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ppc

Web marketing is more integrated than you think (Small Business E-commerce Link Digest – October 7, 2011)

by Tim on October 7, 2011

in E-commerce, Marketing, SEO, Search, del.icio.us links

Marketing on the Internet seems to get harder all the time, doesn’t it? Content marketing, paid search, natural search/SEO, display advertising, remarketing, and on and on and on. How can anyone expect to keep up?

Well, happily, here’s a secret: They’re all much more related than you might think. You build content to meet your customer’s needs. That’s a landing page. Make sure it’s got some appropriate keywords in it, get some folks to link to it, and you’re doing SEO (admittedly, a simplified version, but it’s better than nothing). The better its relevance, the less you pay for clicks if you point paid search or display ads to it. And so on.

Happily, loads of resources exist to help you tie your activities together. Here are just a handful of excellent posts to help you start:

Google’s Agency Blog has a great look at using Audience insights to improve your ad campaigns. While Google’s presentation focuses on paid search and display media advertising, the tools offered can help you develop better content and understand your customers’ behaviors more readily, too. (I’ve added the full video below if you’ve got the time to watch it.)
Rimm Kaufman Group’s RKGBlog (one of the Thinks 2011 All-Stars), explores paid search conversion by position. Very cool.
What, you don’t do and paid search or display advertising? You might want to consider it. The Certified Knowledge blog shows how to use PPC to test SEO. Sweet. (And sorry about their “enroll” popup when you land there. The content’s still worth reading.)
Social Media Explorer follows up this theme of “content meets search meets SEO” with this post that, well, explores the future of content in SEO. Very much worth the read.
Now, in case you wonder why all of this is a good idea, check out Drew McLellan’s report on mixing media types. It seems customers exposed to the same message in multiple media channels (surprise, surprise) showed better recall than those seeing the message in only one. Offering the same message, in multiple channels, targeted to the right customer, goes a long way to achieving your best results.

Have a great weekend, folks. And remember, we’re here at Thinks every day helping you untangle the Web to improve your marketing and e-commerce activities. Why not subscribe via email and get these updates delivered to you?

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Technorati Tags: brand building, branding, content marketing, content strategy, conversion rate optimization, E-commerce, e-commerce, E-commerce strategy, e-marketing, ecommerce, google, google adwords, internet business, internet marketing, landing page design, landing page optimization, marketing, marketing best practices, online brand building, online marketing, ppc, ppc marketing, Rimm-Kaufmann, search, search engine marketing, search engine optimization, sem, seo, strategy, integrated marketing

Tagged as: content creation, content marketing, digital marketing, integrated marketing, interactive marketing, landing page, landing page optimization, online marketing, online marketing strategy, ppc, ppc marketing, search engine, search engine marketing, search engine optimization, search marketing, search strategy, sem, SEO

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Some spectacular social, search and conversion concepts (Small Business Link Digest – January 14, 2011)

by Tim on January 14, 2011

in E-commerce, SEO, Search, Social Media, del.icio.us links

We’ve coming into a long weekend here in the States, so here’s a long list of links to help you pass the time:

Dan Zarrella explains why you need to stop talking about yourself on social sites and start talking as yourself. Really good read.
McKinsey explores a new model for marketing. [Free registration req'd.] Interesting point of view on the different forms of marketing and very applicable to the online space.
MediaPost asks “Can SEM be an economic indicator?” Not to spoil the punchline, but the answer is yes. See our review of Bill Tancer’s book Click for examples where it’s already being done.
SEOmoz has a cool social media marketer’s SEO checklist that’s worth, um, checking out.
While we’re on the topic of search, Rimm-Kaufman Group says that core PPC practices haven’t changed, even after all these years. I quite agree.
Clickz suggests you fix your writing to improve your conversion.
And, finally, Mashable has a group of Internet pioneers talking about the future of the internet. Well worth the read.

Enjoy the weekend, Big Thinkers.

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Technorati Tags:
bill tancer, call-to-action, click, click book review, conversion, conversion rate, conversion rate optimization, E-commerce, e-commerce, e-marketing, internet business, internet marketing, landing page design, landing page optimization, marketing, marketing best practices, Mashable, online marketing, ppc, ppc marketing, Rimm-Kaufmann, search, search engine marketing, search engine optimization, sem, seo, SEOmoz, social, social commerce, social marketing, social media, social strategy, strategy

Tagged as: link digest, links, pay per click advertising, ppc, Search, search engine marketing, search engine optimization, sem, SEO, seomoz, social, social commerce, social marketing, Social Media, social media marketing, social network, social networking, social networks, social strategy

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6 quick ideas to grow your traffic. (Small Business E-commerce Link Digest)

by Tim on October 9, 2009

in del.icio.us links

No, I have not turned my back on the idea of improving conversion rate. In fact, dollar for dollar, you’re usually better off putting your energies into turning your traffic into sales instead of driving more traffic. But… that doesn’t mean its bad to fill the top of the funnel too. Especially if you get the right folks to come to your site. How do you do that? These 6 articles from the past week should help:

Got a local business? I’m a big fan of GetListed to see where customers can find you. And where they can’t.
It’s no secret how much I value paid search. But optimizing that can take work. Search Engine Land looks at getting more PPC traffic for lower cost.
If that’s not good enough for you, Google is now experimenting with a flat-fee advertising model. I suspect we’ll see it shake up the local advertising world as the program moves forward.
Google Operating System looks at how Google has improved their support. How does that help you? What better source of information on using AdWords and improving your site’s search ranking than direct from Google, right?
Get social traffic for your business. Mashable has a great look at building your personal Facebook strategy.
And, finally, Bing has a new program called Cashback, where you effectively pay your customers when they click your ads and make a purchase. Andrew Morgan at Rimm-Kaufman Group does a terrific job outlining its benefits and its risks. Give it a read.