In paid search, itís one thing to get a click but itís completely something else to get a visitor to convert. To get a high enough ROI to make paid search profitable, practitioners need to be proficient not only in PPC optimization tactics, but also have ninja techniques on how to improve conversions.
Tip #1: Include Privacy Lines
Tip #2: Use Short Forms
Tip #3: Use Relevant Product Images
Tip #4: Incorporate Benefits Into The Various Page Elements
Tip #5: Test Your Copy Above Forms
Tip #6: Try Dual-colored Call To Action Buttons
Tip #7: Test Bigger Buttons
Intro: Choose the least annoying
Both Hulu.com and YouTube know that many of their viewers hate commercials, and yet their business models have depended mostly on advertising. So both have been trying to make online commercials more appealing. And both are headed in the same direction: offering online viewers the chance to choose which commercials they watch.
The system isnít perfect. By the time users decide to go with an alternative, they may have already seen a good portion of the first ad. Beginning a second one means a longer commercial break.
So why not delay starting an ad to let the user choose first? Hulu has tried precisely that with an older format it still uses. It found, however, that many users were annoyed by the process of having to choose or wait for a default choice.
It is possible that Hulu may decide that free, ad-supported television simply isnít viable. Last year, it introduced a subscription service, Hulu Plus, that is growing rapidly. For $7.99 a month, the subscribers have access to more episodes of shows, can watch the shows on portable devices and are exposed to fewer commercials, though still some. The company says the service exceeded one million paid subscribers this summer and expects its subscription services to account for more than half its overall revenue within the next 12 months.
THEN there is another strategy: creating commercials that people actually look forward to watching. Consider last yearís Old Spice commercials, featuring Isaiah Mustafa as the Old Spice Man.
Ad fatigue is the most common problem in Facebook advertising, so you need to stock-pile multiple good ideas for ads to test and rotate in to maintain a certain level of ďfreshnessĒ.
1. Plain Text on a White Background
2. Brainstorms from Google Image Search
3. Relevant, Familiar Faces
Intro: A good article on basics
Every now and then, though, we all need to remember the basics that are the framework behind every successful PPC campaign. And if youíre new to PPC, step away from the AdWords interface now and take a look at these mainstays before you do another thing with PPC.
Pillar 1: Goal Setting
Setting goals is the cornerstone for your PPC campaign. Without clear, measurable goals, your campaign will be built on quicksand.
Pillar 2: Keywords
Much has been written about keyword research.
Pillar 3: Ad Copy
Most keywords will be relevant for a decent number of advertisers; even branded terms often have competitors bidding on them.
Intro: We want better, more relevant results from our Internet searches, but we donít want to be tracked to get them.
Whatís more, 68% said theyíre not OK with targeted online ads because they donít like their behavior tracked and analyzed, a finding consistent with earlier studies by others.
Thereís a paradox here, of course. People say they want relevant results, and in fact they say search engine results are getting more relevant. But better relevance is happening largely because of personalized results based on data collected about peopleís activities online.
The free application, which allows users to snap, edit and share photos to the Instagram network and other social networks, has quickly become a popular tool among consumers and brands.
With so many seemingly similar applications out there, what makes Instagram different? Why should brand marketers pay special attention to this one? Check out these seven reasons why itís necessary to understand the relevance of Instagram and decide if your brand should be part of its Insta-takeover.
Intro: Creating a great landing page is a critical step in the conversion funnel.
By viewing the page as a speed bump in the conversion process rather than an information dump, youíll find users will be inclined to move onto the next step, and theyíll do so because there is less friction.
In addition, youíll be able to attach ROI measurements to your various marketing campaigns. As you test and refine your campaigns, this insight into their net values will enable you to become more efficient and effective at driving down costs per acquired customer.
Intro: The Best Look at Facebook As a New Business, Not Just a Marketing Platform
At this year's Web 2.0, Mary Meeker shared a staggering statistic: the number of people on social networks today exceeds the number of Internet users in 2006. Seventy percent of those individuals use Facebook. Never before has a brand had such rapid adoption, frequent engagement and deep trust. The Facebook phenomenon has executives scrambling to respond to questions from their CEOs and boards, namely "What's our social strategy? What are we doing with Facebook?"
What follows below are four examples of major brands using Facebook. When you evaluate their strategies, think through the three points above and ask this simple question: What relevant and compelling consumer problem does this address and how does it deliver benefit to the business?