Search engine marketing (SEM) is a rapidly changing field rife with opportunities, but it takes expertise and experience to run optimal interactive advertising campaigns. When engaging in digital advertising, such as paid search, display media, social media advertising and remarketing, it's extremely important that your efforts are backed by knowledge and strategy. Here, our SEM experts provide the tips and information you can use to improve your campaigns, and your ROI. To stay up to date on our search engine marketing blog, subscribe to our feed.
Typically when we speak of media and technology we talk about new kinds of media replacing older ones. Like electronic downloads are replacing CDs, which replaced cassette tapes, which replaced 8-tracks. So do we think the Internet will replace traditional print, television, and audio media or at least transform them until they are each a subsidiary of the larger Online world? Given the recent behavior of some of the major Internet players, however, that predictable forward motion of media transformation may not be steadfast any longer; Internet companies are increasingly vying for in-roads to traditional media outlets.
Through acquisitions and independent initiatives, Google continues to expand into more traditional media advertising outlets beyond the Internet. According to a recent New York Times article, however, the company is facing radio industry resistance over its Google Audio endeavors. After investing over $1 billion in dMarc and its automated radio-advertising software in 2006, Google is still, a year later, struggling to procure premium ad space inventory. This struggle has been further compounded by the recent departure of dMarc’s two founders.
Unlike its forays into print advertising, Google’s radio advertising program, as of yet, has not included a partnership or licensing deal with a media outlet large enough to widen its advertising scope beyond remnant time slots. Without access to premium air time or being able to offer advertisers the ability to select and target specific stations and listener demographics, Google Audio is lagging behind the company’s print advertising efforts. That could change for the better, however, if negotiations with CBS, or a similarly influential partner, pan out.
While industry analysts point to the stiff competition of automated radio advertising, it’s clear that Google’s media presence and brand equity set it apart as a formidable competitor in the radio advertising industry and it’s only a matter of time before it secures a foothold in this new (old) medium.
A significant change within search is about and we are carefully and patiently awaiting its results and how it’s going to affect search engine marketing. Google’s latest implementation- personalized search -is changing the game as we know it today. While Google continues to achieve its goal of delivering the most relevant search results to its users, many factors play a role in its change and success.
We’ve already seen the engines take action with more relevant searches in its sponsored search results by scoring advertisers landing pages for their ads. Google began this technique of implementing what is called, “Quality Score”, which has now been implemented by Yahoo as well for better relevancy to the searcher. The quality score is determined by your click through rate, keyword, & relevance of your ad to the landing page.
This new change with personalized search will affect organic results which could mean new algorithm changes for SEO experts to figure out how to optimize for. Although this may sound like search heaven has arrived for users, let’s consider and question some of the following area’s that might come in conflict with the engines and its users.
1- Search Is Temporary. Sometimes, and maybe most of the time, we search for some things we just want to find just for the time being. This doesn’t mean we are interested in what we’re looking for; maybe we just want a quick answer to a quick question. As the engine records some of this search history to provide you with better future results, irrelevant or un-interesting results can come into play.
2- User Behavior. How many times have you performed a search on your parents, friends, or school’s computer? Again, we come into the problem of irrelevant results to the main person’s search. Whether you are on your friends PC, or they are on yours, are the search results going to be relevant to what you are looking for?
How does Google track your search history? Being logged in your Google account or creating a user profile will begin tracking your search history.
With anything that is in its starting stages, it will have its problems and setbacks, but without a doubt, is the right idea for what the future in search has to offer. Not too long ago, Social Bookmarking made its big hit with users as well as online marketers. Choose news stories you like and think other people will find interesting and post them on a site. Personalized search? I think so.
Google continues to take a big chunk of the search engine market share. Not only is there a fight to gain market share, but there is also a battle with online payment systems.
Google Checkout is offered as a convenient, quick, and competitive solution for e-commerce shopping. As a promotion for 2007, it allows businesses to reduce their transaction costs by providing free processing for their sales through December 31st, 2007. Google Checkout not only provides a competitive edge in pricing and costs when compared to eBay’s Paypal system, but it also helps businesses who already are part of the Google AdWords program. Individuals who sign up with Google Checkout and who are already using the Google AdWords program will receive a shopping-cart icon which will appear on the bottom left-hand corner of their ads. These icons show up on AdWords accounts that are specifically linked to Google Checkout and will not show up on AdSense affiliate network sites.
This icon feature is a big advantage. The sponsored ads will do a lot to attract attention. When you receive more clicks on your sponsored ad, you will usually gain better positions for your ad and receive a better click-through-rate (CTR). This should help you receive more conversions and potentially more revenue. The more eyes you receive on your website the better your chances are in converting the viewers to customers.
As a Google AdWords Qualified Company, Morevisibility is eager to incorporate Google Checkout into our client’s campaigns for e-commerce targeting and ad distribution. Contact your Client Strategist today if you would like to learn more about adding Google Checkout as a component to your campaign.