Author Archive » Eloi
Whilst setting up and optimising campaigns for job boards, I have come across some real problems paid search has with punctuation.
The two seem to not like each other, and search engines tend to remove the punctuation from your search query, or simply ignore it (even though it is still present in Google’s SERP URL). Even worse, if your search query has a hyphen (-), then the search engine might even think that you are trying to exclude a search term by turning it into a negative search term.
But what happens when 75% of the term you are bidding on is punctuation? Read on
We have all heard of Hitwise. Their data is widely regarded as industry leading information, and their sample size is massive (One third of the UK market). You might have even worked with them, or have a client that has their package installed. In any of these cases, we all know the bottom line: It’s a hell of price to pay, and will definitely be a big hit in your budget.
Hitwise data is the most accurate data out there, and they regularly compile industry information regarding search engine market shares.
So, What can Hitwise do for me?
I have recently been to a presentation of the product, and a demonstration of what it can
do tell you to do. And in that respect, the short answer is ‘yes’: why would you not want to see what is happening to your competitors’ websites? If you can monitor what your competitor is doing, then great, that must come in handy somewhere down the line… but will it?
We received a poisened gift today here at SiteVisibility… It seems that after MSN’s failed acquisition of Yahoo, the Live Search Team have now changed their objective and decided to go after Search Marketers all together in order to erradicate our (endangered) species:
It’s not often that Yahoo rolls out a new feature that turns out to be a great success, so when something is done right, and works, this time I’ve gotta give them Kudos.
The “Ad Generator” button that you might have seen appear at the top of your ad group, is a friend so don’t ignore it. I am also going to explain to you why it also is your client’s advertising agency’s best friend.
The Ad Generator is a very simple tool. All it does is concatenate terms that you have entered into the Ad Generator, thus generating new ads: Say you enter 3 ad titles and 5 USPs (Description line 1 usually) and 5 Calls to Action (Description line 2 usually), then the AdGenerator will mix and match these USPs/Ad titles and test them out to see which performs the best.
So why is something that you can do in Excel so great?
Are you really going to concatenate this data manually? photo credit: Jeffrey Beall
October usually is the time of year PPC managers & optimisers choose to start studying to pass their tests with the different networks (Google, Yahoo, MSN), as the Google Accreditation is valid for one year, from that month onwards… so it’s not officially revision month, but I have just passed the MSN Ad Excellence Test with flying colours (just under 90%), and thought I d let you guys know about a few tips and tricks you should know before passing the test. Read on
When running a PPC campaign, one of the balances you have to find is the one between the benefits that come with biding high for top positions, or bidding low to have your ad appear when users are browsing through the organic rankings.
Well with Yahoo, you can do both.
That’s right: one search, one SERP, two listings of your PPC ad.
To our readers on the other side of the Atlantic, you must know by now that here in England, we drink an awful lot of tea. A cup of ‘Joe’ is what you’d get from your local coffee house, but over here we put time and effort into making a decent brew.
We need it to create, implement and manage PPC campaigns. And as it turns out, making a good cuppa and setting up a PPC campaign are fairly similar…
Ah good times. Now Kelvin is back from a well deserved Honeymoon in Hawaii, we are going to be able to continue providing you with double blog love.
On one side, the best SEO and Social Media Marketing techniques are analysed & explained by Kelvin, and on the other, I will continue providing insights into setting up and running great PPC campaigns.
So here is my last post before Christmas, as I am leaving for my hometown of Paris tomorrow morning.
This week, Google’s Stuart Small dropped a bomb by saying at the great B2B marketing debate that 80% of searchers click on organic results and only 20% click on paid search results. If you work in Search Marketing, you have known this for a long time (or you should!) but the element of surprise comes from the fact that it is a Google rep has released what would be for them commercially sensitive information that could potentially cost them money as they do not profit from organic results, but instead make money by selling links.
The Gooogle description of the conversion optimiser via flickr
What do you do to market a luxury brand or product? This is a question which has raised many eyebrows over the years, as branding and increasing sales do not always go hand in hand. So which one do you want to go for?
Must be a very classy place… via flickr
Branding is an exercise where valuing the marketing and advertising activity that is being carried out is almost imposible due to the lack of feedback: You are sending information out to the public, and telling them (subtly or not) what your brand is about. They do not really have a choice about it, they have to accept your brand as it comes.
There are many social media sites and networks out there which allow users to gather, create content, and interact in ways that evolve every day.
Remember when communications and advertising went only one way? These days have changed, and we are now part of a two-way communication in which marketers and advertisers can promote their message but also monitor the response and engagment from the community. But the (incomparable) success of Google, and specifically its advertising scheme, has led social networks to replicate the basic model of ‘pay per click’.
Not only because this business model works and offers benefits for both advertisers and users, but also because of the growth of sites like Facebook and Bebo is now eating up shares of internet usage which traditionally was dominated by email providers and portals.
Contrary to what you may think, this is not an essay on how online marketing is better than traditional advertising (although it is!) but instead a guide on how to target & advertise on the social media network Facebook. This should also explain why a Paid Search Marketer would be better suited to setup this ‘social media campaign’ than a traditional link baiter or social media guru.