Mobile marketing on steroids

Today I watched a mobile marketing webcast on steroids – well maybe not – but it’s a beast. The webcast was hosted by Rob Thurner @ the Mobile Training Academy.

Some tidbits I found really interesting are

  • Mobile is beginning to overtake TV, it has been shown to be actually 4.4x more effective than TV in driving sales for a recent multi-media campaign in the UK. Similar trends in the US;
  • 51% of mobile browsers use search
  • Mobile search has increased not 100, not 200, but 500% in the last 2 years!
  • 70% of Google mobile search is location based and apps/mobile adverts that utilize this information have much higher conversion rates
  • 17% of people have changed their minds about buying a product while in store based on a quick online price comparison on their mobile device. People are willing to wait 24-48 hours to receive an item if they can find it cheaper online. It is interesting to me that we have now passed the time where we were uncomfortable to use the internet even to buy items to trusting the mobile device.

Some other things I found valuable was that Rob highlighted HTML 5 as a web language that allows normal mobile browsing sites (such as your homepage) to be viewed as they would be viewed in an app. He used an example, app.ft.com, which is the Financial Times. They apparently got rid of their app and instead just drive all traffic to this page via the shell of the app. I have been developing a mobile app for quite some time – imagine if you could take advantage of the app format with just a website and a submission to the app store (save a few things). It is amazing if you ask me.

Well either way it seems like the industry is really moving this way and I think I’ll jump on this bandwagon!

One last tidbit of knowledge from Rob – mobile is still new and it is a very iterative process (what a big smancy fancy word) – so when it comes to mobile marketing – test, measure, learn, adapt – repeat. The end.

If you would like to feel it out for yourself – Mobile Marketing Webcast

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The lingity of the Fancy F’s and the Get up G’s

– Fancy F’s –

Feeds: A Web document that is a shortened or updated version of a webpage created for syndication. Usually served at user request, through subscription; also includes ad feeds to shopping engines and paid-inclusion ad models. Ad feeds are usually in Extensible Markup Language (XML) or Rich Site Summary format.

Freemium: A business mode that offers basic services for free, or is ad supported, but charges a premium for advanced or special features. The model is popular with Web 2.0 companies that acquire companies through referral networks, organic search marketing and word of mouth.

Frequently Asked Questions (FAQ): A document that answers the most common questions on a particular subject.

Fluid Dynamics Search Engine (FDSE): An easy-to-install search engine for local and remote sites that returns fast, accurate results from a template-driven architecture. Freeware and shareware versions are available.

Frames: An HTML technique that allows two or more pages to display in one browser window. Many search engines had trouble indexing websites that used frames, generally only seeing the contents of a single frame.

– Get up G’s –

Gateway Page (Also Doorway Page): A webpage created in hopes of ranking well for a term in a search engine’s non-paid listings.

Geographical Targeting: The analytical process of making decisions on the regions and locales on which a company should focus its marketing efforts.

Geotargeting: The method of targeting audiences geographically. Search marketers specify where ads should be placed, not just which keywords trigger the ads.

Geographical Segmentation: The ability to determine from which geographical area Web traffic is coming.

Graphical Search Inventory: Banners and other advertising units that can be synchronized to search keywords.

Thanks Performance Marketing for the definitions!

How to create super awesome Google AdWords Campaigns

Thanks to tradepub.com, I got my hands on a fab whitepaper about Google AdWords. I was really excited to learn about this topic and had to read it right away. I will give you the DL as it was thorough but a bit long.

1. Keep your campaigns and ad groups tightly themed

–This relates to the keywords and phrases that are used. Super duper important for campaigns that opted into the Content Network. 2 reasons why – 1. it’s hard for Google to determine the context of your groups and may misinterpret what you represent or want to represent within your key phrases – i.e. below search… and 2. if you are trying to cover too much ground with one group, it is hard to create compelling ad copy that speaks to each phrase or subject matter within the group.

2. Use analytics and conversion tracking (free)

With this handy dandy free service, you can easily identify within the Adwords interface the performance of each keyword and its cost per conversion. Use it to potimize poorly performing words or make bidding decisions.

