Articles in The 'sem' Tag


January 11 2011

1.11.11: Celebrate This One Fine Day

by Tiffany Weimar

Marketers, it’s your time to shine! Days like today offer once in a lifetime marketing opportunities, literally.  Restaurants, hotels, casinos, beauty salons, and others are offering amazing discounts in celebration of January 11th, 2011.  Whether it’s Papa John’s offering 2 pizzas for $11.11, Atlantic City resorts offering 11 hotel rooms for $11.11, or salons giving manicures for $11.11, companies nationwide are using today as a chance to gain new customers while rewarding their current customer base. 

In the online space, expect to capitalize on discounts seen through emails and social media channels.  If you’re on Twitter or Facebook at 11:11 am or 1:11 pm, I’d look for some special offers as well.  Using social media to promote these offers are an awesome way to enhance brand awareness and interact with your constituents in real-time.  

Throughout the year, marketers are given unique opportunities to be creative.  Unfortunately, many marketers are so caught up in their day-to-day “To-Do’s” that they fail to think through taking advantage of upcoming inimitable events.

In the spirit of 1.11.11, I have formulated five online marketing ideas to capitalize on in the future.

  1. Dates! 1/11, 2/22, etc…  These are all great opportunities to offer exclusive daily promotions.  Be creative by playing off of the date exclusivity (Today, you will see 11% off, $1.11 for “x” product, etc…).
  2. Holiday Promotions.  This year, we saw some e-tailers take advantage of “The 12 Days of Christmas”, offering a different promotion each of the days leading up to Christmas.  Penetrating social media outlets on this offer made the marketing opportunity even better, as it encouraged consumers to continue following the companies each day.
  3. Weekly Offers.  In the online interactive marketing industry, some companies offer promotions on specific days.  For instance, “Mobile Mondays” was created by an agency to host a Monday Twitter Chat with the goal of giving expert advice on mobile advertising.   
  4. Black Friday.  This is every shopper’s dream (or nightmare!).  In 2010, “Cyber Monday” (the Monday after Black Friday) was a huge success.  Take advantage of this opportunity by creating special promotions for these two heavily anticipated sales’ days.
  5. Create unique promotions for each media outlet.  Having a mobile website offer or Facebook only discount promotes each marketing channel, ultimately applauding customer loyalty and encouraging recruitment of new followers/customers.   

 

January 6 2011

Adwords Rules! Literally

by Fiorella Alvarado

Stayed up until midnight to adjust your Black Friday budget? Worried about bids while on vacationing in the Caribbean? Don’t fret — Adwords Automated Rules has come to your rescue.

The new feature allows advertisers to schedule changes at campaign, ad group, keyword or ad level. You could set up a rule that enables your special promotion ads to appear at the time the sale goes live or maintain first page visibility by raising the maximum CPC when an ad falls below a certain position.

Adwords Rules

Image from Google Adwords Blog

You are limited to 10 active rules and Google does not recommend using Automated Rules for campaigns that have other automatic bid management settings enabled as they could conflict with each other. 

Creating rules makes the management of your Adwords account more efficient since you don’t need to log in every time a change is need. However, you must keep an eye on the rules to make sure they perform as expected and remember that the automated rules do not replace the need for consistent optimization and basic best practices.

January 4 2011

Four Steps to Start 2011 Right with a Quick AdWords Audit!

by Theo Bennett

If you’ve resolved to get more from your AdWords efforts in 2011 but don’t know where to start, here’s a hint: CAMPAIGN SETTINGS.  You’ll want to log-in to your AdWords account, go the “Campaigns Tab” select “Settings” for “All Online Campaigns”; then follow these four quick settings tips to help you get more sales and leads in the New Year.

  1. Location
    Location is exactly what it says it is.  It’s the geographic location that your ads are showing.  If you’re a pizza place in Fort Lauderdale and your targeting “All Locations” that means that someone in Bangladesh looking for a slice could see your ad.  Even if you deliver, crossing the International Date Line is probably out of the question.  If you do have prospects everywhere, run a “Geographic Report” and identify any countries, states, or territories that are not performing and exclude them from your targeting.
  2. Language
    Another obvious column heading; this is the language setting of the users that you are targeting.  If you are running a Spanish campaign, make sure that the language matches the language of your ad copy, target audience and website landing pages.
  3. Networks
    Here is one setting that is likely the most abused.  If you see campaigns with “ALL” then you are wrong!   Each campaign should target one of three things: Google, Google and Search Partners, or the Google Display Network.  (You could also break down the Google Display Network into Content Matched Sites or Targeted Placements but I’ll give you a pass if you are targeting both in a campaign.)   If you are mixing Search and Display, then stop what you are doing and break them out into two separate campaigns now.  Seriously, do it right now.
  4. Ad Scheduling
    What a simple, straight-forward column heading.  Ad Scheduling is when your ads appear throughout the day.  If you’re not a 24-hour shop, people don’t wake in the middle of the night to search for what you sell, or you’re not open on the weekends, then you may want to consider scheduling your ads to appear when you are open or when people are converting.  How do you know if you get conversions on the weekends?  Simple, select a campaign, then select a tab, let’s say Ad Groups, then click on Segment and select “day of the week” and BOOM, all of your data is now segmented by the day of the week.  Do you get conversions on Sundays?  No.  Then click on Ad Scheduling and change your ad’s to run Monday to Saturday.  If you want to get more granular, use Google Analytics or your favorite analytics tool to get a feel for your ROI by the hour.  No conversions between 1:00 AM and 4:00 AM?  Back to Ad Scheduling to make sure you’re not spending any money when no one’s buying!

Campaign Settings are the foundation of your AdWords success or failure; however, these steps just scratch the surface of optimizing AdWords campaigns.  Start here and keep digging and 2011 will be a much better year!

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