Articles in the Digital Marketing News Category

The digital marketing landscape changes at a breakneck pace. From innovations that bring new ways to target users to new marketing methods and mediums, it’s important for marketers to stay up to date on the latest digital marketing news. Learn about the changes that effect your current online marketing efforts, and the new methods and tools you should be incorporating into your digital marketing strategy.

February 21 2007

Online Shopping is Easier Than Ever With Shopping Portals!

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Time to buy a digital camera? Almost out of your favorite perfume? Need a new pair of jeans? The days of running to malls are quickly becoming a thing of the past! The internet has made it as easy as 1, 2, 3 to get what you want or need, without ever leaving the comfort of your home or office. As if we needed an excuse to be any lazier!

In addition to the main search engines, Google, Yahoo, and MSN, there are a number of online shopping portals available today. Shopping Portals are important tools in Search Engine Marketing and make it simple to compare pricing and purchase with confidence.

Some shopping portals I recommend to my E-Commerce clients are:
Yahoo Shopping, MSN Shopping , Froogle, NexTag, PriceGrabber, and Shopzilla. These Shopping Portals are a great source of additional traffic and exposure, as searchers tend to be more serious and qualified, with a higher rate of conversion. Reason being, searchers using shopping portals, are typically ready to buy, whereas, those using search engines, are often in the research/informational stage of the buying process.

These Shopping Portals are a great source of additional traffic and exposure, as searchers tend to be more serious and qualified, with a higher rate of conversion. Reason being, searchers using shopping portals, are typically ready to buy, whereas, those using search engines, are often in the research/informational stage of the buying process.So the next time you are in the market for a digital camera, perfume, jeans, or whatever the item might be, take advantage of all the research the shopping portals have already done for you. Shop till you drop!

February 20 2007

Happy Landing

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“In online marketing, a landing page is a specific web page that a visitor ultimately reaches after clicking an advertisement. The efficiency or quality of the landing page can be measured by the conversion rate (CR) of visitors into actions.”

Upon clicking your ad, the objective is to have the visitor do something or what people refer to as a “call to action”. If the visitor takes the desired action, you just had a conversion.

The landing page has to be sticky enough to convince a visitor to stay and fill the contact form or act according to what the advertiser wants. Seize the moment!

Remember the back button exists and it’s always a possibility for them to go back and click on another result.

Everything has to make sense. In other words, the landing page should match both the keyword typed in as well as the creative copy in the ad.

An important factor to consider is that people have a tendency to skim through a page without reading it in its entirety, so the call to action has to be obvious and clearly within exact parameters of what the searcher is looking for.

Don’t allow any distractions! Distractions kill conversions. Landing pages that are too busy or contain too much information may cause a distraction and get the visitor to think about something else.

Your efforts placed in pay-per-click are as good as the conversions achieved. So, your landing page is a critical component of your success.

Turn your visitors to conversions and have a happy landing!

February 15 2007

Choosing Keywords – Quality vs. Quantity

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When I start new campaigns for clients and perform the keyword analysis for a specific web site, I often get the common question: How many keywords should I use? Selecting a large quantity of keywords may result in more impressions, but if the keywords don’t accurately describe what the company offers, they may be doing more harm than good. One example would be a consulting firm that helps businesses to improve their performance. The word “improve business performance” appears on the site many times and is very relevant to what the firm offers. This keyword may get a lot of clicks but the question is whether searchers are really looking to improve their business performance with a firm. It’s possible that they may be looking to read about it or benchmark for their business, or they could be looking for free ideas and articles; not necessarily willing to pay a firm to help them. As an advertiser, put yourself in the place of the person that needs your service. What would you type in a search engine in order to find a business consulting firm?

You’d probably type “business consulting firms” or even “business consultant”. In order to build a successful campaign, think about keywords that will generate leads and convert to sales. Ultimately, you should consider the goals of your site. If your website is e-commerce driven, choosing a large quantity of keywords may increase impressions but doesn’t necessarily equate to generating conversions. Therefore the focus should be on quality keywords. If however, the purpose of your website is to provide information, then the more impressions the better.

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