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.
Here's a selection of recent search stats, taken from a range of sources, including Econsultancy's Search Marketing Statistics document, which forms part of the Internet Statistics Compendium, and other reports...
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...
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.