Posts Tagged ‘Pay Per Click’

I have begun slipping into bad habits recently by referring to Google when in fact I mean search engines as a whole.

It is perhaps forgivable to some extent. Google have a reported 82% market share and have arguably become THE brand when it comes to search engine options. To draw a parallel, it’s exactly like doing the hoovering when in fact you’re doing the vacuum cleaning; the brand has overtaken the function for which it is designed. I don’t even own a hoover but I still refer to my infrequent bouts of vacuum cleaning as ‘hoovering’.

And so it is with Google. I am normally pretty good when explaining to clients that when people are searching for their services or products that potential customers will look on the search engines; but a couple of times I have slipped up and said “people will Google it.”

Furthermore, I almost always use Google as an example when I’m demonstrating how the search engines work, even though we optimise for all the major players – Google, Yahoo, Bing, Ask etc. The other search engines hold a small market share, but it’s a small share of approximately 30m adults online in the UK each day; so it’s well worth delivering our search engine optimisation and Pay Per Click services on them as standard.

So I’ve resolved to pull my socks up and stop referring to Google when I mean the search engines; albeit it sounds plain wrong to tell someone I’m doing the ‘dysoning’ next time I’m reluctantly pushing the vacuum cleaner half-heartedly round the house. Maybe Googling it will remain in common practise after all.

We’ll see.

It is expected that by tomorrow Microsoft and Yahoo will announce details of their new search pact that will shake up the online ad business.

The deal will pave the way for Bing to become the default search engine on Yahoo, and in so doing, form a credible threat to the supremacy of Google by achieving a 30% share of the search market according to ComScore data.

It won’t be plain sailing though. It is still unclear as to who will take ownership of search sales; in order to eliminate channel conflict and unnecessary complexity for advertisers Yahoo seems likely to take on the representation of Bing inventory, but in order to achieve this both parties will have to unwind their advertiser relationships. This in itself will be a headache due to the vast numbers of advertisers that use the proprietary systems of both to buy search ads. This will probably leave the sales technology platform to Microsoft’s AdCenter.

The deal should allow a change of focus for both sides. Microsoft will become more of a technology and infrastructure company whilst Yahoo will focus on media, marketing services and sales. Of course, Microsoft will still have huge global display-ad sales but will undoubtedly be aligning itself better toward its strengths.

Yahoo will emerge from this with even more ability to sell search and will also have access to a far greater pool of search data which will be used to target advertisers with display ads.

The deal will inevitably attract interest from the Department of Justice as it will have antitrust issues with the deal. Not only that, but expect fierce lobbying from Google – much as Microsoft did when Yahoo and Google attempted something similar – as they will see the deal as a major threat to their domination of search.

Many of us may ultimately embrace search competition as it will certainly make ad pricing more competitive. Certainly Pay Per Click and Search Engine Optimisation will be affected if a deal comes to fruition. We’ll just have to wait and see.

When embarking on a PPC campaign it can be quite daunting to the unprepared or inexperienced would-be advertiser. Google Adwords can seem like a minefield and with actual hard cash at stake it means there is even more reason to tread carefully.

But there are 4 key stages that will contribute to PPC success.

Firstly, plan your strategy. Work out how much you are prepared to spend per visitor and stick to it. The common mistake made at this stage is that firms try and bid more than their competitors then sit in front of their account worrying about conversions and cringing as they see the spend steadily and horrifyingly creep up. Work out a conversion rate, apply a budget and stick to it.

Secondly, make sure you’ve got a good site. You can drive all the targeted traffic in the world to your site but if it’s not geared up to convert it will be a complete waste of time and money. Make it easy for the visitor to find the information they are interested in. The clues are in their search term! Ensure that the calls to action (the methods of contacting you) are easy to see and prominent and consistent. If it’s an e-commerce site ensure that information is clear and navigation is slick. Drive the traffic, then convert it.

Thirdly, don’t go hell for leather. Start small and experiment with your ad copy, keywords, bid times etc until you start striking the perfect notes. Don’t just look at Google either, there is great value and cheaper clicks available on Yahoo, ASK and Mirago. Whilst you are refining your techniques this cheaper traffic can be invaluable in making inexpensive mistakes until you build confidence and results.

Fourthly, implement the right analytics on your site. It is imperative that you can monitor how traffic performs on your site and gain vital information on conversions. If you have a form you want visitors to fill in, make sure the thank-you page is tracked when it’s submitted. Monitor calls if possible. Definitely monitor sales! The statistics are what enable you to recognise trends, improve poor performing areas, strengthen well performing areas and essentially learn from the facts to make informed decisions. Get your analytics right and you make every decision easier.

And finally (I know I said there were only 4 keys) be confident. Fortune favours the brave!

A lot of businesses that we have been in touch with over the last 2 years or so that have struggled to get their heads around the concept and principles of Internet Marketing are now looking at it with a fresh perspective.

The credit crunch is hitting everyone hard and bosses are looking at all costs and seeking to strip out any unnecessary expenditure. Marketing budgets can be the first to go (much to the lament of Marketing Managers everywhere!) as the cost culls begin.

But marketing spend doesn’t have to be decreased. If it can be justified and measured by examining return then why not spend the same? Or more? This is exactly why more and more people are now looking at search engine optimisation, pay per click and social media marketing to throw their company a lifeline.

Firms who might have happily spent 5 figure sums with a popular hard copy directory are now questioning the return on investment they are getting. They are less nervous about exploring a less traditional and less familiar form of marketing. “Hang on a minute”, one such prospect said to me last week, “are you telling me I could spend an eighth of last years budget with you, but know exactly how many visitors your work generates and exactly how many sales I make as a result?” I told him that’s exactly what I was telling him. Job done.

So, the mood about search is changing. The bigwigs are starting to explore unfamiliar methods because they are being forced to by the economic climate. People are still shopping, but they are increasingly doing it online. Firms are still looking for commercial services, and it’s easier to go straight onto a search engine and browse with no pressure and choose from one of 10 you might find on the first page, as oppose to ploughing through a directory with hundreds of similar looking options.

All businesses need to look at value, now more than ever. That’s why Internet Marketing is growing and that’s why people are coming back to us to discuss their needs with an open mind.