Articles written in March, 2010

March 30 2010

Leave a Lasting Impression


Have you ever done a Google search for one of your keywords and discover that you don’t see your ad? Although there could be many reasons why your ads are not appearing, but the most likely reason would be loss of impression share (IS).

According to Google, impression share is a metric that represents the percentage of times your ads were shown (i.e. your accrued impressions) out of the total number of page impressions (i.e. pages where your ad appeared or could have appeared) in the market you were targeting. Basically, this means how many times your ad appears when searched.

The best way to determine if you are losing impression share is to run a campaign performance report then select impression share, impression share lost to rank and impression share lost to budget. These three options will show actual IS and how much you are losing due to rank and budget.

Increasing your daily budget is a simple way to improve your overall IS. This will allow your ads to be visible for longer periods of time throughout the day. Getting better ad rank is another method to gain IS.  Make sure that your keywords are closely related to your ad copy and landing page. Since ad rank is quality score is multiplied bid, improving your quality score, also improves your ad rank.

If you want to make sure your ads are being seen, remember there are several ways to garner more visibility including increasing your budget and ad rank.  This is a great way to leave a lasting impression on potential customers.

March 29 2010

Verizon Makes Big Investment (And Endorsement) in the Mobile Market


In some of my recent blog articles, I have discussed the growth of mobile marketing as it relates to the boom in SmartPhone sales.  This tremendous growth has provided an opportunity for businesses to look toward mobile users as a source of potential revenue by promoting their company to this burgeoning user base.  There are a number of opportunities for businesses to make a splash in the mobile market no matter how big or small.  A neighborhood pizzeria can benefit from a local marketing campaign targeting mobile users who rely on their phones to find restaurants while “on the go”, think Google Maps and Yahoo Local Maps.  This is an obvious case of how local marketing and mobile phones work hand in hand for local businesses.  But even the big players are jumping in head first (and dollars first) into the mobile market.

Verizon Wireless recently signed a deal with the NFL to be their official wireless sponsor to the tune of $720 million dollars over the next 4 years!  That’s a significant investment (and endorsement) which speaks volumes to how Verizon sees the future of mobile marketing.  Prior to signing the deal, I imagine Verizon crunched the numbers on how they can recoup the investment in partnering with the biggest sport in the US.  It is a major deal for Verizon, one which they were able to land while competing with Sprint for the title of “Official Wireless Sponsor of the NFL”.  Verizon Wireless operates the largest wireless voice and 3G data network, serving more than 91 million customers, and now those customers have access to exclusive content from the NFL on their mobile phones.  Who would have thought 5 or 10 years ago, you would be able to watch highlights of the NFL on your cell phone?

John Stratton, Executive Vice President and Chief Marketing Officer for Verizon Wireless spoke of the deal, “For Verizon Wireless, it is NFL content delivered over our 3G network so football fans can extend the excitement of the sport long after the last touchdown of a season. And the NFL content is customizable in that consumers have options from video to ringtones to alerts; the choice is theirs.”  This quote gives you a glimpse of how Verizon sees this deal as a way to increase not only their brand, but drive future revenues from mobile users who have an insatiable appetite for everything cutting edge.

March 26 2010

Why Remarketing?


What is remarketing and how can it benefit my online marketing strategies? Will I scare away potential customers? Is remarketing invading personal privacy?  These are often questions that arise when remarketing is discussed. 

Remarketing works anonymously through visitor actions that take place on your website. The specific visitor actions are determined by you the advertiser using one of two strategies, or even a combination of both.

Interest Categories — This is where you are targeting users based on sites they have visited throughout the content network (Google’s network of websites where AdWords advertisers can show their ads).

ExampleIf you want to target sports categories, you can pick a list of users compiled by a database. The database collects a comprehensive list of users that visit relevant sites within the interest category and then your ads will be shown on those types of websites. If a user was on ESPN, Sports Authority, etc. the user would then be grouped with similar sports sites for which your ads could be displayed.

Custom Remarketing Lists — Custom remarketing lists relate to people that have visited your site and have performed a specific action.  To create custom remarketing lists, tags must be strategically placed on your website to track a specified action or behavior on your website.  Then when visitors complete the task specified, you will have the opportunity to remarket to them by showing ads as they navigate throughout the content network.

Example: You could track users who have abandoned the shopping cart on your site and offer them a discount or a “reminder” via your ads while they are on other websites.  You could also define users that have purchased a product and remarket to them 30 or 60 days after their purchase.

Banner or text ads can be delivered to the visitor on the content network as part of a remarketing program. You may put a frequency cap on a user so your ad will not continuously bombard them. Remarketing is meant to be a subtle marketing or branding technique to enable your brand to stay in the minds of your potential customers.
Another great aspect is that remarketing strategies have trended to achieve a higher ROI than most marketing techniques.  Try remarketing today to reach attain new customers.

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