You create on-line ads to be displayed prominently on major search engines Google, Yahoo and MSN. Your ads are created based on your industry and keywords and keyword phrases commonly used within your industry. When consumers search on the major search engines using one of your keywords/phrases your ad appears next to the “natural search results”. You are now advertising to an audience that’s interested in your products or services. Consumers can then simply click on your ad to request service, information or to learn more about your company and its products/service offerings.
How do I control where my adverts appear?
How do I control where my adverts appear?
Each provider will allow a business to advertise on their network on the specific keywords or phrases that they choose. Most providers also offer a range of matching options.
How are adverts positioned?
In most cases an advertiser’s position within the search results is determined by how much they are prepared to bid for each click through to their site. Google Ad Words, Yahoo Pay per Click and MSN (Bing) adCenter, in addition, consider the relevance of an advertiser’s advert text and website when ranking sites.
How much does it cost?
This will vary depending on how much an advertiser is prepared to pay for each click and the number of clicks they receive. In some markets with high value orders, (such as legal, property or financial services) advertisers will be prepared to invest more than in lower cost markets.
How do I measure the effectiveness of PPC?
It is possible to use ‘conversion’ tracking code which registers when an online form or an online sale has been made as a result of the advertising. This allows the cost per inquiry or sale to be established, and for the most effective keywords to be identified, although it does not measure any offline or email activity that may have been generated, or the effects of any brand awareness or repeat business that may take place.
What common mistakes do PPC advertisers make?
Despite being simple to set up, making the most of pay-per-click advertising is a complicated and time consuming process – here are some common mistakes new advertisers make:
- Targeting very general keywords – for a business which a localized or specialized, offering targeting keywords which are too general will lead to paying for a proportion of clicks from visitors who may be unlikely to make a purchase or enquiry.
- Not targeting a wide enough range of keywords – many advertisers target a small range of the most obvious keywords and as a result there is often much less competition for more specific or less obvious terms, resulting in lower costs. These type of keywords are often searched for by users who have refined their search and may be more likely to make a purchase of inquiry
- Bidding more than is cost effective – in some markets there is a great deal of competition to be ranked highly for the most obvious keywords, which can result in a bidding war and advertisers moving past what is cost effective for them.
- Not considering the target website – often a large amount of money is invested in the advertising with little thought given to the process and decisions a user will go through once they reach the site. Making the visitor’s journey simple, establishing credibility and providing key information on products or services can all help to convert the visit being paid for into a lead or sale.
In Summary: You create on-line ads to be displayed prominently on major search engines Google, Yahoo and MSN. Your ads are created based on your industry and keywords and keyword phrases commonly used within your industry. When consumers search on the major search engines using one of your keywords/phrases your ad appears next to the “natural search results”. (See SEO our section http://www.digitalassemblyline.com/marketing/seo.html). You are now advertising to an audience that’s interested in your products or services. Consumers can then simply click on your ad to request service, information or to learn more about your company and its products/service offerings.
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Tags: Adsense, Adwords, Adwords Washington DC, Cost Per Click, Internet Marketing, Keywords, Pay Per Click, Yahoo Advertising
Posted in Branding | Edit | No Comments »
Monday, December 7th, 2009
Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?
Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.
The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand.
Brand Strategy & Equity
Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too. Your brand can also help promote your website if it incorporates keywords or keyword phrases, both important elements when perfuming SEO (search engine optimization) on your website. Some may refer to this as SEM (search engine marketing)
Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coke vs. a generic soda. Because Coca-Cola has built powerful brand equity, it can charge more for its product–and customers will pay that higher price.
The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not just the shoe’s features that sell the shoe.
Defining Your Brand
Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
Do your research. Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think. Know what they think.
Once you’ve defined your brand, how do you get the word out? Here are a few simple, time-tested tips:
- Get a great logo. Place it everywhere.
- Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
- Integrate your brand. Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything. Integrate your brand wherever you can on the web. (Remember your brand exercise should include the incorporation of Search Engine Optimization and Search Engine Marketing) SEO-SEM.
- Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
- Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand. You may wish to include Strategic Keywords and keyword phrases in your tagline. These keywords can help with your search engine optimization or search engine marketing efforts. (SEO & SEM).
- Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.
- Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.
- Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can’t do this, your attempts at establishing a brand will fail.
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Tags: brand exercise, Branding, brands and search engine optimazation, developing a brand, Internet Marketing, Keywords, Natural Search Rankings, Search engine Management, Search Engine Optimization, SEO, SEO Campaign, Yahoo Advertising
Posted in Branding, SEO | Edit | No Comments »
Monday, November 23rd, 2009
Effective keyword and keyword phrase research can involve numerous tasks and will never end, as long as you continue your CPC (cost per click) or PPC (pay per click) campaigns and Search Engine Optimization (seo). This is a process of discovery testing and growing your search engine optimization and PPC campaigns. As you develop more data from search queries your choice of keywords grows and as you need to carefully select words to work with. There is no guarantee that any of those words are going to be a success. That’s why keyword research is also a time of discovery and testing. The good news is that with each deployment of new content with the keywords you have an opportunity to fine-tune your site and gain an advantage over your competition. Digital Assembly Line.com has two dedicated analyst researching keywords and writing content for clients that use our services for Pay Per Click and SEO. that involve
Researching the keywords involves communicating effectively with your client, studying audience research, taking advantage of some of the professional tools that are available and of course studying the client’s competition. Areas that you may wish to consider looking for strong SEO keywords or effective CPC keywords are social sites and user communities that might be heavy on keyword data.
The bottom line is this Keyword Research and Keyword Phrase Research is the basic strong foundation for content, and fresh content with strong keywords and keyword phrases helps ensure that the content will draw the right end users and turn those that search on that particular word or content into conversions.
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