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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...
A good landing page is one that reinforces ‘conversion intent’ by providing enough information to persuade customers to convert, but most importantly it has to be relevant to the paid ad that the user has just clicked on.
When shoppers enter a very specific phrase, such as a make and model number of a product, it suggests a clear intention to purchase, and so the landing page has to send the searcher straight to the product page and make it easy to complete the purchase.
Has your relationship with your paid search agency soured? Are you in denial about bad service and performance, hoping that things will suddenly change for the better?
To mark the release of Econsultancy’s new Paid Search Agencies Buyer’s Guide, here are some warning signs that it might be time to take your paid search accounts to a more deserving agency.
Picture this, you've optimised your website and now rank in the top ten for all your major keywords, and first for several. Organic search engine optimisation (SEO) has really paid off.
So what now? Should you pack in the pay-per-click (PPC) adverts? After all, you probably only got them to increase visibility while you boosted the site's natural optimisation, didn’t you?
Think senior citizens aren't using the Web to research and buy products? Tim Pelton did. Tim is a sales manager for Bedco Mobility, a company that sells and services products such as wheelchair stair lifts in the Baltimore/Washington DC corridor. For close to 100 years, Bedco advertised in local newspapers and yellow pages.
But calls and leads were dropping precipitously.
Bedco has a website, but never attempted online marketing because the thinking at the company was that senior citizens just plain weren't online. Wrong. The 70-75 year old age bracket is one of the fastest-growing segments of the online population, according to the Pew Center for the Internet and American Life. In 2005, 25 percent of them used the Internet. Last year, 45 percent went online. Older surfers use the Web primarily for searches for things such as health information, e-mail, and buying products.
To loosely follow on from a previous post, it’s not necessarily advisable to ignore innovation and creativity under the current global economic conditions. However, when faced with this kind of negative environment, thinking up imaginative ways to engage with users through existing channels can sometimes become a bit stale.
Here, I’ve compiled a few different examples of relatively recent online campaigns that caught my attention through their resourcefulness and that follow six identifiable 'I's'.
One of the benefits of usability improvements is that they keep on delivering long after they are implemented, a compelling proposition for companies trying to make the most of their online traffic and conversions.
I regularly need to discuss the benefits of usability in the context of a specific company’s online business goals.
Running PPC and SEO campaigns in isolation from each other often means many learnings and advanced SEM tactics and techniques are being missed. This post looks at some of the ways your PPC campaign can inform your SEO strategy and vice-versa.
I was discussing the contents of a client's paid search adverts recently and discovered to my amazement that my customer did not consider the ad text to be particularly important.
She asserted the adverts were simply functional and that there was such little space to play with anyway that it did not really matter what the content was, people would click on it or they would not.
A quality landing page is one that reinforces ‘conversion intent’. To achieve this, you need to consider the mindset of your visitor and provide enough information to persuade them to convert, as well as taking care to avoid any unnecessary distractions.
I recently found this list by Online copywriter Nick Usborne, who we interviewed a few weeks ago, with seven tips for improving landing page headlines to increase conversion rates.
Here are a few of Nick's tips...
While discussing the type of sites Google does not like some people may think of the (allegedly) leaked quality rating guidelines that (allegedly) came from the search engine. However, Google does publicly discuss the type of site it dislikes.
There is a document in circulation in the search industry which people claim to be a copy of Google’s 2007 guidelines to their quality testers. Google does use humans to rate the quality of the search results. Google argue they do not use humans to change the search results.
No secret that performance-based advertising is dominating internet marketing. But brands are still trying to find the right mix for all those performance options, email, and a rapidly declining display market.
According to IDC research analyst Caroline Dangson, the display market contracted by 7 percent in Q4 of 2008, and will continue to see decreased spending until the end of this year. With this in mind, several brands are trying to find some balance for all the advertising options available.