You can bet your life on it! Content will still be king and don’t you ever forget it! If your focus is on the technology you’re not seeing the forest for the trees. It’s all about information and if it is valid it works! Also remember that of the 1000.000.000.000.000s of websites out there, 99.9% are still static HTML sites and that’s not going to change any time soon. So all you web >1.0 snobs will still need to wait until real changes happen and when they do, it will still be about the information they are looking for… You had better supply it or someone else will, OR ALREADY HAS!
Category Archives: Web Optimization - Page 4
As companies get wiser about the Internet and understand that Google is not the beginning, the middle and the end in search in every country they start realising that “only” marketing in English might not cover it in France, Norway, China or Iceland. In Iceland leit.is seams to stay strong after the Google invasion and still manage to keep around 50% of the market and then there is Kvasir in Norway and Baidu in China. Dealing with International Internet marketing will need an multilingual approach. So while the US thinks Europe is one country the UK thinks Scandinavia is one there will be a list of missed opportunities.
My advice to companies that want to go International is; create a strategy, don’t just go with the .com site you have and try to get it listed on the regional part of Voila in France f.e., at least translate a part of you site in the language of the country you are targeting and get locals to translate. Translations show at least minimum respect.
Looking back the selected phrases would just have been disabled for good by the Google PPC admin. Now you get to decide whether it is worth the 10.00 dollars a click. But this is how the “latest” Google PPC system operates and is better in my opinion .
First I would look to see if there are many impressions of your selected phrase, but few or no clicks. That and very few impressions seems to activate this minimum bids feature in Google. My best guess and I have seen that my search marketing colleagues agree on that around the blogs and forums that I read is that Google is trying to manage it’s resources by limiting the number of non-productive PPC phrases (keywords) for each ad. Note that even though you say you are willing to spend the 10 USD it’s not very likely you will be charged that amount, specially if you are the only web fighting for it, by selecting 10 USD you are saying that you are willing to spend upto 10 USD for a click, but there is no one fighting for it I belive that you will only have to pay the minimum 0,01 USD per click. This is at least how the theory goes and pls. correct me if I am wrong. I how ever strongly reccomend that you control this with a third party bid management tool to prevent click fraud.
To increase phrase quality I would try the following:
1. Use the keyword phrase in the title of the ad.
2. Test different ad versions to get increase Click Through Rate (CTR).
3. The Google system considers page relevance now too the landing page should be about and include the keyword phrase
4. Monitor this with a third party web analytics solution like IndexTools (through their Bid Managment tool for example)
These sugestions should help, to my experience this is all about testing, doing some a/b using. Still in the end you might end up having to pay the 10 USD after all :-)
… and guess what “Nordic eMarketing offers PPC management at three levels; standard, eBusiness and Enterprise, as well as a custom-built service. This is because we know one campaign model doesn’t fit all companies and services.” :-)
More information can be found at Internet Marketing PPC on my “company” website, jíííhaaaa or as my friend Jon Orn often said “Full force ahead”.
My college and search guru Danny Sullivan once said something like this:
“Tap into the tail, and you’ve got sizable traffic, as well as traffic that often is reported to convert better than less general terms.”
There are number of companies that forget the long-tail of search both for SEM and PPC and by doing that they are missing out on great opportunities reaching possible clients, my experience is that the long tail search words often have much higher conversion, do cost less to buy through PPC and there for have much higher ROI (eROI).
Let’s say that you have a big site, tens of thousands of pages. If you optimise 100 pages for the same amount of phrases and all of them are ranking well you will still get the bulk of your search engine traffic through search terms that you have not optimised for, these would be the long tail search phrases.
By understanding what the long-tail of search stands for you can then use that knowledge to reduce PPC cost and increase eROI (ROI). While the phrase; Hotel in central London, returns traffic on hotels central, central London and Hotels London you can but a [ ] around it and then you have a exact match (Google), then there is advanced match (Yahoo) and so on.
By using a mixture of broad mach, exact match, phrase match and negative match you can maximise your conversion and the eROI on you PPC campaign. More here http://adwords.google.com/support/bin/answer.py?hl=en&answer=6100
And finally always use web Analytic tools like IndexTools to monitor your campaigns, I can’t recommend using Google to monitor Google and Yahoo, MSN or MIVA will never allow you to monitor their traffic through GA so to get the best picture use a third party solution like IndexTools or Webtrends.
I have done these sessions couple of times at the SES, both in London and Sweden and beside doing the site clinic session it’s one of my favourite sitting at conferences and workshops like the SES and Ad-Tech. It´s unbelievable how fast thinks change and the number of tools being developed to help people maximising their search engine marketing efforts.
Check out the My SEO SEM Toolbox, Internet Marketing Tools at the Nordic eMarketing web site I wrote it to follow up my PPT doc on the same topic.
I am always talking to people about all kinds of Internet related stuff because of my work :-) hmmm of course and when I start talking about SEM, SEO, ROI, eROI, KPI, ASP, PHP, JSP, CPL, PPC, CMS, WCMS, CPA and ……. Their eye’s role backwards and they turn red or blue. So for those looking for information on such phrase abbreviat’s Google them or go to Wikipedia – Here is one such page: http://en.wikipedia.org/wiki/Cost_Per_Impression.
I am often asked how we can take the technology aspect away from Internet Marketing. From my point of view the simplest way of explaining how it works is the 20 – 40 – 40 rule. I am not sure who came up with first but it’s a simple way of explaining the factors that influence marketing on the Internet. 20 stands for that technology has 20% impact on success, 40 stands for that on-site stuff has 40% effect and finally that off-site stuff such as link popularity and bookmarking has the final 40%. So if we have the 20%, the foundation ok, the tech part is out of the way and we can focus on the rest.
Here is a good link in regards of this – Holistic Internet Marketing Approach