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Paid advertising on social media becoming more popularby Andrew Redfern @ 14th August 2009 12:50 pm pay per click It has been highlighted recently how more and more big name brands are turning to social media outlets for their advertising. A report in today’s Financial Times reports that Facebook is now attracting input from global giants such as Starbucks and Coca-Cola. Facebook is an interesting case study because it allows companies to establish a presense on their site for free using it’s Pages funtction. This is complemented by a paid advertising system that displays targetted ads on the right hand side of the screen. As Facebook’s chief operating officer points out “If you look at people’s profile pages, you’ll see a lot of commercial activity even without advertising.”and this makes it an excellent medium for building up a promotional presence. The advantage inherent with social media sites like this is that the very nature of the sites makes it extremely easy to target ads at specific users. The advertising systems can cross-match the data contained in user profiles with the parameters selected by advertisers in order to get their ads showing to a very specific target audience. The problem social media advertising has is a question of user motivation. If someone is search on Google they are actively looking for something, generally users are not looking for products and services whilst on sites like Facebook. Therefore the types of promotion highlighted needs to change, the focus should generally be on informational content and event announcements. This is key to running a successfull social media advertising campaign with a tangible return on investment. It is essential to be providing something that will be of interest to a user rather than trying to meet a pre-existing demand as with systems like Google adWords. Also it is fair to say that currently the model for dedicated social media advertising is very much B to C, there is little evidence to suggest the benefits of a B to B campaign using Facebook. LinkedIn, which has a much more corporate model, is served by the Google Placement Network. So social media advertising with it’s targetting advantages is opening up a new avenue for companies wanting to advertise however it is not as simple as just picking your audience and running your ads. A report in today’s Telegraph highlights research that shows that despite it’s growing popularity social networking adverts fail to engage with over 90% of users. The article quotes Liane Dietrich, managing director of affiliate network company LinkShare
This shows how picking the right message and displaying it in the right way is vital to the success of a social media advertising campaign. They do however offer unparalled accuracy in reaching the exact audience advertising are hoping ot engage with and so, if the underlying message is engaging enough, offer outstanding value for money. Digg Offers New PPC & Advertising Modelby Andrew Redfern @ 12th August 2009 9:56 am pay per click On the 3rd of June Digg announced that in a couple of months, they will start a pilot advertising platform. This platform allowed users to bury or digg adverts that they found useful. The more an advert was buried, the more advertisers paid therefore if your advert was dug more, then the less you would pay. When the announcement was made, I was imagining it would be around October/November time before we would see it, just in time for Christmas. However, it looks that Digg have rolled it out a lot sooner than people had imagined. Ads have now started to appear within the “river” and I imagine there will be an awful lot of clicks on adverts that appear on the home page or on the other high volume pages. As a company, we believe this is a pioneering move by the social bookmarking site, as advertisers now have the opportunity to get really good feedback from actually internet users. Traditionally the only feedback we got was the number of clicks your advert achieved, but now we can see if someone likes what your advertising then they will digg it. As digg is a massive volume website, then you can use this information to see exactly how users interpret your ads, this information is then useful to use across any other adverts you use across the internet.
There currently doesn’t look to be a big relevancy insertion around, however I imagine this will come in the future. This does however, mean that are effectively bidding against digg users instead of other advertisers in order to have your content advertised cheaper. If you are having trouble with your PPC campaign or would like some extra PPC resource then call Hit Search on 0845 643 9289. Remember, its a big world out there, make sure you become visible. Google Adwords, Bing & Yahoo Paid Searchby Andrew Redfern @ 8th July 2009 4:36 pm pay per click 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 Google Adwords PPC Campaigns - How To Write The Best Adsby Andrew Redfern @ 29th June 2009 9:00 am pay per click We are all looking for the best ROI we can get from our PPC, but are we all aware of truly how important the ad copy is in our campaign? The header is the very first thing a users see’s, it’s your one second window in which to attract the eye and call a user to action by clicking through to your site. Your header is your shop window. It needs to be as punchy and relevant as possible. Google adWords gambling restrictions relaxed.by Andrew Redfern @ 16th October 2008 4:31 pm pay per click Reports today indicate that Google is relaxing it’s UK ban on adWords campaigns for gambling sites. The restriction has been in place since June 2007.
The search giant has now changed it’s policy page to read “Google AdWords allows online gambling advertisements to target Great Britain (England, Scotland, or Wales) as long as the advertiser is registered with the Gambling Commission and provides a valid operating license number. Advertisers based outside the UK and within the European Economic Area who wish to target online gambling ads to England, Scotland, or Wales must be licensed to advertise online gambling in their respective country.” Hit Search’s director, Andrew Redfern who is responsible for the company’s PPC managment said “A more open market has to benefit advertisers and consumers alike. We understood and respected Google’s motivation for curbing gambling based products but we feel that reputable online betting and casino sites are now only focusing on responsible, ethical marketing so the relaxing of the restrictions is the right thing to do” This move will open the door and allow major brands to re-establish a presense in the Sponsored Search listings. Perviously this brought in massive revenue to Google however worries about the US Government clamping down on gambling websites and people promoting them the market was suspended. If online casinos and betting shops want to resume using adWords they simply have to set up an account and fill out some legal declarations. They can now advertise their sites as long as they are only targetting a UK audience. Would you like to know more about this subject? 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. American Anti-trust Intstitute calls for limits on Google/Yahoo PPC deal.by Andrew Redfern @ 24th September 2008 12:22 pm pay per click The American Anti-trust Institute (AAI) has called for limits to be established on the forthcoming PPC advertising partnership between Yahoo & Google.
The deal that would see Google adWords ads appearing on Yahoo search results is expected to be a major revenue generator for both companies and is expected to go live as soon next month. In their press release the AAI say “The American Antitrust Institute (AAI) today released a white paper on the proposed alliance between Google and Yahoo, concluding that the transaction should be viewed as presumptively anticompetitive, although it may also contain possible pro-competitive benefits.” The white paper they’ve released runs to 22 pages and will provide food for though for the US anti-trust authorities who are currently scrutinising the deal. The white paper states “Google and Yahoo, the two largest providers of paid search advertising, reached an agreement earlier this summer whereby Yahoo would be able to display paid search advertising from Google. With a U.S. market share approaching 70% to 80% depending on how the market is defined, Google would already be considered a near-monopolist under traditional antitrust standards, and the combined market share of Google and Yahoo would likely exceed 90%.“. When you take those figures into account it’s clear why they have concerns. No statement has been made by either Google, Yahoo or the US authorities however a ruling should be forthcoming soon with the self-imposed 3 and a half month delay period coming to an end. Earlier this month the EU and Canadian authorites outlined their plans to examine the alliance and so it would seem that the deal will warrent further scrutiny. Would you like to know more about this Google and Yahoo’s pay per click advertising deal? 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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