Online advertisers are forever searching to get ‘a leg up’ on the competition.  While interesting and captivating ad copy is a way to get searcher attention; there now is another way. 

Recently, Yahoo has released a new function which allows an advertiser’s favicon to appear next to display URLs within the branded ads.  Typically, a favicon is an icon or brand logo that appears within the web browser.  Having a favicon appear within the branded ad not only draws attention, but best of all, it’s completely free.  Unfortunately, as of now, favicons are only available to appear on branded ads and keywords.

In order to have your favicon displayed within your branded ads a 16X16 pixel image and simple coding needs to be placed on the backend of your homepage.  Even amidst the new partnership with MSN; this new element is only available through the Yahoo Search Marketing platform.  Leave a last impression on searchers and establish brand credibility by participating in this program.  Since this feature is new you may want to reach out to your Yahoo representative to ensure proper implementation of this element within your Yahoo Search Marketing campaign.

Advertisers who participate in search engine marketing efforts are always trying to figure out how to set their text ad apart from the competition.  While creative and captivating ad copy is definitely an important element, there are other ways to make ads more attractive to searchers.

Google AdWords advertisers who also have Google Checkout on their site are now permitted to have the Google Checkout Badge displayed within their sponsored ads.  Google Checkout is a merchant account that creates a one stop location for customers to purchase and track orders across multiple sites.  Not only does this tool make shopping more convenient for the consumer, but it also protects them from fraudulent transactions.  The premium security and outstanding reputation associated with the Google Checkout product makes consumers feel more comfortable and confident about their purchase. 

If you already have a Google Checkout account, implementing this feature is very easy; all you need to do is access the Campaign Settings tab within Google Adwords.  In the Campaign Settings area, click Edit under Networks, Devices, and Extensions.  Check the box next to Connect to my Google Merchant Center Account, enter your account number and you’re done.

Once this process about has been completed, your ads will look similar to the one below.

So what are you waiting for?  Link your Google Checkout account to your Google AdWords campaign and associate your brand with this highly regarded Google product.  If you don’t already have a Google Checkout account, why not create one today?  With a limited amount of participating advertisers, now is the perfect time to take advantage of this feature; best of all, it’s free!

Every online advertiser knows that search engine marketing is a contributor for generating sales, but how do you know if your online campaign is actually producing a return on investment?

Calculating your return on investment (ROI), or rate of return, is not only easy to do, but it can also help you determine how your overall campaign is performing.  ROI can be calculated by using this formula:

ROI = (Revenue - Investment) ÷ Investment × 100

For example, if you generated $3000 in revenue and spent $150 in online advertising, your ROI would be 1,900%.

While attracting searchers to your site is important for branding your business, products and services; generating revenue is really the main objective.  That being said, it is not suggested to completely cease all branding campaigns, as these visitors may convert to customers at a later date.  Try testing different strategies such as, lowering campaigns budgets or excluding geographic areas that generate a large amount of visitors, but do not necessarily result in sales.

I have utilized these suggestions for several clients and as a result, have seen dramatic improvements in not only in the average order value and amount of sales, but more importantly the ROI.  While there is no exact formula for making a campaign perform; testing one strategy is not recommended.  You do not want to automatically deem your campaign a failure if you’re not seeing a positive ROI within the first days or weeks of beginning a new campaign. It can take time to determine which technique works best for your campaign; so keep testing and experimenting.