Search listings have significant branding impact - study
Occupying the top of organic and paid search listings can not only pay off in terms of performance marketing – it can also have a big impact on consumers’ perception of brands, a new study has found.Conducted by eyetracking firm Enquiro Research, the tests discovered “a significant correlation” between search marketing efforts and brand affinity, brand recall and purchase intent.
Email Marketing: Making Bacn not Spam
Dela Quist looks at why 40% of subscribers to an email database may not open a single message they are sent for six months or more.
He says this is not necessarily a bad thing as they are ‘unemotionally subscribed’ – they still want to receive messages from you but are not in a position to take up your offer today.
Online ad spending up 40%, overtakes direct mail
The IAB’s online ad spending figures for the first half of the year are out, and show a gain of 41.3% to a half-year record of £1.33bn.
Online now accounts for just under 15% of the total ad market in the UK and could reach £2.75bn this year, according to the group.
It passed £2bn for the first time last year.
TescoCompare.com - is it any good?
Tesco's new financial price comparison site was launched by the supermarket giant last week as it moves into a market dominated by confused.com and moneysupermarket.com.
Google plugs in green car initiative
Google has announced a philanthropic initiative aimed at reducing carbon emissions by popularising electric-powered cars.
Part of the google.org philanthropy project, RechargeIT is offering $1m to think-tanks looking at ways to drive up use of electric and hybrid vehicles.
Newspapers team up to tempt advertisers
America's top three newspaper publishing companies are looking to team up to offer advertisers a one-stop clearinghouse for buying online adverts.Gannett, McClatchy and Tribune want to form a single gateway, codenamed "Open Network", with the intention of challenging the big three portals - Yahoo!, Google and Microsoft - which command the greater share of advertisers' spend.
Viewers call the Super Bowl ad shots
Chevrolet and Doritos will buck the trend during the commercial breaks for the Super Bowl on February 4, airing advertisements produced or influenced by their customers.Winning the Bidding War on Google Adwords
You can win a short-term bidding battle on paid search networks like Google Adwords by being smarter than your competitor. But you may not be able to win the longer-term war – that may be out of your control.
Quality-based bidding systems help with bidding wars since there is less transparency on prices bid and they give alternative ways for you to win.
So for quality-based networks, your position will be boosted if you follow any or all of the following techniques...
New paid search guide for client teams and agencies
We've just published our mega-comprehensive Paid Search Marketing (PPC) Best Practice Guide, which is going to help a lot of you to finesse your PPC strategies.
Understanding different types of keyphrases for PPC success
The majority of search queries consist of more than word - over the past decade searchers have gradually increased the amount of words per query, from 1.2 in 1998 to 3.3 in 2006.
Partly, this is because there is more noise to cut through on search engines like Google and Yahoo. But it is also about savvier searchers, finessing their query to return the most relevant results.
If you are running paid search marketing campaigns you need to understand how search queries indicate propensity to convert, and customer value.
Figuring this out can make a big difference to your return on investment from PPC campaigns...
Social media: the best and worst of 2009
Email marketing: six steps to improving customer engagement in 2010
Web 2.0
Graham Charlton
Strategy & Planning