3. Test to infinity and beyond…

They say to keep an open mind and try lots of different options. It’s super competitive out there and you need to be on top of the current trends and what not.

4. ADS

Automatically, AdWords rotates your ads and offers the one that performs the best. To find the true stats for each ad, you have to let them run at 50% distribution. Apparently we should experiement with Keyword Insertion, for headline and description lines. Don’t just put anything here – you should put the ones that make sense and be careful to NOT use misspellings, trademarked terms or competitior names.

5. Landing Pages

Google Website Optimizer is a free tool that provides a way to test and edit landing pages without having to be a designer or developer. You can test different creative combinations that will demonstrate a range in performance. It’s pretty cool to see the interface kick back your experiments.

6. Monitor and improve your quality score

Your Quality Score is important and can greatly impact your visibility and ad costs in Google (that’s what they said – I couldn’t find a better way to say it). The score is used to stop sneaky advertisers from bidding on irrelevant keywords and those who try to use keywords that aren’t related to the info on their landing pages (aka false and misleading adverts).  There is also a new tool to show the landing page load time.

7. Longtail Keywords

Even if search volume is higher, the really generic keywords face mad competition and cost you way more. You also end up with less qualified leads (who wants that). You should expand your keyword list with longer phrases to improve the likelihood of future conversions. A good mix of short and long is good to maximize opportunity and leverage your budget…something about ROI. Check out the Keyword Search Tool.

8. Geo-Targeting

Super helpful if you are looking to go after an audience in a specific location.

9. Day Parting/Ad Scheduler

For those peeps who would only really look for you within a specific time frame. Note other time zones if applicable.

10. _______

I had a moment. Lost where I was – oh right…

11. Budget Delivery – Make $$, or rather Spend $$

Accelerated delivery will serve ads until the budget is reached. Be careful – if not used effectively your budget will go bye-bye bc of those late night surfers who are bored. Better for those timed promotions or offline marketing effort looking for max exposure.

12. Consider the Google Options beyond AdWords

Google expanded into TV, Print, Mobile, Radio, Display and Video Ads. Check out Placement Targeting for additional online options within the Google network of pubs.

13. Almost there… Analyze Competitive Sites and User Behavior with Google Trends

Google Trends follows search patterns and volumes, and much much more (ok mostly with searcher behavior – but hey what if it is all of a sudden cool to be a bird watcher, I’d want to know about it…? Or would I?….)

What’s new on Hot Trends

Hey I’m excited about this too! Go OKC!

Glad you got through it with me. If you want the full version to read through, request it through www.tradepub.com (called “10 critical elements to a successful Google AdWords campaign”). The whitepaper was prepared by www.morevisibility.com and written by Danielle Leitch, EVP Client Strategy. (Thanks Danielle!)

The Lingity of the Not so Dainty D’s

– Not so Dainty D’s-

DHTML: An extended set of HTML tags that add interactive features to a webpage without sending additional requests to the server. W3C is in the process of creating the official DHTML specification.

DMOZ: A multilingual open content directory of Web links owned by Netscape that is constructed and maintained by a community of volunteer editors.

Day After Recall Test (DART): A research method that is used to assess an ad’s effectiveness by testing how well consumers remember the ad the day after they see it.

Dayparting: The ability to specify different times of day or day of week for ad displays, as a way to target searchers more specifically. An option that limits the serving of specified ads based on day and time factors.

Data Feed: A text file that contains the information needed to generate a website. It is provided either directly to the affiliate or indirectly through a network. The affiliate then converts the data feed into a database, which is then used to populate webpages full of products.

Dead Link: An Internet link that does not lead to a page or site, most likely because the page no longer exists or the server is down.

Deep Linking: Linking to content buried deep within a website.

Delisting: When webpages are removed from a search engine’s index.

Demographics: The term that refers to specific information about a population or a target market. Demographics include information such as age, sex, geographic location, and size of the group.

Destination URL: The specific location within a site where the user who has clicked on the ad should be directed. The Destination URL does not have to match the Display URL but should be in the same domain.

