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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.
When Google reported its Q2 earnings yesterday, it beat analyst expectations. But all the news wasn't good news, at least for Google.
In the area of paid clicks, Google experienced an unhealthy downward trend: total paid clicks declined 2% from Q1 and more importantly, the average cost-per-click (CPC) in the second quarter fell 13% year-over-year.
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.
Search engine marketing is big business. But when it comes to serving small, local businesses, SEM providers in all parts of the SEM food chain appear to have some big problems.
That's according to a study conducted by Borrell Associates, which looked at SEM amongst local businesses.
A three year project, The Retail Search Presence Study, finds (not altogether surprisingly) that online retailers are winning over their traditional counterparts when it comes to visibility on the Big Three search engines.
The study, conducted by Internet-Engine, entailed visiting and categorizing over 6,000 web pages found via search during the holiday shopping season. Online retailers easily dominated returned results on all the engines, with over 30 percent of the listings. Bricks-and-mortar retailer results appeared in a mere 12 percent of searches.
Given consumers are performing over 10 billions searches each month, and that 24 percent of all offline purchases are influenced by the Internet (Forrester Research), the study's findings point to a serious gap in offline retailers' commitment to and investment in Web marketing -- particularly at a time in which online shopping is growing at the expense of Main Street and big box retailers.
Conversions are everything when it comes to paid search engine marketing. When it comes down to it, the health of your conversion rates and cost per conversion can mean the difference between success and failure.
Search marketers who don't track conversion data and incorporate it into their campaign management are tempting failure.