As the year is coming to a close and we look back on new innovations to search engine marketing, here are five things (in no particular order) your website’s SEM efforts need in 2011:
Mobile Ad Campaigns. According to Nielsen, smartphones are expected to be in the hands of half of US mobile users by the end of Q3 2011. With the rise of smartphones, it has become critical, and easier, to market to users on their mobile phones. Mobile ads can appear on mobile websites in text, image and sometimes video format.
Remarketing Ads. Remarketing allows you to show ads to previous visitors of your website as the user browses other sites through the Internet. Remarketing allows you to reach more qualified potential customers because these visitors have already shown an interest in your product or service. Remarketing is like being able to reach window shoppers who have come to your store, did not make a purchase, and entice them to come back with a special offer and complete a purchase.
Ad Extensions. Google ad extensions are an added value to your Google AdWords ads and come in the form of location, phone, product and sitelinks extensions. They are available at the same CPC costs as your regular AdWords ads.
Display Ads. With placement and audience targeted capabilities, keyword related matching and a CPC model, the display ad has been re-born. You can now specify how and when your display ad is shown so that it is only being viewed by the most qualified user. In addition, Google has introduced an “above the fold” restriction where your display ad will only be shown on web pages above the fold on a user’s screen.
Optimized PPC Campaigns. Since the SEM industry is ever-changing and becoming an increasingly competitive channel, it is imperative to closely monitor your PPC campaigns as often as possible. CPCs are expected to increase in 2011, which will impact your ROI, so it is important to go back to the basics in order to maintain cost-effective campaigns. Focus on ad copy and landing page testing as well as optimize keywords on an ongoing basis. Most importantly, optimize your landing pages because it would be a waste to have a PPC campaign with all the bells and whistles that links to a landing page which does not have messaging that connects to the visitor.
Wishing you a happy and prosperous 2011!
There’s been a whisper in the air that Facebook could be a formidable foe to Google, but few have dared to believe that rumor. For most, Facebook is a social network where friends meet to chat, online games are played, businesses build relationships with customers, and where a few successfully use ads to lure Facebookers off the site to buy or sample a product or a service. However, many forgot about Facebook’s versatility, except for a few businesses who are putting Facebook’s capabilities to the test.
Most businesses have used Facebook for the basics, such as the ability to offer coupons, hold contests or get customer feedback on a project, but JCPenney took it a step further. They are using Facebook’s flexibility to their advantage. According to Direct Marketing News, JCPenney recently launched an ecommerce store on Facebook.
The beauty is that a Facebooker never has to leave Facebook to purchase JCPenney products. They can chat online with friends, while browsing through JCPenney’s inventory.
Even better is that there is a share button, which acts like an instant word of mouth.
This could work out great around the holidays, for birthdays and any occasion that requires a gift. Instead of people having to describe the apparel or items that they want, they can simply hit the share button and add a comment that says, “This would make a great present, hint, hint.” In fact, another Facebooker could purchase the product without every leaving Facebook.
JCPenney has tapped into a newer realm on Facebook and many businesses will probably follow their lead. Ecommerce as well as lead generation sites can create calls to action that allow Facebookers to interact with their business without leaving Facebook. Plus Facebookers can share the lead generation form or the product with their friends. So for those who think Facebook is just for social networking, don’t count them out just yet. They may have a lot more to offer than you realize.
So you think you need a mobile campaign? Well you probably do. Web browsing and searching is exploding on so called smartphones that contain fully functioning browsers. This includes, of course, the iPhone but also phones which run on Google’s Android operating system. The iPhone was first, but according to Macworld, Android based phones will duke it out with Apple for smartphone dominance. This is not only a rosy outlook for Google’s Android operating system, but also for mobile marketers.
So should you market to mobile users, here are five quick steps to take to help you answer this question:
So if you’re still not convinced, remember that mobile search can happen in ways that desktop search cant. It happens away from the office, at times of inspiration or worry. It happens prior to imminent purchases as buyers ensure they are buying the best widget at the best price. And it happens, for the most part at a lower cost. That’s right; I saved the best for last. Depending on your campaigns and keywords, there is generally less competition on mobile and in my experience; a properly optimized and targeted campaign can get you the same click for less.