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Hit Search Online Marketing: Paid Search Predictions for 2010by Andrew Redfern @ 8th February 2010 12:07 pm Google adWords It is widely expected that the amount of money invested by businesses into the paid search market will grow significantly over the next 12 months. This means that the need for campaigns to deliver an ever-increasing return on investment (ROI) is greater than ever. Digital marketing community Econsultancy has posted its predictions for the paid search market in the next 12 months. • High keyword prices will force marketers to try new strategies According to research carried out in the US, two-thirds of marketers see their biggest challenge in the paid search market as high prices for keywords. Despite the growth of paid searches beginning to slow down, advertisers are continually pumping more money into the industry, and as a result, keyword prices are becoming more expensive. Because of this, marketers will need to focus on careful keyword management, testing, and targeting, in order to increase the ROI on their campaigns. Quality Score optimising will become a priority; this will bring costs down whilst simultaneously driving conversions up. Geographic and demographic targeting will also be more widely used this year, with these strategies reaching out to national advertisers and retailers. • Paid search will be more integrated Although search marketing accounts for more than half of digital marketing budgets (representing tens of millions of pounds for the larger companies), most search marketing programmes are still managed separately from traditional marketing departments. This year, organisations will look to integrate their paid search operations more tightly into the business, rather than running them as a standalone unit. Integrating systems will make search marketers change the way they report and organise their KPI’s, leading to a big shift in how this information is communicated upwards in the business. Search marketers will therefore need to adjust to new processes, using dashboards and proposals for investment. In return, they will be looking to see more executive support and therefore larger budgets. • Paid search will go multichannel Google recently found that over half of online shoppers research their purchases on the internet before eventually buying the products in-store. On this basis, search marketers are currently missing out on credit for half of the revenues their campaigns are driving. However, the tools for measuring across channels are now much more accessible to businesses, whether it’s linking phone numbers to keywords, or taking in-store surveys to see how the customer learnt about the products they’ve purchased. These tools will make it much easier for firms to make properly informed decisions on the allocation of their search budgets, and also make sure that they are driving both online and offline conversions. Learning how offline buyers are researching their needs will allow multichannel traders to find new, low cost keywords to drive profitable expansion of their paid-search programs. • Facebook and Twitter Will Give Google a Run for Its Money Social networking sites like Facebook, which currently has over a billion queries on its site every month, will extend their own search technology to allow users the ability to query the content in their news feeds. This will make it much easier for users to get recommendations from their friends on anything from restaurants and mobile phones, to films and TV programmes. Advertising money for keyword placements is sure to follow suit, therefore search marketers will need to alter their campaigns to account for a more social set of keywords. This will enable them to catch consumers earlier in the consideration process than they could on traditional search engines like Google or Yahoo! And since these users will still in the research phase of purchasing a product (ie, placing a lot of value in word-of-mouth recommendations) these clicks could be very valuable. While it will be difficult to incorporate all of these changes into campaigns, those marketers who can capitalise on some of these trends will most likely be a step ahead of the competition. Ref: HSLP0101AA206 Spotlight falls on Bing’s PPC policies after report on online drug paid adsby Andrew Redfern @ 6th August 2009 11:05 am Google adWords Interesting report on SearchEngineLand today. They quote a report by LegitScript and KnujO that reveals that the overwhelming majority of pay per click ads featured on Bing for online pharmacies lead to what official guidelines would term “Rogue” sites. This controversy has echos of the furore in November 2008 when Baidu was found to be carrying, and in fact favouring, links to bogus hospitals in China. The report claims that of the online pharmacy ads featured on Bing’s adCenter Pay-per-click advertisting system almost 90% were for drug suppliers that fall into the categories of:
This study was carried out in the last two months and shows how disreputable companies can simply side-step all the excellent work carried out by the search engine’s alogrythms in weeding out sites like this from the natural organic listings. Interesting this report comes out on the same day that Facebook announced it was tightening up it’s advertising guidelines. A few weeks ago Hit Search were asked to contribute to an ongoing BBC investigation into how the Google adWords listings were being used be bogus ticket agencies. It show the a PPC budget is, in some cases, the perfect shortcut. Whilst it is extremely difficult for disreputable sites to climb to the top of the natural listings without resorting to an expensive, time-consuming black-hat link building campaigns. Google has always steered clear of allowing sectors such as online pharmaceuticals and adult website to use it’s paid search system, Google adWords. Until recently it would not allow any advertising to do with alcohol and gambling however it relaxed these rules in certain geographic areas last year. Google Adwords, Bing & Yahoo Paid Searchby Andrew Redfern @ 8th July 2009 4:36 pm Google adWords Although most companies look for search engine optimisation as a means of generating business. There is also the option to use paid search. This is ideal for companies who look for a quick return on investment with the option to target their audience down to the smallest detail. Yes we know Google are probably the market leaders when it comes to natural searches, this is probably also the case with paid searches. We have the option of picking keywords and finding out the average cost per click for certain positions. We also get details on how many clicks you would expect on each day. Although this is an average, its a great tool to guage how much budget you would need for an effective paid search campaign. Although you have all the tools in place to be able to run a campaign, there are 100’s of little extras built into Google, yahoo and bing paid search campaigns. These are little bits to help you get the best out of your campaign. Rather than try to figure all these out on your own, there are companies that are qualified in managing these adwords accounts. These companies can generally help you run your campaign in the best way possible aswell as cutting out words that don’t convert. Would you like to know about Paid Search? If so, contact Hit Search on 0845 643 9289 Cosmetic Surgery Marketing & Search Engine Optimisation (SEO)by Andrew Redfern @ 6th July 2009 5:27 pm Google adWords There are plenty of cosmetic surgeons out there, who have a website, or have thought about getting a website. The one thing they haven’t thought about, is marketing. A number of websites that exist today can only be found when you search some really obscure terms as they have not looked to implement an internet marketing strategy. Maybe they don’t believe its worth it, or maybe its just because they’ve not got round to it, but they could be missing out on a significant number of bookings each day. If, for example, a company where paying for adwords or pay per click advertising, then they could be spending an awful lot of money, really quickly. Google traffic estimator tells us that at a possible cost of £4.43 per click, with an estimated 87-109 per day, you could easily spend £490 each day. If you think there is on average, 30 days per month that is £14,700 as a possible spend to generate a few leads.