Digital Cash: Electronic money used on the Internet. Digital cash can be traditional credit cards or digital bank accounts. All digital cash transactions are encrypted for security.

Directories: A type of search engine where listings are gathered via human efforts rather than by automated crawling of the Web.

Display URL: The URL that is showed to visitors on PPC ads in Google AdWords and other paid search engines. It appears below the ad text and should be no longer than 35 characters and is often the same URL as the site’s homepage.

Distribution Network: A network of websites or search engines and their partner sites on which paid ads can be distributed. The network receives advertisements from the host search engine, paid for with a CPC or CPM model.

Domain Name: Controlled by the worldwide organization called ICANN, domain names are obtained on a first come basis and are used to identify a unique website.

Doorway Page (Also Gateway Page): A webpage created expressly in the hopes of ranking well for a term in a search engine’s non-paid listing. It does not deliver much information but is designed to entice visitors to enter.

Dynamic Content: Information of webpages which changes, or is changed automatically

Dynamic Text: Text, keyword or ad copy that customizes search ads returned to a searcher by using parameters to insert the desired text somewhere in the title or ad. When the search query matches the defined parameter, then the associated term (hybrid) is plugged into the ad.

In my world ICANN means I can do anything I think I can but my mind to…but apparently not in in the eyes of the actual ICANN org. To them, I can only do some things, others are for those early birds looking for good domain names. 
Kudos to our related articles

– LReg

SEO vs PPC

Hey Lead Love Crowd! I came across a great article in the Entrepreneur Mag. about SEO vs PPC.

AJ Kumar talks about 3 main points:

AJ says 1. How large is your website advertising budget?

I would ditto this is a big piece of the pie. If you don’t know how much you can spend, it may restrict you on how much traffic you can generate for your website. What I think is more important is what your goals are as a company. If you don’t know what you want to achieve with your campaign – whatever kind it is, PPC, SEO, SEM, CPA, CPM, etc. – then it is really difficult to really use those dollars you do have in an effective way.

AJ says • Faster testing. Websites should focus on achieving conversion, whether it’s selling products, signing up email newsletter subscribers or some other action. That means actively testing website variables to improve conversion rates.

Definitely need to learn the best way you can optimize your campaigns to improve conversion rates. This can come by using a great tracking technology and experts who can help you find ways to improve. Integrate.com can be a great technology to take advantage of. They have all other sorts of perks too.

AJ says • Protection from SEO algorithm updates. One major weakness of SEO is that algorithms change from time to time.

So true, I came across a website lately, awesomize.me, and when talking to the CEO – they found a way to optimize their results to show up even before Facebook and Linkedin. They must have figured out something different.

AJ says 2. How high are the average CPCs in your industry?

I would echo this point as well. If you are looking for publishers to run you banner CPC offers and are not competitive in your pricing, you may not get the cream of the crop – if you catch what I am throwing at you. The better you pay, the better traffic you get – not always, but usually.

AJ says 3. How competitive are the SERPs in your niche? You also will want to determine how competitive the search engine results pages (SERPs) are for your target keywords. To do this, enter your keywords into the Google External Keyword Research Tool, which will tell you the estimated competition level, as well as the number of advertisers bidding on your keywords and the average CPCs.

SERPS is a new term for me, but keywords is not. I have to thank AJ for this tip – I will be checking into it further. I know in the past, I have entered keywords into the basic search in Bing, Google, Yahoo, other search engines… and taken notice of similar search terms. Maybe this is the old fashioned way of doing this – but it is interesting to learn of what people do ‘Google.’

Aj saysWhen combined, PPC and SEO can be quite powerful. Ask yourself these three questions and determine the optimal mix of PPC and SEO for your website.

Totally – and I would say don’t restrict yourself to only PPC and SEO, as there are many other performance marketing campaigns that can prove to be super effective for your business. Again no one size fits all – but the more you can expose yourself and the smarter you can spend – the better brand awareness and conversions you should see.

Some of the lingity – the Ahmazing A’s

– Ahmazing A Terms –

A/B Testing: The practice of showing a user one version (A) or another (B) and tracking the behavior based on which version the user saw. The (A) version is usually the existing design and (B) is the challenger, with one copy or design element changed.

