The Future of Marketing in America, PPC markets, and localization:
The Future of Marketing in America, PPC markets, and localization:
The future of search Engineering and marketing continues to evolve primarily as:
1) Web Search engines learn to integrate 'relevant' feeds of Directory, News, Groups, etc. and relevant promotion (for each feed type) into our everyday search results and categorization of information (this is one to think about)..
2) Information indexing, literally the 'meaning' (or most relevant relationship of words to links) becomes 're-constructed' by search authorities based on relationships of ranked inbound linking (the metaphor is similar to the 20 bloggers who got Google to accept the keyword relation of "miserable failure" with George Bush's resume URL at the whitehouse website)... to influence the current relevant meanings of words to something on the Internet ...
3) Valuable, popular and Constantly updated feeds provide website 'stickiness' (branding, latest specials, highly focused content), improving conversion ratios, as well as influencing search engines ranking, and inter-linking attractiveness (again influencing rank)
- Google considers Blogs as websites, and blog / rss search engines scan your site and update their indexes as well as rss subscriber notifications in minutes vs. getting a submitted URL indexed at Google/DMOZ.
- Blogs and RSS feeds represent current information that is being regularly updated. As such it can be highly relevant. The 'blogosphere is 60X as great today as just three years ago. Blog daily updates are common, vs. average 1-2 mo. website updates.
4) Google continues to drive thought leadership in promoting relevancy and meaningful links (creating meaning - keys - for links) promotes the most relevant search results.
- The other major search engines are following Google's lead in inbound linking, applying some type of 'ranking' by relevancy strength - realizing that it does indeed support better searches
- For PPC marketing, this means additional SEO and copy writing skills are needed, as Adwords-based landing pages require more consistency, topic relevant, stronger copy writing for landing pages vs. short PPC ads and SEO skills, that translate to higher clickthru, visitor reception, and better potential for conversion.
5) New technologies drive additional meaningfulness and value based on improving 'relevancy' even more:
- Localization in PPC promises targeted reception of visitors limited by the geographic presence - This means that Internet advertising can now be very cost effective for any business that gets all their prospects and customers in specific local geographic areas.
- Localization in SEO terms is more about tailoring target site with a localized flavor in addition to it's target keywords, so searches extended with localized city, state, or regional keywords, are optimized for those pages. Top industry and localized ranked site also often get top search results positioning.
Labels: Internet marketing, local, localization, PPC, Search engineering, SEO
Setting Up An Effective PPC Campaign
Setting Up An Effective PPC Campaign - Bullet Points:
1) Getting the "right keywords" and "right keyword filled messages" to "active, highly targeted, popular or nich'ed search requests" OR relevant content promotions vehicles:
- This planning and periodic review entails standard keyword popularity and pricing analysis, market keyword and associative-pairing of ongoing search engine monitoring (and back-end search engine reporting systems), along with competitive matching (to see you found how the market finds you and your 'brand' competitors)
2) DEEP competitive analysis of your competitors’ SEO on-page strategies for multiple landing pages (key pairs and densities/proximities) as well as the complete DETAIL of EVERY PPC AD keywords, PPC AD Text, TARGET landing page and competitive PPC costs - per AD placement and traffic-Total_Costs:
- The detailed keyword competitive analysis along with a detailed backlink analysis by rank, exposes the competitive SEO strategy, and well as often providing clues to yet untapped keyword markets.
- The PPC competitive data not only helps write better competitive ads, but in combination with matching for specific traffic 'spikes' (related to keyword-influenced traffic from search engines AND other referred - redirected traffic), it shows both the most influential and competitive niche markets
3) Full leverage of PPC localization and filtering:
- Localization in PPC offer to limit market reception to tight geographic visitor targeting, resulting low cost ad fees, with localized relevant reception
- Filtering out query extensions to not show ad also for visitors offering no value - ex: 'free' or crack, sex, etc.
- Filtering may address PPC fraud protection.
4) Well coordinated AD-to-landing-pages processes and compliance, with enticing conversions, and other properly managed fulfillment:
- Matching sponsored ad to landing page text
- SEO optimized landing pages
- Lower costs and intial PPC bids
- Action fulfillment as phone numbers should be different to separate identification of marketing programs leads
- Detailed tracking of visitor experience to influencing source for marketing and costs
5) A well managed strategy and on-going managed service process:
- Whereas with Yahoo SEM, the best semi-automated positioning may be to support 'bid jamming' in 2nd place, Google Adwords' multi-page sidebars responses in positions 4-7, by clickthru rating and applied cost breaks, may be more favorable than jockeying for positions 1-3 (old metaphor)
- Sometimes, for example resulting from high clickthru and relevancy, a very high initial competitive bid pays only a fraction of that rate.
- Constant searches, reviews for new, emerging, spot, seasonal changes in market keyword search activity as well as aggressive ongoing competitive traffic analysis.
Disclaimer: It should be noted that although PPC marketing works for virtually every market, there are some very dynamic markets like real estate where virtually all ‘search-referred’ traffic is SEM (PPC) based today (and where newspaper ads are virtually dead)
technorati tags: Search_Engine_Marketing, Internet_marketing, SEO, PPC, Search
Labels: Internet marketing, PPC, Search Engine Marketing, SEM, SEO
