad or phrase match keywords, thus capturing a long tail of varyingly relevant searches.
Long-tail keywords are phrases that are not often searched for individually, but in aggregate can create a sizeable opportunity. And with increased user sophistication and complexity of queries, the opportunity grows larger.
Remember back when the credit crunch was new? Every other blog post, including a fair few of mine, urged firms not to lose faith in online marketing, not to hack at their search engine marketing (SEM) budgets or lay off members of their online PR team.
I still think it’s important to hold marketing nerve. If you are to grow your business then a successful marketing strategy is essential and budget cuts are not going to help.
However, as the country shudders its way out of a historic recession, achieving an estimated 0.1% of growth in the last three months of 2009, it’s time to face facts. Your money need to work harder.
What's "infinite email ROI"? Nick Carter, marketing and sales manager for ValuePetSupplies.com says it's making tens of thousands of dollars in revenue from a email campaign that cost him nothing. Literally nothing.
So we caught up with Nick to learn how he's regularly squeezing up to 7,000 ROI from his email campaigns, and made them 451 percent more efficient than paid search marketing. He told us, and also shared some pretty provocative thoughts on how coop ad dollars could be better used if re-allocated to online marketers and the vendors that serve them.
The amount spent advertising online has finally exceeded that amount spent on TV promotions. So, if you're planning to dedicate more marketing money to the web platform, where should you spend that cash?
People are spending more online, both shoppers and advertisers. That means your customers are on the web but it also means your competitors have upped their game.
So you probably plan to increase the amount you spend, but where should you spend that cash? Should you boost your email marketing or ramp up your paid ads?
Ed Stevenson is the European MD of Marin Software, which provides paid search management technology for advertisers and agencies.
I've been talking to Ed, who is also a guest blogger for Econsultancy, about his predictions for the paid search market, and the impact of the Microsoft / Yahoo partnership...