Articles in the Advanced Digital Marketing Strategy Category

Use these advanced digital marketing strategies to stay ahead of the competition, and drive qualified traffic to your website. Learn the latest advanced digital marketing techniques, including our latest thoughts on remarketing, paid search, display media, social media advertising and local search.

August 11 2010

Google Get’s Bing-ified and Brings Goggles to Image Search?

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Okay, so’ “Bing-ified” isn’t a real word, but I’m not sure how else to explain the new Google Image Search.  When Bing was launched fourteen months ago, we discussed some of the interesting features in a MoreVisibility Round Table post to our YouTube channel. 

One of the features that stood out to me at launch was the image search functionality in Bing. It’s one of the areas that Bing scored a clear victory and a better search experience over Google.  Google Image search was very paginated and offered little in the way of segmenting results.  Contrast that with Bing’s free-flowing, one page layout and filtering capability; it was a win for Bing. 

Fast forward to July 20, 2010; Google announced a new interface for Google Image Search which seems to borrow heavily from Bing.  In the official post, Google mentions “… some heavy-duty algorithmic wizardry…”  to make it all work; which seems to hint that perhaps some of the technology is borrowed or leveraged between Google Image Search And Google Goggles.

If you’re not in the I-phone or Android set, Google Goggles is a smart phone application for the Android which allows you to search Google using an image taken with the phone’s camera.  Hypothetically, if you are at the Miami Seaquarium and want to learn more about the dolphin you are about to swim with; snap a photo and Google could return more information about habitat, range, diet, etc.   Currently, as with most Google Products, Google Goggles is in beta and the functionality above does not exist, yet.  It will however, translate menus, search landmarks or tell you more about the bottle of wine on the shelf in front of you. 

In their post announcing the new image search, Google mentions that it can even look at the spots of a leopard and return the proper subspecies.  That statement reveals the awesome power and future of Google Goggles and image search.  The possibilities are staggering, and the applications could help law enforcement or allow you to learn everything about your daughters’ beau with one click.

Google also announced that image search can be targeted separately for AdWords; so for advertisers there are some immediate benefits.  If you’re selling image related products or “Free Lindsay Lohan” t-shirts; you can target those gawking at her in Google Image search. 

February 16 2009

Testing Ad Copy Is Effective If You Give It Enough Time

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Testing your ad copy is a very important component of any online advertising campaign.  What you feel is a good message about your products and brand isn’t always as well received by your potential customers.  In order to make sure your ad copy message is enticing to your customers, it is important to develop different messages for your audience and then test them over time to find out which are best.

I’d like to give some examples regarding the ad copy messaging you may want to evaluate. One ad might offer a free brochure, another offers free samples, while yet another offers free shipping. An effective marketing campaign should incorporate some kind of testing process to determine what message is most appealing to your searchers.  This leads to higher click through rates, and higher conversion rates, which of course is the goal for any website. 

One dilemma I am consistently up against is making sure that while conducting these tests, we are giving enough time to allow users to view the ads, and click on them (or not click on them).  Depending on the number of visitors a website gets on a daily basis, the ad copy testing time period varies.  The more visitors a website gets, the shorter the testing cycle.  A website that gets 10,000 clicks daily should have a good idea of how searchers are reacting to the ads in one week.  On the other hand, a website that receives 3,000 clicks daily should consider a longer testing period of perhaps 3 weeks, in order to get enough visits and make a determination of how searchers are reacting to the advertisement’s offer. 

I encourage all advertisers to test, and test often.  But be sure that you don’t get too excited and end the ad copy test before you know conclusively which messages are performing better than others. Remember, testing ad copy takes patience and persistence.

September 26 2008

Does your website speak correctly to your audience?

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So you have a beautiful website. It’s aesthetically appealing; the color scheme is bright and attractive, the images stimulating and the navigation easy to use. It seems to have all the right ingredients, however, is your (beautiful) website getting the right message across to your visitors?

As part of my role as a Client Strategist at MoreVisibility, I work with a variety of clients from large corporations to small businesses, from Ecommerce to Lead Generation. I often look at their sites from a user’s perspective to provide tips to help them achieve better results. There are many sites I see on a daily basis that are quite amazing to look at, but lack the necessary components to get the visitor to the desired end result. Whether that end result is a completed transaction, online form, or request for more information, it is critical that your site speak correctly to your audience. What does that mean exactly? Here are a few examples:

If your site has Ecommerce functionality, more than likely your goal is for your visitors to make a purchase. You will want to ensure that it is almost effortless to find exactly what your customers are looking for and efficiently go through your shopping cart process; the less clicks to get there, the better. If someone is searching for a specific pair of shoes, send them to that page, rather than having to search around. Don’t make it mandatory to create an account; make it an option.

If your site is designed to generate leads, you should be looking to capture as much information from your searchers in an effort you are obtaining valuable leads. Having a clear call to action form on your site is the first step. The form page should be clean and concise with only the necessary information required. The form should be followed with a confirmation or Thank You page to signify that the form was filled out, information is on the way and/or a representative from your company will be in touch (it is helpful to notate the timeframe here. i.e. within 24 hours, etc)

Keep in mind that your website is a representation of you and your company! While it should obviously look beautiful, it is imperative that you get your correct message across simultaneously!

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