Abandonment: When a user leaves a shopping cart with an item in it prior to completing the transaction.

Above the Fold: Portion of a webpage;  normally the top part that is visible once a page has loaded. The term comes from the newspaper industry and refers to the area of the front page that is visible when the newspaper is folded in half.

Ad Copywriting: The writing of text specifically for a paid campaign ad. Good ad copywriting can have a positive effect on the click through rate of an ad.

Advertiser (also Merchant or Retailer): Any website that markets and sells goods or services. In affiliate marketing programs, advertisers contract with affiliates to get consumers to register for services, purchase products, fill out forms or visit websites.

AdSense: An advertising program run by Google enabling website owners to display text and image advertisements. Revenue is generated on a pay-per-click basis. Google uses its search technology to serve ads based on website content and users geographical location.

AdWords: Google™ text-based advertising system. It is a cost-per-click (CPC) advertising and publishers pay only when users click on their ad. It has cost control features that can set daily budget and limits.

Ad Inventory: The number of page views a site has available for advertising.

Affiliate: A website owner that earns a commission for referring clicks, leads or sales to a merchant.

Affiliate Agreement: Terms between a merchant and an affiliate that govern their relationship.

Affiliate Fraud: Bogus activity generated by an affiliate in an attempt to generate illegitimate, unearned revenue.

Affiliate Information Page: A page or pages on a website that explains the details of an affiliate program.

Affiliate Link: A piece of code residing in a graphic image or piece of text that is placed on an affiliate’s webpage, notifying the merchant that an affiliate should be credited for the customer or visitor sent to their website.

Affiliate Manager: The manager responsible for overseeing the marketing of a merchant’s program including forecasts and budgets, as well as and communicating with affiliates regularly, establishing incentives and monitoring industry news and trends.

Affiliate Management Agency (also Outsource Affiliate Agency): An agency that manages programs on behalf of a merchant for a nominal fee or performance percentage. It handles the recruitment, activation and management of new affiliates, provides creative and runs promotions.

Affiliate Marketing: An agreement between two sites in which the affiliate agrees to feature content or an ad designed to drive traffic to another site. In return, the affiliate earns a commission for referring clicks, leads or sales to a merchant.

Affiliate Network: An intermediary between an affiliate and merchant. For merchants, it offers tracking technology, reporting tools, payment processing and access to affiliates. For affiliates, it offers one-click application to merchants, reporting tools and payment aggregation.

Affiliate Program (also Associate, Partner, Referral or Revenue Sharing Program): A plan where a merchant pays a commission to an affiliate for generating clicks, leads or sales from a graphic or text link located on the affiliate’s site.

Affiliate Program Directory: A list of affiliate programs that features information such as the commission rate, number of affiliates and affiliate solution provider. Associate-It, AssociatePrograms.com and Refer-it are among the largest affiliate program directories.

Affiliate Recruiting: The act of seeking and enrolling a person, company or organization to become a partner in sales for a program.

Affiliate Software: Software that enables merchants to start an in-house affiliate program without joining a network.

Affiliate Solution Provider: A company that provides the network, software and services needed to create and track an affiliate program.

Algorithm: A set of mathematical equations or rules that a search engine uses to rank the content contained within its index in response to a particular search query.

Analytics: Technology that helps to analyze the performance of a website or online marketing campaign.

Application Service Provider (ASP): An online network that is accessible through the Internet instead of through the installation of software. It is quickly integrated with other websites and the services are easily implemented and scalable.

Arbitrage: A practice through which Web publishers use second tier search engines, directories and vertical search engines to engage in the buying and reselling of Web traffic.

Associate: A synonym for affiliate.

Asynchronous JavaScript and XML (AJAX): A programming language that allows for the updating of specific sections of content on a webpage, without completely reloading the page.

Auto-Approve: An affiliate application approval process where all applicants are automatically approved for an affiliate program.

Auto-Responder: An email feature that automatically sends an email message to anyone who sends it a message.

Thanks Performance Marketing Association 🙂

Loving up all the A’s I can get today!

– LReg