Heading to the Online Marketing Summit and SES Accelerator in San Diego? I’ll be speaking in two sessions, so why not come on out? Learn more about the events on OMS website. Do You Have a Mobile PPC Advertising Strategy Yet? Location: Sapphire I Monday, February 6, 2012, 12:00 PM-3:00 PM Mobile technologies are changing our lives. Mobile shopping and search queries have experienced tremendous growth in just the past year, making it a prime opportunity to leverage for paid advertising. Advertisers can now target the fastest growing audience on the planet on their mobile devices and tablets across operating systems and mobile carriers. Learn how to integrate your current PPC strategies and forge ahead with new, powerful tips. Key takeaways include: • Learn how mobile search and ads are different • Current advertising options in Adwords • Mobile landing pages best practices and conversion tips • Conversion tracking options and KPIs • Future technologies to watch to keep your PPC on the cutting-edge Search Marketing Power Tools Set: SEO and PPC Location: Sapphire M Thursday, February 9, 2012, 11:55 AM-12:45 PM Whether you’re new or a long time search marketer, tools are critical for improving SEO and PPC efficiency, effectiveness and scale. The problem is, the web is flush with search marketing tools. Which are the best for you? This session will spotlight the most important tools to accomplish all aspects of your search marketing program from competitor and keyword research, on-page optimization, link building, landing page testing, web analytics, bid management and more.
I was recently quoted in an article on cioupdate.com. It’s part of an article by Pam Baker: Google Redefining ‘New’ with Google Instant
“Real-time search, another new Google product at google.com/realtime, is in its infancy and attempts to index our social interactions online,” explains Lisa Raehsler, SEM Strategy Consultant and programming committee chair at Minnesota Interactive Marketing Association (MIMA). She said that if Google can link conversations across Twitter using the ‘Full conversation’ link, they will be able to link conversations across different social networks. “This will likely be a data miners dream and a personal privacy nightmare.”
Check out the whole article for more insights on Google Instant search and other expert opinions on what’s next in search!
I’ve been on Web content strategy binge lately. I’ve been wondering if one way we can increase the effectiveness of our online efforts is simply have smarter copy?
MIMA to the rescue. I was thrilled when MIMA recently hosted a Web Content event featuring speaker Ginny Redish, author of the best-selling book Letting Go of the Words – Writing Web Content that Works. Redish focused on the concept of speaking to the site visitor and giving them what they need. Seems like a basic concept, but this is often lost on many marketing folks who put up websites.
Consider the difference between print and online content:
Print- Push Technology, you start the engagement with the customer.
Web- Pull Technology, the visitor starts the conversation.
If the visitor is starting the conversation and the average time spent on the homepage is 30 seconds, you have to capture their attention… fast.
Overall Tips for Web Content:
- Mesh your business goals with the visitors’ goals
- Visitor is not looking for a document, he is looking for information
- Don’t focus on YOU, how wonderful you are, your mission statement, etc
- Don’t put a lot of words on the page, put the right words on the page
- Respect visitors’ time: use short paragraphs, lists, visuals
Content Writing Tips:
- Use language appropriate to the visitor based on the target audience
- Heat maps show an F pattern is used when scanning content, so using bold headings and sub-headings to make it easier to scan and break up copy
- Change paragraphs to bulleted lists
- Put the main point first (inverted pyramid)
- Use personal pronouns
- Put yourself in the place of the visitor and consider questions the visitor may have, then get to the point with the answer
- Add links, if appropriate, to keep the visitor engaged on your site and to keep them from searching elsewhere
- Name links (and anchor text) in a way that the visitor will know what to expect when they click
- Find out what keywords visitors are searching for to reach your site and write with these keywords in mind
These tips are a great starting point for anyone wanting to optimize their website content. For the complete presentation, a video can be found: http://www.ustream.tv/recorded/858588
My friend Mike told me, “Lisa the blog is really entertaining, but I don’t really know much about search marketing. I’m just a programmer.” True, Mike. I almost forgot… I was too busy geeking out to ask you what you wanted. The Mavens were spewing CTR and ad networks and we haven’t written a back-to-basics for awhile. This is important since most of the clients we work with are beginners themselves. Much too busy running major brands, they leave it up to the Mavens to handle. And we appreciate that.
So Mike, this one’s for you.
Search Engine Marketing
Search Engine Marketing (SEM) is the practice of promoting a website through search engines like Google or Yahoo. Since there are millions of searches daily, it’s important that your website shows up in the search results when people are searching for you. Unfortunately, this isn’t as easy as it sounds.
When the search engines produce a results page (a list of web pages related to your search terms), they list the pages in order of relevancy, with the most relevant page appearing first, then the next, and so on. It’s desirable to appear near the top of these results to get the most traffic to your website.
There are paid and non-paid SEM tactics one would use to show up higher in the search engine results. You can see there are a list of web pages on left. These are called “organic results” (non-paid) because Google and Yahoo find these naturally while scanning the Web. On the right-hand side, you will see “sponsored links” (paid): these are ads that match up to your search terms.
Appearing in the search results, higher up on the page, using a combination of organic and sponsored listings is what search marketing is basically all about. See, that was easy. – Lisa
Online Display Advertising
Online display advertising consists of using ad space on websites to reach a desired target audience. Sites may include web portals, blogs, casual gaming sites, social networks, instant message applications, widgets, RSS feeds, and more.
The most common type of display advertising is banner ads. Banner ads typically come in standard sizes such as 728×90, 160×600, and 300×250 which refers to pixel width x height and are most often animated through Flash. For an extra serving fee, banners can also incorporate rich media functionalities which include interactive elements such as banner expansion, data submission, and gaming. Other types of display advertising include things like site skins (wallpapers), fixed sponsorships, and video.
Online display advertising is an important consideration as part of a media mix due to the exciting array of targeting and messaging opportunities and the fact that people are spending more and more time online. -Sarah
We have already outlined success metrics for online display and SEM campaigns, but will be getting back to the basics in future posts, talking about pros, cons, and opportunities within the SEM and online display industries.