This is why marketing should really be carried out by internet marketing professionals who can understand your product and help you gain some really good natural listings across a number of phrases (remember the quote above was for 1 phrase only). If you don’t run marketing, but believe the costings are too great, then don’t be scared by the numbers above. Search engine optimisation normally comes at a fraction of the above cost and instead of letting your website just go dormant, you may aswell turn it active and generate some really good leads. Don’t just let your website die, as you can see above, there is people out there searching for your product providing your internet marketing plan is implemented professionally. Google Adwords Test - Can You Answer These Google Adwords Questions?by Andrew Redfern @ 17th June 2009 11:04 pm Google adWords Can your Online marketing agency answer the follow questions? We have five questions from the Google Adwords Exam - print out a copy and see if you Adwords Agency can answer them all. (1) Google determines your keyword’s Quality Score for search by considering all of the following factors, except ______. a) cost-per-click (CPC) bid (2) For internationally targeted campaigns, you should write your keywords and ad text in your native language. a) True (3) ROAS is an acronym for a) revenue of ad spend (4) Cost-per-acquisition (CPA) can be a measure of advertising effectiveness. a) True 1. Define marketing objectives, metrics, and budget a) Set CPC’s and daily budget Did they get alll five right? if not give us a call! Contact Hit Search, Search Engine Optimisation and Pay Per Click specialists, on 0845 643 9289. Remember, its a big world out there, make sure you become visible. Liverpool online retailers show growth despite credit crunchby Andrew Redfern @ 12th January 2009 12:10 pm Google adWords Liverpool Daily Post : Online offers delivers big sales increase
Shop Direct are reporting that despite the gloomy economic news they have seen strong growth for the crucial Christmas period compared with the previous year. It says that online retail is providing an ever increasing percentage of their turnover and are in on schedule to meet their target of having 70% of their sales coming via the internet. The ambitious total shows crucial the web is now to retailers and comes amidst a backdrop of profits warnings in various other sectors. A stark reminder, in any were needed, of how vital online sales (and therefore web marketing) is to business to consumer (or B2C) retailers came last week as Zavvi closed it high street stores after becoming embroiled in the fallout from the Woolworths insolvency. Zavvi relied on Woolworths for it’s online arm and once that salesflow was cut off the writing was on the wall. At Hitsearch we have seen unprecedented sales figures for our retail clients, Google adWords campaigns have shown some quite amazing cost per sale figures with some customers selling out entirely and others having to draft in staff from other departments to meet the demand. With these optimistic figures, however, comes a note of caution. Shop Direct said it will continue to develop its offer in 2009 but Mr Newton-Jones expects conditions to remain difficult for retailers. Would you like to know more about online retailing? If so, contact Hit Search, SEO and Google adWords qualified PPC specialists, on 0845 643 9289. Remember, its a big world out there, make sure you become visible. CNet : Search advertising defies economic gloomby Andrew Redfern @ 8th October 2008 12:50 pm Google adWords In an article published today CNet are reporting the search advertising market is staying bouyant despite the general economic downturn. They quote the Interactive Advertising Bureau as saying internet advertising revenues rose 15.2 percent, to $11.5bn (£6.5bn) during the first six months of the year, compared with the same period last year. According to the figures search advertising systems such as Google adWords and Yahoo Search Marketing have increaded their share of the market rising to 44% (an increase of 3%). The search advertising sector in it’s entirety was worth $5.1 billion during the first half of 2008, this was up 24% on 2007. Banner advertising also grew by 19% up to $3.8 billion over the same period. The report would point to the conclusion that companies are switching budgets for more traditional advertising mediums such as newspaper & radio ads to internet advertising. Internet based systems like Google adWords have an advantage over other marketing methods because they are easier to set up, easier to target and much more measurable. Would you like to know more about search advertising? If so, contact Hit Search, SEO and Google adWords qualified PPC specialists, on 0845 643 9289. Remember, its a big world out there, make sure you become visible. Other Related Stories That May Be Of Interest:
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