Articles written in December, 2010

December 27 2010

Your Website’s SEM Wish List for 2011


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.

  • Location and phone extensions allow you to include the address and phone number of your business to your Google AdWords ads.
  • Product extensions allow you to link your Google Merchant Center account to promote your products directly on Google when your listings match a user’s search query. Images, titles and prices of your best fitting products will appear with your ads.
  • You can provide deeper, more relevant content to users searching for information by using Sitelinks Extensions within your AdWords ads. They provide up to four extra links to pages within your website, versus one link to one landing page from a regular ad. With these extra links, you can direct searchers to special promotions, products or contact information.

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!

December 21 2010

Is Facebook Sneaking up on Google with Shopping?


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.

December 20 2010

Five Steps to Successful Mobile Campaigns in Google AdWords


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:

  1. Do you have a mobile website? I know what’s coming next.  With the exception of the iPhone and Adobe Flash, today’s smartphones have full browser support and can render websites, so why do you need a mobile site?    The answer is obvious if you look at your 1024×768 website on a 4 inch screen — it looks terrible. If you don’t want to develop your entire site for mobile devices, at least offer a bridge to mobile users:  A few key pages: home, contact us form, about us, locations and click to call functionality, so that users of mobile devices can easily learn more about your company and services.   Code this mobile site with Google Analytics so your referring data doesn’t fall into a black hole.  The last thing you need are referrals from /mobile or in your GA data.
  2. Log into your Google AdWords account; segment your campaign keywords and ads by “device”. Voila! If you haven’t previously excluded mobile devices from your campaigns; your AdWords data is now broken out by computer and mobile device.  I’ll bet there are more impressions and clicks than you expected!
  3. If you aren’t using AdWords, or even if you are; log into Google Analytics and select “Mobile Traffic” from the advanced segment dropdown.  Booyah!  Here you’ll see only the mobile traffic and how mobile browsers are accessing and converting on your site.
  4. If you have any mobile data after completing steps 2 and 3, and don’t have a mobile site, then build one ASAP. If you have a mobile site and no mobile campaigns, then build a mobile campaign.  That’s right, change your campaign settings in you current campaigns to target only “computers” and then build a new campaign that only targets mobile devices.   When you get started on your mobile campaign, there are many options that include device and mobile service provider.  Skip these for now and target all mobile networks and devices.  Once you’ve collected some data on performance, you can optimize with real data and not hunches that Verizon users will buy more than Sprint users.  (The exception is if you are selling, for example, an iPhone app; then please select iPhone and AT&T here please.) 
  5. Measure and Optimize.   Building a search marketing campaign properly is only the beginning.  Collect data, analyze and optimize. 

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.

© 2016 MoreVisibility. All rights reserved