Search Engine Marketing (SEM) In 2012

March 22, 2012

The world of SEO and SEM is changing. Companies used to be able to rely on Pay Per Click (PPC) for their search engine marketing efforts.

In 2012, we find a marketplace with increased Cost Per Click (CPC) for AdWords traffic, as well as a decline in total Click Through Rate (CTR) across a number of search engine advertising platforms. It is estimated that only 15% of all search engine traffic is sent through PPC ads, where as the remaining 85% of clicks come from SEO, or organic / un-paid search engine traffic.

State of SEO / SEM in 2012

While advertisers are scrambling for new opportunities for web traffic from upstart social networks (Twitter, Pinterest, Tumblr), there still proves to be a whole world of customers still searching the web.

The truth is, less consumers are searching from their home computers in 2012. The screen time, and attention span has shifted to the smaller screens of mobile devices like smartphones, tablets, and netbooks. In a fast paced, ever changing marketing environment, it is important to stay on top of the trends.

What are you doing in 2012 to leverage new marketing channels?

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New Google Search Coming Soon

August 10, 2009

Google Is Changing Their Search Engine.

Lego Google LogoThe household search giant Google (GOOG)  is changing their search engine. Lucky for us all it is for the better. With faster results, more results, and better results, analysts are speculating this new innovation is in direct response to Microsoft’s Bing.

Mashable did an in depth test comparing Google’s current search, versus their up coming search.

“While this test was nowhere near scientific, we do have some solid takeaways:

New Google is FAST: It often doubled the speed of Google classic.

New Google relies more on keywords: SEO professionals, your job just got a lot harder. The algorithm’s definitely different. It has more reliance on keyword strings to produce better results.

Search is moving into real-time: Being able to get info on breaking events is clearly a priority for Google and Bing. With both Twitter (Twitter) and Facebook (Facebook) launching real-time search engines, they needed to respond.

It’s partially a response to Bing: At least, that’s how we feel. This new search has a focus on increasing speed, relevancy, accuracy, and the index volume, things that Microsoft really hit on when it released Bing. It feels as if Google “Caffeine” is meant to shore up any deficiencies it may have when compared to Microsoft’s offering, though it’s been in the works long before Bing launched.

The new Google will only get better as features are implemented and developed. The end result is a better search experience for the user. Competition really does breed innovation.”


Pay Per Click – Optimizing Your PPC Quality Score Part IV

July 16, 2009

Optimizing your Google Quality Score takes strategy and diligence.

Once you are done creating a new campaign and satisfied with your negative keyword list you will want to set a date to revisit the negative keywords. SEM is an on-going task of maintaining your campaigns.

Get help optimizing your Google Pay Per Click Campaigns.

Pay Per Click (PPC) ExamplesIf you are lucky enough to have a good account representative you may want him or her to revise the negative keyword list. They usually do a good job of creating negative keywords, because of the wealth of information they have access to. They also have a vested interest in protecting your CTR. A higher CTR means more revenue for them, and you benefit from more relevant visitors.

Negative keywords can make or break your Pay Per Click Campaign.

So how many negative keywords should a campaign have? I would say start with at least 100. Google currently allows an unlimited number of negative keywords for each campaign. A negative keyword list can get very large, because an advertiser could use an almost infinite amount of words that is not related to the industry they represent. If you are just beginning to start a campaign you may want to dedicate half of a day to come up with negative keywords using your brain and keyword generation tools. Make sure you absolutely do not use negative keywords that an actual customer may use to get to your site. You do not want to lose out on customers because you were too zealous creating negative keywords.

Post written by Michael Villanueva – Pay Per Click Guru


Yahoo’s Rebranding

June 27, 2009

Yahoo RebrandingLed by new Chief Marketing Officer Elisa Steele, Yahoo (YHOO) is planning a brand overhaul. They have reached outside the company and called upon Landor Associates and former marketing exec Penny Baldwin to shoulder the task.

There are plenty of other things to smile about at Yahoo lately. The stock has been climbing steadily over the past few months, and the harsh crash in November of ’08 is a distant memory.

Here’s to the end of the obnoxiously catchy YaHOOOOOOooooooOOOO yodels.

What direction should Yahoo take with their marketing?


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.


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.