Apple’s Products Market Themselves

July 14, 2009

The Apple marketing strategy revolves around the consumer’s inherent desire to have the latest and greatest.

From Apple’s conception in 1976, to the release of Mac Portable in 1991, and all the way to the market shattering iPhone in 2007, Jobs & Co have been pushing the limits of what’s possible, and what’s needed by everyday consumers.

Apple’s Business Strategy Overview of Apple’s Recent Strategy.
Apple’s Retail Strategy Apple Is Innovating… Again.

Apple’s 2009 marketing plan targets key consumers.

By offering sales & incentives to specific demographics, Apple marketing is directly geared to college students, present or future. Notice the incentives seen in the latest banner ads marketing Apple products.

Apple Marketing Strategy 2009

The first two Apple ads shown are directly geared towards a specific demographic that is likely to continue to purchase Apple products, and also tell their friends about how great they are.

The third Apple ad also appeals to the bargain shopper that just spent money on college.

Apple’s new product strategy? Think like their customer.

With the release of  mobile me by Apple, they are helping to ease the mind of their customer. Everyone knows losing your phone can be horrible, so Apple makes it easier for you to recover their product if you do lose it. Brilliant.

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How to Generate Quality Leads

June 23, 2009

Search Engine Marketing can generate leads 24/7. But What works?

Lead generation is crucial. With so many different ways to generate leads it can be tough to know how, when and where to get your leads for your sales staff. Should you spend your dollars on Google Pay Per Click? Yahoo? Search Engine Optimization?

A marketing research partner surveyed businesses in April of this year, and discovered that Search Engine Optimization can yield the highest volume of leads, and the highest quality leads.


MySpace MyAds Webinar

June 23, 2009

MySpace is hosting another webinar titled “MySpace MyAds: How to Get Started.”

myspace-myadsThere is a limited number of spots available, so be sure to register if you are interested in learning more about MySpace’s advertising platform.

Register here https://www2.gotomeeting.com/register/350923187

A little bird told me they will also be giving away advertising vouchers. I attended their last webinar, and received a $50 voucher.


Why Do People Unsubscribe from Emails?

June 17, 2009

If you want to keep your email marketing list strong, send them relevant content.

Permission based email marketing is one of the best ways to market your business. It is measurable, customizable, and expandable.

The key to long lasting success with your email campaigns is to keep a healthy list, and minimize unsubscribes.

Email Unsubscribe


Why MySpace Is Now Second Best

June 16, 2009

MySpace LogoIn 2003, MySpace was booming. So much so that exchanging MySpace user names quickly became the alternative to exchanging phone numbers in some circles.

So how could such a rapidly growing social network be nearly phased out by 2009?

Shortly after being scooped up by Rupert Murdoch, MySpace began changing their game plan. They moved away from social networking features, and more towards an entertainment hub. They revamped MySpace Music, and began flooding every page with advertisements.

All the while, Facebook was beefing up it’s social network. Allowing users to interact like never before, to “like” items, to share photos, links, etc.

According to the Los Angeles Times “MySpace has been surpassed by rival Facebook in the U.S. market, where it once dominated, and ad revenue for the site is projected to decline.”


Optimizing Your Quality Score Part III

June 15, 2009

As discussed in Optimizing Your Quality Score Part I and Optimizing Your Quality Score Part II

There are four main components to your Quality Score.

Post Written by Michael Villanueva, Pay Per Click Consultant.

Google Quality ScorePreviously we discussed Click Through Rate and Keyword Relevancy.  In this article we will touch on the other two. Ad Quality, and Landing Page Relevancy.

The third part of your Quality Score includes the ad copy. A good analogy of how ad copy works is comparing it to a hotel greeter. The job of the hotel greeter is to welcome customers and patrons to the hotel, while making sure no unwanted guests come into the hotel. Ad copy does the same thing for a website. The ad copy acts as a prescreening tool for customers. The ad copy must be a clear and enticing message about what a website has to offer. Continuous ad copy testing is a good way to test to improve and compete in the competitive landscape of any industry.

The final piece of quality score includes the actual website or landing page. The message from the ad copy to the landing must be continuous and clear. Once a potential customer comes to view a website they will take an average of 7 seconds to find what they are looking for. If your website does not allow a user to find what they are looking for in 7 seconds, the visitor you have paid for will have left your website. The amount of time a visitor spends on the landing page is a good indicator of the quality of the landing page. We highly believe Google keeps track of this.

Before you attempt to improve your quality score, it would be a good idea to benchmark your starting point. The Google & Yahoo interfaces both have quality score indicators. Yahoo has quality score indicators for both keywords and ad copy shown on a bar chart. Google has a similar feature, but you can also run a quality score report on Google that shows a more detailed report on quality score.

We wish you all the best in your Quality Score optimizations! Stay tuned for Optimizing Your Quality Score Part IIII.


Optimizing Your Quality Score Part II

June 10, 2009

As discussed in Optimizing Your Quality Score Part I

There are four main components to your Quality Score.

1) CTR%

2) Keyword Relevancy

3) Ad Quality

4) Landing Page Relevancy

In this article we will touch on the first two. Click Through Rate, and Keyword Relevancy.

Pay Per Click MarketingClick Through Rate (CTR) is the biggest factor in determining quality score out of the four. It is important to the search engines, because clicks are how they get paid. There are two factors that determine the click through rate of a certain keyword and ad copy. They are ad position and ad quality.

Search engine users typically have their eyeballs mostly on the organic listings and the paid listings above them. Having a better position guarantees more eyeballs on an ad copy. The quality of the ad is also important. Advertisers will want to make sure that the keyword is somewhere in the ad copy. The copy also needs to convey a quality and accurate message about the products and services.

The keyword being searched for also needs to be relevant to the ad copy and landing page. For example, the keyword phrase “tickle me Elmo” is a more relevant keyword than the keyword “toy” or “doll” to a landing page that specifically sells tickle me Elmo dolls.

The keyword “toy” and “doll” are still relatively relevant keywords for a landing page for tickle me Elmo’s, but they will most likely receive a lower quality score. The search engines also have a minimum bid for each keyword. The minimum bid depends on the quality score of the keyword. A more relevant keyword will have a lower minimum bid.

Optimizing Your Quality Score Part III Covers Ad Quality & Landing Page Relevancy

Optimizing Your Quality Score Part IV– All about Negative Keywords

Post Written by Michael Villanueva, Pay Per Click Consultant.